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Location Domestic International
Online Session 2 Session 2,  2

Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Advanced

Pre-requisites

MKT00102 - Consumer Behaviour AND 132 credit points in any SCU units

Unit aim

Builds on foundation marketing units to introduce students to the role of technology and digital media in the development and presentation of marketing strategies and communications. Students examine and apply theories to digital marketing environments and the marketing mix. Covers the impact of social media and emerging digital marketing technologies.

Unit content

Topic 1  How digital marketing is changing marketing
Topic 2  Digital markets and business models in a digital economy
Topic 3  The electronic marketing plan
Topic 4  Understanding online consumers
Topic 5  E-market research
Topic 6  Online design principles
Topic 7  Tools of social media - a new wave of networking
Topic 8  Online Public Relations and campaigns
Topic 9  Ethical and Legal Issues
Topic 10  New digital marketing technologies

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 analyse and discuss current and emerging trends in digital marketing, including mobile technology
2 evaluate strategies for segmenting and targeting customers in a digital marketing environment
3 analyse and apply the strategies used in developing the marketing mix for digital marketing, including pricing, product, distribution and promotion
4 demonstrate creativity and innovation in the application of digital marketing strategies
5 create an e-marketing plan.

On completion of this unit, students should be able to:

  1. analyse and discuss current and emerging trends in digital marketing, including mobile technology
    • GA4:
  2. evaluate strategies for segmenting and targeting customers in a digital marketing environment
    • GA4:
  3. analyse and apply the strategies used in developing the marketing mix for digital marketing, including pricing, product, distribution and promotion
    • GA1:
  4. demonstrate creativity and innovation in the application of digital marketing strategies
    • GA2:
  5. create an e-marketing plan.
    • GA4:

Prescribed texts

  • Strauss, J & Frost, R , 2012, E Marketing - International Edition, 6th, Pearson Education, Australia.
Prescribed texts may change in future teaching periods.