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.

2022 teaching periods

Swinburne Online

Teaching Period 3

Dates:
8 Nov 21 - 13 Feb 22

Results:
8 Mar 22

Last self enrolment:
21 Nov 21

Census:
3 Dec 21

Last withdraw without fail:
31 Dec 21

More teaching periods

Hawthorn

Higher Ed. Semester 1 Higher Ed. Semester 2

Dates:
28 Feb 22 - 29 May 22

Results:
5 Jul 22

Last self enrolment:
13 Mar 22

Census:
31 Mar 22

Last withdraw without fail:
15 Apr 22

Dates:
1 Aug 22 - 30 Oct 22

Results:
6 Dec 22

Last self enrolment:
14 Aug 22

Census:
31 Aug 22

Last withdraw without fail:
16 Sep 22

Swinburne Online

Teaching Period 2

Dates:
11 Jul 22 - 9 Oct 22

Results:
1 Nov 22

Last self enrolment:
24 Jul 22

Census:
5 Aug 22

Last withdraw without fail:
26 Aug 22


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