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MRKT11028 - Digital Marketing

General Information

Unit Synopsis

This unit is designed to extend the way in which the principles of modern marketing theory and practice are applied. Emphasis is placed on the legitimate role of marketing within the context of electronic commerce, interactive marketing and electronic marketing. In an age of increasing interactivity, the concept of a defined market space is addressed. Exchanges and transactions within a virtual world comprising customers, service providers stakeholders, and competitors underline the unit's emphasis on web-based value propositions and key elements contributing to both the traditional and 'new' marketing mix. Other electronic marketing areas such as database marketing and aspects of direct marketing are also addressed.

Details

Level Undergraduate
Unit Level 1
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites There are no pre-requisites for the 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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2017

Term 1 - 2017 Profile
Brisbane
Distance
Melbourne
Rockhampton
Sydney
Term 1 - 2018 Profile
Brisbane
Distance
Melbourne
Perth
Rockhampton
Sydney
Term 1 - 2019 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2020 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2022 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2022 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2023 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2023 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2024 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2024 Profile
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).

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.

Assessment Tasks

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

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

Past Exams

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Previous Feedback

Term 2 - 2023 : The overall satisfaction for students in the last offering of this course was 100.00% (`Agree` and `Strongly Agree` responses), based on a 15.63% response rate.

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.

Source: 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.
Action Taken
Assessment guidelines, detailed marking rubric and exemplars for assessments 2 and 3 were made available through the unit Moodle site. Further, a practice quiz was set to support the students for assessment 1.
Source: 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.
Action Taken
All Zoom workshop sessions were recorded and uploaded to the unit Moodle site.
Source: Feedback received from the students in the workshops.
Feedback
Students enjoyed the practical application of digital marketing concepts within their assessments throughout the term.
Recommendation
Continue to use practical examples while discussing the marketing concepts.
Action Taken
Nil.
Source: Feedback received from the students in the workshops.
Feedback
Students expected to have the exemplars for assessments 2 and 3 available on Moodle to get the support of the report structure.
Recommendation
Provide detailed description of the structure for assessments 2 and 3 reports.
Action Taken
Nil.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Explain and evaluate the main concepts, principles, issues and applications of interactive and Internet marketing.
  2. Discuss our current knowledge of how consumers and organisation customers use the Internet and other interactive media.
  3. Critically analyse the range of online marketing strategies presently used as well as those possible in terms of customer demand and technological capacity.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3
1 - Online Quiz(zes)
2 - Presentation
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
Graduate Attributes Learning Outcomes
1 2 3
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
Alignment of Assessment Tasks to Graduate Attributes
Introductory Level
Intermediate Level
Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
2 - Presentation
3 - Written Assessment
1 - Online Quiz(zes)