| Semester 2, 2023 Springfield On-campus | |
| Units : | 1 |
| School or Department : | School of Business |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Course Coordinator:
Requisites
Enrolment is not permitted in MKT3100 if MKT2013 has been previously completed.
Overview
The marketing technology landscape is complex and pervasive with practicing marketers now requiring some level of digital and social media marketing skills and capabilities to manage their responsibilities. The focus is on growth and customer nurturing strategies through technology. Marketers need to have the know-how, the experience and the insights to be able to operate and speak with authority in this fast-paced industry.
This course will provide you with the foundations of digital marketing fundamentals and data strategy tools. You will work through what it means to develop a digital marketing strategy which could include marketing automation software, tools for tracking relationship marketing, social media marketing, marketing communications using digital and social media and content creation, to ensure increased consumer experience and engagement, support and live chat systems, community forums, prospecting tools, and more. These concepts will be explored within the context of ethical and sustainable considerations.
Course learning outcomes
On completion of this course students should be able to:
- identify and apply theories and concepts of digital marketing fundamentals to respond to marketing challenges and opportunities;
- evaluate the use of digital technologies, and automation to support current and future relationships;
- exercise professional judgement using ethical considerations to deliver a digital customer experience;
- apply and interpret using digital and social media marketing to respond to the changing marketing environment;
- communicate and evaluate professional judgement using critical and reflective thinking demanded by a modern organisation.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. |
Online marketplace analysis Online customer engagement (RACE) |
20.00 |
| 2. |
Evaluation of digital marketing tools, platforms and social media platforms. Relationship marketing |
20.00 |
| 3. |
Ethical considerations. Deliver the digital customer experience |
20.00 |
| 4. | Campaign planning for digital media | 20.00 |
| 5. | Marketing communications and tracking using digital media | 20.00 |
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 |
|---|---|---|---|
| Workbook 1 | No | 20 | 1,3 |
| Workbook 2 | No | 40 | 1,2,4 |
| Report | No | 40 | 1,2,3,4,5 |