| Semester 2, 2022 Online | |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Business |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Examiner:
Overview
Developments in technology and the evolution of marketing are inextricably intertwined. New technologies have underpinned many of the major milestones in the history of marketing. The pace of technological developments these days is much faster than in previous times. Marketers today not only have to keep up with development in marketing theories and concepts but also with the emerging technologies. This can seem a bit daunting for marketers from a non-technical background. However, digital marketing is not just about the technology. Digital marketing is still marketing and marketing is still about people. Marketers are people and consumers are people. A digital technology simply allows marketers and consumers to connect and communicate in a different way. To that end, marketers need to understand how consumers are using the technology so they can engage with them more effectively. They also need to know about the new technologies at their disposal and how they can make judgements about their usefulness.
This course is about the role of digital technologies and their application in marketing. It begins by exploring the impact of technology on the human condition. It investigates theories and concepts related to linear and non-linear marketing approaches. The course elaborates on content, relationship and context marketing. It examines some of the main issues related to social media, SEO, mobile, wearable technologies, virtual reality, 3D printing, gaming, IoT, cloud computing, beacons, automation such as hubspot, big data and analytics.
Course learning outcomes
On successful completion of this course students should be able to:
- critically evaluate marketing strategies through the use of digital technologies;
- analyse the use of different forms of digital marketing in the development of an online presence;
- develop innovative business solutions using digital marketing and digital communication;
- apply judgement and justify business decision making in planning and managing digital projects in diverse contexts;
- demonstrate knowledge and application of current practice in digital business performance measurement.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Course overview and introduction | 5.00 |
| 2. | Digital technologies and the human condition | 10.00 |
| 3. | Theories and concepts in digital marketing | 20.00 |
| 4. | Tools of the trade for digital marketers | 20.00 |
| 5. | Reporting and analytics for digital marketers | 20.00 |
| 6. | Ethical and legal issues in digital marketing | 20.00 |
| 7. | Emerging technologies in digital marketing | 5.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Quiz | No | 10 | 2 |
| Report | No | 40 | 1,2,3,4,5 |
| Problem Solving | No | 50 | 1,2,3,4,5 |