CQUniversity Unit Profile
MRKT11028 Term 1 - 2021
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 - 2021

Brisbane
Melbourne
Online
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

Feedback

Assessment 3 was deemed by students to have too much weight (50%).

Recommendation

Recommend to adjust the weightage of marks for the three assessments. Especially, lower the mark for assessment 3 to 40%.

Feedback from Student feedback

Feedback

Use of exemplars.

Recommendation

The students have come to expect exemplars. Most of the students rely on exemplars to do the assessments and are willing to be creative. So, it is recommended that exemplars are provided for the assessments.

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

E-marketing 8th (2019)

Authors: Raymond Frost, Alexa K. Fox, Judy Strauss
Routledge
New York New York , New York , United States
ISBN: 9781138588363
Binding: Paperback

IT Resources

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

All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
Nazia Nabi Unit Coordinator
n.nabi@cqu.edu.au
Schedule
Week 1 Begin Date: 08 Mar 2021

Module/Topic

E-Marketing's Past, Present and Future

Chapter

Chapter 1 

Events and Submissions/Topic

Week 2 Begin Date: 15 Mar 2021

Module/Topic

Strategic E-Marketing and Performance Metrics

Chapter

Chapter 2 

Events and Submissions/Topic

Week 3 Begin Date: 22 Mar 2021

Module/Topic

The E-Marketing Plan

Chapter

Chapter 3 

Events and Submissions/Topic

Quiz 1 opens on 22 March (Monday) at 09:00 AM and closes on 28 March (Sunday) at 11:00 PM

Week 4 Begin Date: 29 Mar 2021

Module/Topic

E-Marketing Research

Chapter

Chapter 6 

Events and Submissions/Topic

Quiz 2 opens on 29 March (Monday) at 09:00 AM and closes on 04 April (Sunday) at 11.00PM

Week 5 Begin Date: 05 Apr 2021

Module/Topic

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Chapter

Chapters 7 & 8 

Events and Submissions/Topic

Vacation Week Begin Date: 12 Apr 2021

Module/Topic

VACATION WEEK

Chapter

VACATION WEEK

Events and Submissions/Topic

VACATION WEEK

Week 6 Begin Date: 19 Apr 2021

Module/Topic

Product: The Online Offer

Chapter

Chapter 9 

Events and Submissions/Topic

Week 7 Begin Date: 26 Apr 2021

Module/Topic

Price: The Online Value

Chapter

Chapter 10 

Events and Submissions/Topic

Social Media Engagement Report and Presentation Due: Week 7 Friday (30 Apr 2021) 11:00 pm AEST
Week 8 Begin Date: 03 May 2021

Module/Topic

The Internet for Distribution

Chapter

Chapter 11 

Events and Submissions/Topic

Week 9 Begin Date: 10 May 2021

Module/Topic

E-Marketing Communication: Owned Media

Chapter

Chapter 12 

Events and Submissions/Topic

Week 10 Begin Date: 17 May 2021

Module/Topic

E-Marketing Communication: Paid Media

Chapter

Chapter 13 

Events and Submissions/Topic

Week 11 Begin Date: 24 May 2021

Module/Topic

E-Marketing Communication: Earned Media

Chapter

Chapter 14 

Events and Submissions/Topic

Week 12 Begin Date: 31 May 2021

Module/Topic

Ethical and Legal Issues

Customer Relationship Management

Chapter

Chapters 5 & 15 

Events and Submissions/Topic

E-Marketing Plan Due: Week 12 Friday (4 Jun 2021) 11:00 pm AEST
Assessment Tasks

1 Online Quiz(zes)

Assessment Title
Online quizzes

Task Description

Assessment 1 requires the completion of TWO (2) online quizzes. Students are to attempt each quiz online with each quiz addressing content from a relevant chapter of the prescribed textbook. There will be twenty (20) questions in each quiz with each correct answer worth 0.5 marks. The quiz answer format will be a combination of multiple choice and true or false. Each quiz will be a maximum 40 minutes in duration.


Instructions and advice

This is an individual assessment (no groups).

Both the quizzes should be attempted online through the unit’s Moodle site.

Refer to the table below for quiz opening and closing times.

Each quiz will address content from a relevant chapter of the prescribed textbook (see table below for details).

Each quiz is worth a maximum 10% towards your overall grade (i.e. 2 quizzes x 10% = 20%).

Each quiz consists of 20 questions and is a maximum 40 minutes in duration.

Answer format will be a combination of multiple choice and true or false.

There are no negative marks for incorrect answers.

Quizzes can be found under the assessment block on the unit Moodle site.

These are open book quizzes, so you can have your textbook with you when doing each quiz.

Each online quiz can only be attempted ONCE, so DO NOT start the quiz until you are ready to complete the entire quiz in one sitting.

Responsibility for access, Internet Service Provider, browsers, 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.

Any problems during the quiz (e.g. screen has frozen)? Email the Unit Coordinator immediately for assistance identifying the unit, your full name, student number, campus and approximate time the problem occurred. Any omissions of this required information may delay a response.

Students are encouraged to provide their own timer and not rely on the computer.


Quiz opening and closing dates and times:

Quiz Content Quiz opening day/time Quiz Closing day/time
1 Chapter 2 Week 3 Monday (22 March 2021) 09:00 am AEST Week 3 Sunday (28 March 2021) 11:00 pm AEST
2 Chapter 3 Week 4 Monday (29 March 2021) 09:00 am AEST Week 4 Sunday (04 April 2021) 11:00 pm AEST


Number of Quizzes

2


Frequency of Quizzes

Weekly


Assessment Due Date

Weeks 3 and 4 (see Quiz opening and closing times in 'Task Description')


Return Date to Students

Marks are shown on completion of each quiz


Weighting
20%

Assessment Criteria

Each question is worth half a mark (0.5 marks).

20 questions per quiz x 0.5 marks x 2 quizzes.

Total mark for assessment 1: 20.



Referencing Style

Submission
Online

Submission Instructions
Online (through unit's Moodle page)

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

2 Presentation

Assessment Title
Social Media Engagement Report and Presentation

Task Description

Assessment 2 is an individual assessment that involves preparing a social media engagement report by analysing contents posted on a chosen company’s Facebook/Twitter page. This assessment task requires the submission of TWO (2) FILES (i.e. one Word file and one PowerPoint file). You are required to analyse Facebook/Twitter posts by a company in fashion clothing industry and how Facebook users engage with these posts. You will classify these posts based on pre-determined categories or themes and prepare a report based on the analysis (please see assessment 2 guideline in Moodle for details). The report should include a recommendation section for the company. The main body of the report should be 2000 words maximum in length excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices. The presentation component will be in PowerPoint format with recorded voice-over limited to 5 slides (excluding title slide) and no longer than 5 minutes in duration. The following link provides a good video tutorial on how to record voice-over in PowerPoint: https://www.youtube.com/watch?v=jHeH05PKvHg


Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issue although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.


Assessment Due Date

Week 7 Friday (30 Apr 2021) 11:00 pm AEST

Penalties apply for late submission (5% mark will be deducted from the total mark for Assessment 2 per day unless an approved extension has been granted).


Return Date to Students

Week 9 Friday (14 May 2021) 12:00 am AEST


Weighting
30%

Assessment Criteria

Written report will be assessed as follows (20 marks):

  • Research (i.e. identifying and classifying FB posts) (6 marks)
  • Analysis writeup (i.e. writing about the findings and providing recommendations) (8 marks)
  • Integrate findings from theoretical and empirical research including proper in-text citations and reference list using APA referencing style (3 marks)
  • Report format (i.e. structure) and writing (i.e. spelling, grammar, sentence construction) (3 marks)


Presentation will be assessed as follows (10 marks):

  • Presentation content (i.e. covers the major findings from the analysis, provides recommendations) (5 marks)
  • Presentation delivery (i.e. delivery is professional and finishes within 5 minutes) (5 marks)


Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for Assessment 2 for every 100 words over the allowed 2000 words limit)


Referencing Style

Submission
Online

Submission Instructions
Submit through the assessment 2 submission link in the unit's Moodle page.

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
  • Information Literacy

3 Written Assessment

Assessment Title
E-Marketing Plan

Task Description

Assessment 3 is an individual assessment where the students will design an E-marketing plan (EMP) for an imaginary firm in fashion clothing industry. You are required to prepare the EMP for the chosen product with the assumption that the product will be introduced into the Australian market in 2021. There are 7 steps to prepare an EMP according to the textbook (see chapter 3 for details). The word limit for the EMP is 3000 words excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices. For details including the suggested structure of the EMP, please read the assessment 3 guideline available in the unit's Moodle page. Your assessment should show an application of relevant E-marketing concepts, theories, and analytic tools learnt in the unit.


Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.


Assessment Due Date

Week 12 Friday (4 Jun 2021) 11:00 pm AEST

Penalties apply for late submission (a 5% mark deduction will be applied per day unless an approved extension has been granted).


Return Date to Students

The graded submissions and feedback will be published after the certification of grades.


Weighting
50%

Assessment Criteria

  • Executive summary (3 marks)
  • Introduction to the report (2 marks)
  • Situation analysis (10 marks)
  • Segmentation, targeting and positioning (STP) and objectives (10 marks)
  • E-Marketing mix strategy (10 marks)
  • Implementation, Evaluation plan, and Budgeting (10 marks)
  • Referencing format (3 marks)
  • Mechanics (report format and writing style) (2 marks)

Penalties apply for exceeding word limit (a 1% mark deduction will be applied for every 100 words over the allowed 3000 words limit).


Referencing Style

Submission
Online

Submission Instructions
Submit through the assessment 3 submission link in the unit's Moodle page.

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
  • Problem Solving
  • Critical Thinking
  • Information Literacy

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.

What can you do to act with integrity?

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.