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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 3 - 2017

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

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 1 - 2020 : The overall satisfaction for students in the last offering of this course was 4.1 (on a 5 point Likert scale), based on a 21.21% 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
Positive comments on the unit delivery by the teaching staff, particularly in terms of their passion, helpfulness, and patience, as well as the design of the assessments and the moodle site.
Recommendation
The teaching staff should be encouraged to keep designing and utilising engaging, practical, and relevant learning resources and activities, as well as delivering the unit contents and student support in a passionate and empathetic manner.
Action Taken
The learning resources were updated.
Source: Self-evaluation and student feedback
Feedback
Even though the current textbook covers highly relevant and valuable knowledge points on all essential aspects of digital marketing, some information provided in this version of the textbook may have become slightly outdated due to the fast evolving nature of real-world digital marketing practice.
Recommendation
The unit coordinator should research and compare different textbook versions and select the best available textbook for the next delivery of this unit.
Action Taken
A newer textbook was adopted for this unit.
Source: 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%.
Action Taken
Nil.
Source: 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.
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
2 - Presentation
3 - Written Assessment
1 - Online Quiz(zes)