Frontiers in Digital Marketing

MKT20032 12.5 Credit Points Hawthorn, Sarawak Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent


Contact hours

  • 36

On-campus unit delivery combines face-to-face and digital learning.

2021 teaching periods


Higher Ed. Semester 2 HOL Study Period 3

2 Aug 21 - 31 Oct 21

7 Dec 21

Last self enrolment:
15 Aug 21

31 Aug 21

Last withdraw without fail:
17 Sep 21

30 Aug 21 - 28 Nov 21

21 Dec 21

Last self enrolment:
12 Sep 21

20 Sep 21

Last withdraw without fail:
15 Oct 21

More teaching periods

Swinburne Online

Teaching Period 3

8 Nov 21 - 13 Feb 22

8 Mar 22

Last self enrolment:
21 Nov 21

3 Dec 21

Last withdraw without fail:
31 Dec 21

Aims and objectives

New Unit - 2020 and will replace MKT20023 in the Marketing Major
This unit aims to explore how emergent digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing tools to reach, connect and engage with current and potential customers to optimise outcomes, such as heightened customer experience, deeper customer relationships and customer life-time values (loyalty and retention). The unit covers the core elements and tools of digital marketing such as mobile/email/video marketing, digital platforms and search engine optimisation, and explores how to leverage digital technologies into areas such as distribution channels, pricing and customer services. The focus then turns to planning, implementing and measuring the impact of digital campaigns.
Unit Learning Outcomes (ULO) 
Students who successfully complete this unit will be able to:
1. Apply digital marketing fundamentals and frameworks for planning, implementing and measuring the effectiveness of the digital marketing campaign
2. Apply knowledge of digital marketing concepts to design a digital marketing campaign to support other areas of marketing such as distribution channels and branding
3. Develop a coherent, innovative digital marketing campaign using various tools to optimise organisational outcomes
4. Demonstrate an ability to integrate digital marketing with the traditional marketing plan
5. Communicate proficiently with a wide variety of audiences and work effectively in teams