Overview

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.

Requisites

Prerequisites
MKT20019 Marketing Research and Analytics

Rule
MKT20019 Marketing Research and Analytics
OR

MKT20024 Product and Service Innovation Management

OR

MKT20031 Marketing and Innovation

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Teaching Period 2
Location
Online
Start and end dates
08-July-2024
06-October-2024
Last self-enrolment date
21-July-2024
Census date
02-August-2024
Last withdraw without fail date
23-August-2024
Results released date
29-October-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

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 the digital marketing campaign
  • 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
  • Demonstrate an ability to integrate digital marketing with the traditional marketing plan
  • Communicate proficiently with a wide variety of audiences 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
9.50 12 weeks 114
TOTAL150

Swinburne Online and OUA

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Business PlanIndividual 30 - 40% 1,2,5 
PortfolioIndividual 30 - 40% 1,2,3 
Progress EvaluationGroup 20 - 40% 3,4,5 

Content

  • Digital marketing fundamentals: targeting, personalisation and optimisation
  • Digital marketing framework: reach, connect and engage
  • Digital tools: mobile/email/video marketing, digital platforms and search engine optimisation
  • Digital marketing strategy and its integration with the traditional marketing strategy
  • Ecosystems: customer networks
  • Organisational outcomes: customer experience, customer relationships and customer life-time values
  • Campaign planning, implementing and measuring the impact of digital marketing campaign

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.