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 2 - 2023

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

Some students were receptive to the provision of assessment guidelines, marking rubrics, mark sheets, and exemplars.

Recommendation

Provide students with additional assessment support in the form of assessment guidelines, marking rubrics, mark sheets, and exemplars available through the unit Moodle site.

Feedback from Student feedback

Feedback

Some students valued having access to weekly recorded Zoom sessions.

Recommendation

Offer weekly Zoom workshop/s to address the leaning activities and to discuss assessments. All Zoom sessions to be recorded and uploaded within 24 hours to the unit Moodle site for the benefit of those students who cannot participate.

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
10 - Aboriginal and Torres Strait Islander Cultures

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
1 - Online Quiz(zes) - 20%
2 - Presentation - 30%
3 - Written Assessment - 50%
Textbooks and Resources

Textbooks

Prescribed

E-marketing

Edition: 8th (2018)
Authors: Frost, R., Fox, A.K., & Strauss, J
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)
  • Microsoft PowerPoint
  • Microsoft Word
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: 10 Jul 2023

Module/Topic

E-Marketing's Past, Present and Future

Chapter

Events and Submissions/Topic

Week 2 Begin Date: 17 Jul 2023

Module/Topic

Strategic E-Marketing and Performance Metrics

Chapter

Events and Submissions/Topic

Week 3 Begin Date: 24 Jul 2023

Module/Topic

The E-Marketing Plan

Chapter

Events and Submissions/Topic

Online Quiz 1 opens Monday (24 July 2023) 09:00 am AEST and closes Sunday (30 July 2023) 11:00 pm AEST

Week 4 Begin Date: 31 Jul 2023

Module/Topic

E-Marketing Research

Chapter

Events and Submissions/Topic

Online Quiz 2 opens Monday (31 July 2023) 09:00 am AEST and closes Sunday (6 August 2023) 11:00 pm AEST

Week 5 Begin Date: 07 Aug 2023

Module/Topic

Consumer Behaviour Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Chapter

7 & 8 

Events and Submissions/Topic

Vacation Week Begin Date: 14 Aug 2023

Module/Topic

Chapter

Events and Submissions/Topic

Week 6 Begin Date: 21 Aug 2023

Module/Topic

Product: The Online Offer

Chapter

Events and Submissions/Topic

Week 7 Begin Date: 28 Aug 2023

Module/Topic

Price: The Online Value

Chapter

10 

Events and Submissions/Topic

Social Media Engagement Report and Presentation Due: Week 7 Friday (1 Sept 2023) 11:00 pm AEST
Week 8 Begin Date: 04 Sep 2023

Module/Topic

The Internet for Distribution

Chapter

11 

Events and Submissions/Topic

Week 9 Begin Date: 11 Sep 2023

Module/Topic

E-Marketing Communication: Owned Media

Chapter

12 

Events and Submissions/Topic

Week 10 Begin Date: 18 Sep 2023

Module/Topic

E-Marketing Communication: Paid Media

Chapter

13 

Events and Submissions/Topic

Week 11 Begin Date: 25 Sep 2023

Module/Topic

E-Marketing Communication: Earned Media

Chapter

14 

Events and Submissions/Topic

Week 12 Begin Date: 02 Oct 2023

Module/Topic

Ethical and Legal Issues

Customer Relationship Management

Chapter

5 & 15 

Events and Submissions/Topic

E-Marketing Plan Due: Week 12 Friday (6 Oct 2023) 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 quizzes should be attempted online through the unit’s Moodle site.

Quizzes can be accessed from inside the Assessment tile on the unit 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.

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 issues 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 issue 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 Content Quiz Opening Day/Time Quiz Closing Day/Time
1 Chapter 2 Week 3 Monday (24 July 2023) 09:00 am AEST Week 3 Sunday (30 July 2023) 11:00 pm AEST
2 Chapter 3 Week 4 Monday (31 July 2023) 09:00 am AEST Week 4 Sunday (6 August 2023) 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).
  • Twenty questions per quiz x 0.5 marks x 2 quizzes.
  • Total: 20 marks.


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

This assessment task requires the submission of TWO (2) FILES (i.e., one Word file and one PowerPoint file). Assessment 2 is an individual assessment that involves preparing a brief social media engagement report by analysing contents posted on a chosen brand's social media platform/s (e.g., Facebook, Instagram, YouTube, Twitter).

You are required to select one of the following brands:

  • Bonds
  • Billabong
  • Coles
  • Domain Real Estate
  • Flight Centre Australia
  • Kmart Australia
  • Lorna Jane
  • Qantas
  • Vegemite
  • Woolworths
  • Jetstar

Analyse your chosen brand's social media posts as well as how social media users engage with these posts. You will classify these posts based on pre-determined categories or themes and prepare a brief report based on the analysis (please see Assessment 2 guidelines in Moodle for details). The report should include a recommendation section for your chosen brand. The main body of the report should be 1500 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 presentation component must include the major findings from the analysis and recommendations. The following link provides a good video tutorial on how to record voice-over in PowerPoint: https://www.youtube.com/watch?v=jHeH05PKvHg


NB: The brand you select will also be used in the Assessment 3 task.


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 (1 Sept 2023) 11:00 pm AEST

Penalties apply for late submission (a 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 (15 Sept 2023)

Results will be released after moderation is completed (expected release time to students is 2 weeks after the submission excluding public and University holidays time).


Weighting
30%

Assessment Criteria

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

  • Research (i.e., identifying and classifying social media posts) (6 marks)
  • Analysis write-up (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) (6 marks)
  • Presentation delivery (i.e., delivery is professional and finishes within 5 minutes) (4 marks)


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

This assessment task requires the submission of ONE (1) FILE (i.e., one Word file). Assessment 3 is an individual assessment whereby students will design an E-marketing plan (EMP) for their chosen brand from Assessment 2. The EMP will be based on a new product/service the company is planning to launch for the brand in 2024. There are 7 steps to prepare an EMP according to the textbook (see chapter 3 for details). The word limit for the EMP is 2500 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 guidelines 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 (6 Oct 2023) 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

Marked assessments will be returned following certification of grades (Friday, 3 November 2023).


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)


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.

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?