Global Digital Marketing
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
| Hawthorn Higher Ed. Semester 2 |
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|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
In this unit students will learn about the dynamic world of digital marketing and the marketing potential it can provide. Know how existing and new products can be marketed using both digital and traditional means to optimise the results. Develop your awareness of the impact of new technology on customer relations, pricing, order fulfilment and quality assurance.
2. Demonstrate a coherent and advanced knowledge of digital marketing concepts using critical thinking.
After successfully completing this unit, you should be able to:
1. Apply digital marketing fundamentals to the analysis, design and decision making methodologies to identify and provide innovative solutions to complex problems.
2. Demonstrate a coherent and advanced knowledge of digital marketing concepts using critical thinking.
3. Apply problem solving, design and decision making methodologies to identify and provide innovative digital marketing strategies.
4. Communicate proficiently in a professional context with a wide variety of audiences and work with diverse groups.
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face:
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions. Student workload:
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions.
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
1. Assignment 1 (Individual) 10 - 20%
2. Assignment 2 (Individual) 30 - 40%
3. Assignment 3 (Group) 40 - 60%
2. Assignment 2 (Individual) 30 - 40%
3. Assignment 3 (Group) 40 - 60%
General skills outcomes
During this unit students will receive feedback on the following key generic skills :
- problem solving skills- analysis skills
- communication skills
- ability to tackle unfamiliar problems, and
- ability to work independently
Content
- Digital marketing fundamentals
- Online business model innovation
- Relationship marketing
- Social media marketing in practice
- Interactive marketing communications
- Delivering the online customer experience
- Digital marketing strategy
- B2B and B2C digital marketing
- Campaign planning for integrated, multichannel marketing communications
- Managing and monitoring marketing using digital media.
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.