Frontiers in Digital Marketing
Overview
This unit aims to explore how digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing to reach, connect and engage with current and potential customers to optimise outcomes, such as enhanced customer experience and deeper customer relationships (e.g., loyalty and retention). The unit examines the fundamental concepts and tools of digital marketing such as content marketing, mobile, video & email marketing, digital platforms and search marketing (search engine optimisation and paid advertising). It also explores how to leverage emerging digital marketing technologies and trends in areas such as distribution channels and customer service. The unit covers how to plan, implement and measure the impact of digital marketing campaigns.
Requisites
01-November-2026
30-May-2027
06-June-2027
31-October-2027
06-February-2028
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply digital marketing fundamentals and frameworks for planning, implementing and measuring the effectiveness of digital marketing
- Apply knowledge of digital marketing concepts to design a digital marketing campaign to support other areas of marketing such as distribution channels and branding
- Develop a coherent, innovative digital marketing campaign using various tools to optimise organisational outcomes
- Design integrated marketing solutions that combine digital and traditional marketing approaches
- Communicate proficiently and work effectively in teams
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class |
2.00 | 12 weeks | 24 |
| Online Lecture |
1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning |
9.25 | 12 weeks | 111 |
Online Learning Activities |
.25 | 12 weeks | 3 |
| TOTAL | 150 |
Swinburne Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Business Plan | Individual | 30 - 40% | 1,2,5 |
| Portfolio | Individual | 30 - 40% | 1,2,3 |
| Progress Evaluation | Group | 20 - 40% | 3,4,5 |
Content
- Digital marketing foundations
- Developing audience personas & digital customer journeys
- Creating alignment of digital marketing strategy, tactics, & channels with business goals
- Conducting a digital marketing audit
- Using data to optimise customer experiences
- Search marketing (search engine optimisation and search advertising)
- Content marketing
- Social media marketing
- Mobile, video and email marketing
- Leveraging emerging technologies & digital marketing trends
- Legal and ethical aspects of digital marketing
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.