ALR703 - Digital Marketing
Unit details
| Year: | 2020 unit information |
|---|---|
| Important Update: | Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester. Last updated: 2 June 2020 |
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Earvin Cabalquinto |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - campus: | 1 x 2-hour seminar per week |
| Scheduled learning activities - cloud: | Online Independent and Collaborative learning activities 1 x 2-hour per week. This will include a range of activities including seminar recordings, and synchronous and asynchronous participation in online classroom activities |
Content
Digital Marketing is concerned with the promotion of products and services to customers and/or key stakeholders via digital media delivered across a wide array of technology platforms. While many organisations also integrate digital marketing tactics and strategy with traditional marketing communication efforts, emergent and evolving platform technologies can prove to be disruptive, changing business models and marketing practice. Within such contexts, successful marketers are those who are able to develop new skill sets and modes of practice and who can sort the fads from the trends. At the same time, the ways in which customers and stakeholders adopt and use digital platforms continues to evolve and challenge marketer assumptions and practices. This unit will examine how organisations employ digital media to understand and reach priority audiences; to build brand engagement and equity; and to manage the blurring of boundaries between digital marketing and effective customer service via the Internet, mobile and social media channels.
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| These are the Learning Outcomes (ULO) for this unit At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes) |
| ULO1 | Apply relevant theories and models to analyse digital marketing practice in business-to-consumer (B2C) contexts | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO4: Critical thinking |
| ULO2 | Research and analyse secondary sources to construct online personas suitable for content planning | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO3: Digital literacy GLO5: Problem solving |
| ULO3 | Evaluate digital marketing tactics and make recommendations to improve a customer journey | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO4: Critical thinking GLO5: Problem solving |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
Trimester 1:| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1 (Individual) - Report | 2000 word equivalent | 40% | Information not yet available |
| Assessment 2 (Individual) - Industry-based project | 3000 word equivalent | 60% | Information not yet available |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: ALR703 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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