Overview
Digital marketing is fundamentally crucial to any business success nowadays, and has become every marketer’s Best Friend Forever (BFF). In this unit, you will refresh your mindset with a wide range of essential digital marketing concepts and theories, and will turbocharge your skillset in relation to web, search, content, social media, and mobile marketing. You will also learn how advancements in marketing technology in particular machine learning are revolutionising marketing practices and enabling smarter marketing. This unit aims to ultimately take your marketing expertise to the next level.
Details
Pre-requisites or Co-requisites
Pre-requisite: MRKT20052.
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
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).
Recommended Student Time Commitment
Each 6-credit Postgraduate 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
Assessment Overview
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.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
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 Self observation
Digital marketing is now fundamentally crucial to the success of any strategic marketing programs.
The teaching staff in the future offerings of this unit will be encouraged to utilise more learning and teaching materials related to digital marketing.
Feedback from Staff reflection
Machine learning has emerged as an important force in revolutionising practices related to strategic marketing or marketing metrics and analytics.
The teaching staff in the future offerings of this unit will be encouraged to incorporate the learning and teaching materials related to the application of machine learning to marketing.
- Evaluate and communicate a range of digital marketing concepts and theories and their application to business contexts
- Assess and evaluate contemporary tools and practices in relation to web and search marketing
- Analyse and understand pivotal trends and opportunities in relation to content, social media, and mobile marketing
- Demonstrate a comprehensive understanding of the major advancements in marketing technology as well as the critical roles of machine learning in the ongoing marketing revolutions.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Written Assessment - 40% | ||||
| 2 - Written Assessment - 60% | ||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Knowledge | ||||
| 2 - Communication | ||||
| 3 - Cognitive, technical and creative skills | ||||
| 4 - Research | ||||
| 5 - Self-management | ||||
| 6 - Ethical and Professional Responsibility | ||||
| 7 - Leadership | ||||
| 8 - Aboriginal and Torres Strait Islander Cultures | ||||
Textbooks
Digital Marketing: Strategic Planning & Integration
Edition: 2nd (2022)
Authors: Annmarie Hanlon
Sage
ISBN: 9781529742800
Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Office
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.
e.li@cqu.edu.au
Module/Topic
The Digital Marketing Environment & The Digital Consumer
Chapter
1 & 2
Events and Submissions/Topic
Module/Topic
Machine Learning and Marketing: Supervised Learning
Chapter
No set chapter
Events and Submissions/Topic
Module/Topic
Machine Learning and Marketing: Unsupervised Learning
Chapter
No set chapter
Events and Submissions/Topic
Module/Topic
Email, Websites, SEO and Paid Search
Chapter
3
Events and Submissions/Topic
Module/Topic
Content Marketing
Chapter
4
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Social Media Marketing
Chapter
5
Events and Submissions/Topic
Module/Topic
Mobile Marketing
Chapter
7
Events and Submissions/Topic
Module/Topic
Digital Marketing Audits & Digital Marketing Strategy and Objectives
Chapter
9 & 10
Events and Submissions/Topic
Module/Topic
Digital Marketing Planning
Chapter
11
Events and Submissions/Topic
Module/Topic
Managing Resources and Reporting
Chapter
12
Events and Submissions/Topic
Module/Topic
Digital Marketing Metrics and Analytics
Chapter
13
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
1 Written Assessment
- Summarise the findings of the article in your own words;
- Introduce a real-world organisation and provide one specific recommendation on how this organisation could benefit from applying the findings of the article.
Week 7 Friday (1 Sept 2023) 5:00 pm AEST
Week 9 Friday (15 Sept 2023)
- Article 1: summary of findings, organisation introduction, recommendation - 15 marks
- Article 2: summary of findings, organisation introduction, recommendation - 15 marks
- Writing style and referencing - 10 marks
- Total - 40 marks
- Evaluate and communicate a range of digital marketing concepts and theories and their application to business contexts
- Assess and evaluate contemporary tools and practices in relation to web and search marketing
- Analyse and understand pivotal trends and opportunities in relation to content, social media, and mobile marketing
- Demonstrate a comprehensive understanding of the major advancements in marketing technology as well as the critical roles of machine learning in the ongoing marketing revolutions.
2 Written Assessment
In this assessment, please imagine that you are in charge of marketing for a hypothetical new company which will start competing in the home delivery meal kit industry in Australia later this year.
Specifically, you will develop and justify five recommendations for this new company's marketing practices, including:
- A recommendation related to search marketing;
- A recommendation related to content marketing;
- A recommendation related to social media marketing;
- A recommendation related to mobile marketing;
- A recommendation related to marketing technology and machine learning.
This assessment should be submitted in a single Word document, has a word limit between 900-1800, and requires a minimum of 10 references.
Week 12 Friday (6 Oct 2023) 5:00 pm AEST
The results for this final assessment will be released on the Certification of Grades date.
- Recommendation related to search marketing - 10 marks
- Recommendation related to content marketing - 10 marks
- Recommendation related to social media marketing - 10 marks
- Recommendation related to mobile marketing - 10 marks
- Recommendation related to marketing technology and machine learning - 10 marks
- Writing style and referencing - 10 marks
- Total - 60 marks
- Evaluate and communicate a range of digital marketing concepts and theories and their application to business contexts
- Assess and evaluate contemporary tools and practices in relation to web and search marketing
- Analyse and understand pivotal trends and opportunities in relation to content, social media, and mobile marketing
- Demonstrate a comprehensive understanding of the major advancements in marketing technology as well as the critical roles of machine learning in the ongoing marketing revolutions.
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?
