Frontiers in Digital Marketing

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

Duration

  • One Semester or equivalent

     

Contact hours

  • 36

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

2023 teaching periods

Hawthorn

Higher Ed. Semester 2

Dates:
31 Jul 23 - 29 Oct 23

Results:
5 Dec 23

Last self enrolment:
13 Aug 23

Census:
31 Aug 23

Last withdraw without fail:
15 Sep 23
More teaching periods
Swinburne Online

Teaching Period 1		 Swinburne Online

Teaching Period 3

Dates:
13 Mar 23 - 11 Jun 23

Results:
4 Jul 23

Last self enrolment:
26 Mar 23

Census:
7 Apr 23

Last withdraw without fail:
28 Apr 23

Dates:
6 Nov 23 - 11 Feb 24

Results:
5 Mar 24

Last self enrolment:
19 Nov 23

Census:
1 Dec 23

Last withdraw without fail:
29 Dec 23

Prerequisites

or
 

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