Global Digital Marketing

Overview

This unit develops students’ capacity to analyse, plan and evaluate digital marketing in complex organisational contexts. Students examine how organisations understand digital audiences, formulate digital strategy, and design engaging websites, apps and content. The unit builds knowledge and applied skills across key channels, including search engine optimisation, content marketing, social media, direct marketing and digital advertising, and explores how marketing technology and analytics inform decision making. Students also consider the legal and ethical responsibilities of digital marketers and critically evaluate emerging trends and technologies, preparing them to design integrated digital marketing strategies for diverse markets and audiences..

Learning outcomes

1. Critically analyse digital audiences and marketing data to inform evidence-based digital marketing decisions in complex organisational contexts.
2. Evaluate digital marketing concepts, channels and technologies with reference to contemporary industry frameworks and legal and ethical considerations.
3. Design integrated digital marketing strategies that address diverse markets, applying problem-solving and decision-making methodologies.
4. Communicate digital marketing recommendations to diverse professional audiences, collaborating effectively in teams.

Teaching methods

Hawthorn

Swinburne Online

Assessment

Content

• Digital marketing fundamentals
• Understanding diverse digital audiences
• Digital analysis, strategy and planning
• Website and app design
• Search Engine Optimisation (SEO)
• Content marketing
• Social media marketing
• Direct marketing
• Digital advertising
• Marketing Technology (Martech)
• Legal and ethical considerations
• Emerging trends