CQUniversity Unit Profile
MRKT11028 Digital Marketing
Digital Marketing
All details in this unit profile for MRKT11028 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

Businesses and organisations cannot sustain their competitive advantages in today's digital age without the expertise of digital marketing. This unit is designed to extend the way in which principles of modern marketing theory and practice are applied to the digital world. In this unit, you will develop pivotal understanding on marketing technologies, techniques, and strategies involving video, email, social media, and mobile elements. In addition, this unit also covers critical insights on the implementation of branding and advertising in the interactive online environment.

Details

Career Level: Undergraduate
Unit Level: Level 1
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

There are no requisites for this unit.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 1 - 2018

Brisbane
Distance
Melbourne
Perth
Rockhampton
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Online Quiz(zes)
Weighting: 20%
2. Presentation
Weighting: 30%
3. Written Assessment
Weighting: 50%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Previous Student Feedback

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Student feedback (big red button)

Feedback

The use of the collaborative learning spaces in the library proved challenging due to the system's complexity. Students were challenged by technology mediated tasks

Recommendation

Standard computer labs will be used to reduce the complexity of the working interface

Feedback from Student feedback (big red button)

Feedback

The inclusion of internet and social media as a focus was well received

Recommendation

The arrangement of course materials has been altered to accomodate student interest in this vital area of marketing.

Feedback from Student feeback (big red button)

Feedback

Students found the thinking pieces too difficult because of the requirement for critical thinking and reflection

Recommendation

The aspect of thinking pieces has been removed and consolidation quizzes have been implemented

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. Identify the key concepts, principles, approaches, and applications of digital marketing
  2. Examine the critical elements of video marketing and display advertising
  3. Formulate effective strategies for email marketing and social media marketing
  4. Analyse trends and developments in the area of mobile marketing.
Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Online Quiz(zes) - 20%
2 - Presentation - 30%
3 - Written Assessment - 50%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
9 - Social Innovation

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Online Quiz(zes) - 20%
2 - Presentation - 30%
3 - Written Assessment - 50%
Textbooks and Resources

Textbooks

Prescribed

Internet Marketing: Integrating Online and Offline Strategies 3rd edn (2013)

Authors: Roberts, ML & Zahay, D
Cengage
Mason Mason , OH , USA
ISBN: 9781133625902
Binding: Other

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Microsoft Office
Referencing Style

All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
En Li Unit Coordinator
e.li@cqu.edu.au
Schedule
Week 1 Begin Date: 05 Mar 2018

Module/Topic

Internet Marketing as Part of the Marketing Communications Mix

Chapter

1

Events and Submissions/Topic

Week 2 Begin Date: 12 Mar 2018

Module/Topic

The Internet Value Chain

Chapter

2

Events and Submissions/Topic

Week 3 Begin Date: 19 Mar 2018

Module/Topic

Business Models and Strategies

Chapter

3

Events and Submissions/Topic

Week 4 Begin Date: 26 Mar 2018

Module/Topic

Online Branding and Video Marketing

Chapter

5

Events and Submissions/Topic

Week 5 Begin Date: 02 Apr 2018

Module/Topic

Display Advertising and Other Customer Acquisition Techniques

Chapter

6

Events and Submissions/Topic

Vacation Week Begin Date: 09 Apr 2018

Module/Topic

Chapter

Events and Submissions/Topic

Week 6 Begin Date: 16 Apr 2018

Module/Topic

Email Marketing to Build Consumer and Business Relationships

Chapter

7

Events and Submissions/Topic

Week 7 Begin Date: 23 Apr 2018

Module/Topic

Social Media Marketing

Chapter

9

Events and Submissions/Topic

Online Quiz Due: Week 7 Monday (23 Apr 2018) 5:00 pm AEST
Week 8 Begin Date: 30 Apr 2018

Module/Topic

Customer Relationship Development and Retention Marketing

Chapter

11

Events and Submissions/Topic

Presentation Due: Week 8 Friday (4 May 2018) 5:00 pm AEST
Week 9 Begin Date: 07 May 2018

Module/Topic

Customer Service and Support in Web Space

Chapter

13

Events and Submissions/Topic

Week 10 Begin Date: 14 May 2018

Module/Topic

Measuring and Evaluating Web Marketing Programs

Chapter

14

Events and Submissions/Topic

Week 11 Begin Date: 21 May 2018

Module/Topic

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Chapter

15

Events and Submissions/Topic

Week 12 Begin Date: 28 May 2018

Module/Topic

Mobile Marketing and Related Developments

Chapter

16

Events and Submissions/Topic

Social Media Marketing Report Due: Week 12 Friday (1 June 2018) 5:00 pm AEST
Review/Exam Week Begin Date: 04 Jun 2018

Module/Topic

Chapter

Events and Submissions/Topic

Exam Week Begin Date: 11 Jun 2018

Module/Topic

Chapter

Events and Submissions/Topic

Term Specific Information

 

Assessment Tasks

1 Online Quiz(zes)

Assessment Title
Online Quiz

Task Description

Assessment 1 consists of an online quiz that includes 20 questions and has a time limit of 30 minutes. This quiz covers Chapters 3, 5, 6, and 7 from the prescribed textbook, and it will open Week 5 Monday 09:00 AM AEST and close Week 7 Monday 05:00 PM AEST.

Instructions and advice

  • This quiz can only be attempted ONCE so do not open the quiz until you are ready to complete the entire quiz.
  • Responsibility for the browser, Internet connection and the computer you use remains with the student.
  • Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
  • "My computer has frozen up during the online quiz - what do I do?” The first thing to do is "don't panic”! Contact the Unit Coordinator immediately for assistance identifying the nature of the problem, your full name, student number and campus. Any omissions of this required information may delay a response.
  • If a student requests a reset of the quiz and the Unit Coordinator agrees to that request, but subsequently the student does not complete the quiz within the deadline, it will be deemed that the quiz has not been completed and a score of zero will apply. Note that the determination of whether the quiz result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in the quiz and then asking for a reset will not be considered.


Number of Quizzes

1


Frequency of Quizzes

Other


Assessment Due Date

Week 7 Monday (23 Apr 2018) 5:00 pm AEST


Return Date to Students

Marks on completion of the quiz


Weighting
20%

Assessment Criteria

  • Each question is worth 1 mark.
  • The total score for Assessment 1 is 20 marks (20 questions x 1 mark = 20 marks).


Referencing Style

Submission
Online

Learning Outcomes Assessed
  • Identify the key concepts, principles, approaches, and applications of digital marketing
  • Examine the critical elements of video marketing and display advertising
  • Formulate effective strategies for email marketing and social media marketing


Graduate Attributes
  • Problem Solving
  • Critical Thinking
  • Ethical practice

2 Presentation

Assessment Title
Presentation

Task Description

Assessment 2 requires you to demonstrate your ability to explain and apply a digital marketing theory through a 3-minute presentation.

Imagine that you are applying for a senior analyst position at a digital marketing firm. As part of your job interview, you are required to give a brief presentation on an important digital marketing theory.

Firstly, please identify a digital marketing theory you have learned from this unit so far. Please briefly explain this theory by using your own words.

Secondly, please find a real-world organisation and introduce its background and main products in 2018.

Lastly, please apply the digital marketing theory to this organisation. That is, you will provide recommendations on how the organisation could benefit from applying the theory.

This presentation should be made within 3 minutes and through 5 PowerPoint slides. The slides should follow the subsequent structure:

  • Student information and presentation title;
  • Explanation of a digital marketing theory;
  • Introduction of a real-world organisation;
  • Recommendations for the organisation;
  • Reference list.

You will also prepare a script (i.e., a Word document) in which you will write out or at least outline what you intend to say in your presentation.

Please pay attention to the following details on presentation and submission methods:

  • On-campus students will deliver their presentation in class, and submit their PowerPoint file and script on Moodle.
  • Distance education students will record their presentation through PowerPoint's "Record Slide Show” function, and submit their PowerPoint file (with recording) and script on Moodle.

For all students, the Moodle submission of PowerPoint file and script will be due at 05:00 PM AEST Friday Week 8. However, on-campus students may present in class prior to, during, or after Week 8, depending on their local lecturer/tutor's scheduling.


Assessment Due Date

Week 8 Friday (4 May 2018) 5:00 pm AEST


Return Date to Students

Week 11 Friday (25 May 2018)


Weighting
30%

Assessment Criteria

  • PowerPoint design - 5 marks
  • Presentation clarity - 3 marks
  • Explanation of a digital marketing theory - 5 marks
  • Introduction of a real-world organisation - 5 marks
  • Recommendations for the organisation - 10 marks
  • Referencing - 2 marks
  • Total - 30 marks


Referencing Style

Submission
Online

Learning Outcomes Assessed
  • Identify the key concepts, principles, approaches, and applications of digital marketing
  • Examine the critical elements of video marketing and display advertising
  • Formulate effective strategies for email marketing and social media marketing


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Ethical practice

3 Written Assessment

Assessment Title
Social Media Marketing Report

Task Description

Assessment 3 requires you to write a social media marketing report of 1600 words maximum.

Choose one of the following organisations:

  • Fitness First Australia
  • Helloworld Travel
  • Boost Juice
  • Domino's Australia

Your task in Assessment 3 is to write a social media marketing report for the senior management of your chosen organisation.

You will need to address the following in your report:

  1. Give a brief summary of your chosen organisation's current product offerings and its competitive position in the relevant industry;
  2. Use the four steps model for developing a social media marketing strategy as the basis for researching and analysing your organisation's use of social media. This will help to summarise your chosen organisation’s history with and current use of social media;
  3. List and explain which social media platforms (e.g. Facebook, YouTube, Instagram, Twitter etc.) are being used by your chosen organisation and assess the overall use of and effectiveness of each of these platforms; and
  4. Make 2 recommendations to improve and enhance your chosen organisation's social media marketing efforts.

Instructions

  • The social media marketing report should be presented as a formal business report.
  • Please use size 12 font with 1.5 line spacing in a Word document (no PDF).
  • Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.


Assessment Due Date

Week 12 Friday (1 June 2018) 5:00 pm AEST


Return Date to Students

As this unit has no exam, the formal results for this last piece of assessment can only be released to students on the Certification of Grades date (06-Jul-2018).


Weighting
50%

Assessment Criteria

  • Report structure, writing style, and referencing - 5 marks
  • Summary of the chosen organisation - 5 marks
  • Use of the four steps model - 10 marks
  • Analysis of social media platforms used - 10 marks
  • Recommendations - 10 marks
  • Theoretical support (from at least 10 journal articles) - 10 marks
  • Total - 50 marks


Referencing Style

Submission
Online

Learning Outcomes Assessed
  • Formulate effective strategies for email marketing and social media marketing
  • Analyse trends and developments in the area of mobile marketing.


Graduate Attributes
  • Communication
  • Critical Thinking
  • Information Literacy
  • Ethical practice

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.

What can you do to act with integrity?