Unit Synopsis
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
| Level | Postgraduate |
|---|---|
| Unit Level | 9 |
| Credit Points | 6 |
| Student Contribution Band | SCA Band 4 |
| Fraction of Full-Time Student Load | 0.125 |
| 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). |
| Class Timetable | View Unit Timetable |
| Residential School | No Residential School |
Unit Availabilities from Term 1 - 2026
Term 2 - 2026 Profile
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.
Assessment Tasks
| Assessment Task | Weighting |
|---|---|
| 1. Written Assessment | 40% |
| 2. Written Assessment | 60% |
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%).
Past Exams
All University policies are available on the Policy web site, however you may wish to directly view the following policies below.
This list is not an exhaustive list of all University policies. The full list of policies are available on the Policy web site .
Term 2 - 2025 : The overall satisfaction for students in the last offering of this course was 85.71% (`Agree` and `Strongly Agree` responses), based on a 28% 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 evaluations
It would be appreciated if the relevancy of this unit to its associated degree(s) could be further enhanced.
The teaching staff in the future offerings of this unit will be encouraged to further refine the contents involved in the unit so that they could be more relevant to the contemporary practices or theories related to (digital) marketing.
This recommendation has been implemented.
Source: Student evaluations
It would be appreciated if the usefulness of the feedback provided by teaching/marking staff in this unit could be further enhanced.
The teaching staff in the future offerings of this unit will be encouraged to provide students assessment feedback that is constructive, easily understandable, and beneficial to students' learning.
This recommendation has been implemented.
Source: Staff self-reflection.
The designing of assessments in this unit has been based on reaching a balance of involving valuable theoretical aspects and a high level of relevancy to the real-world scenarios.
The teaching staff in the future offerings of this unit will be encouraged to continue the practice of designing assessments that integrate critical theoretical aspects and are highly relatable to real-world contexts.
In Progress
Source: Student feedback.
Positive comments about the teaching staff involved in delivering this unit.
The teaching staff in the future offerings of this unit will be encouraged to keep delivering the unit contents in an effective, supportive, and engaging manner.
In Progress
On successful completion of this unit, you will be able to:
- 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.
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Written Assessment | • | • | • | • |
| 2 - Written Assessment | • | • | • | • |
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Knowledge | • | • | • | • |
| 2 - Communication | • | • | • | • |
| 3 - Cognitive, technical and creative skills | • | • | • | • |
| 4 - Research | • | • | • | • |
| Assessment Tasks | Graduate Attributes | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 8 | |