Overview
Businesses and organisations cannot sustain their competitive advantages in today's digital age without the expertise of digital marketing. This unit is designed to extend the way in which principles of modern marketing theory and practice are applied to the digital world. In this unit, you will develop pivotal understanding on marketing technologies including artificial intelligence, techniques, and strategies involving video, email, social media, and mobile elements. In addition, this unit also covers critical insights on the implementation of branding and advertising in the interactive online environment.
Details
Pre-requisites or Co-requisites
There are no requisites for this 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).
Offerings For Term 2 - 2025
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 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.
Class Timetable
Assessment Overview
Assessment Grading
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.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
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.
Feedback from Student feedback
Students found the workshop skill building exercises useful in developing their skills.
Continue to have these skill building exercises in the workshops.
Feedback from Student and Unit Teaching Evaluations (SUTE)
Students commended the lecturers for being supportive.
Continue to provide supportive materials and additional discussions, in addition to the detailed assessment guideline and marking rubric.
- Identify the key concepts, principles, approaches, and applications of digital marketing
- Examine the critical elements of video marketing and display advertising
- Formulate effective strategies for email marketing and social media marketing
- Analyse trends and developments in the area of mobile marketing and explore the impacts of AI.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Presentation - 40% | ||||
| 2 - Written Assessment - 60% | ||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Communication | ||||
| 2 - Problem Solving | ||||
| 3 - Critical Thinking | ||||
| 4 - Information Literacy | ||||
| 5 - Team Work | ||||
| 6 - Information Technology Competence | ||||
| 7 - Cross Cultural Competence | ||||
| 8 - Ethical practice | ||||
| 9 - Social Innovation | ||||
| 10 - Aboriginal and Torres Strait Islander Cultures | ||||
Textbooks
eMarketing: Digital Marketing Strategy
Edition: 9th (2023)
Authors: Raymond D. Frost, Alexa K. Fox, and Terry M. Daugherty
Routledge
New York New York , New York , United States
ISBN: 978-1-003-24731-9 (ebk)
Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft PowerPoint
- Microsoft Word
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
n.nabi@cqu.edu.au
Module/Topic
E-Marketing's Past, Present and Future
Chapter
1
Events and Submissions/Topic
Unit overview and assessment briefing
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Strategic E-Marketing and Performance Metrics
Chapter
2
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
The E-Marketing Plan
Chapter
3
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
E-Marketing Research
Chapter
6
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Discussion of Assessment 1
Question-Answer Session
Chapter
No Set Chapter
Events and Submissions/Topic
Question-Answer Session
Social Media Engagement Report and Presentation Due: Week 5 Friday (15 Aug 2025) 11:00 pm AEST
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Consumer Behaviour Online
Segmentation, Targeting, Differentiation, and Positioning Strategies
Chapter
7, 8
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Product: The Online Offer
Chapter
9
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Price: The Online Value
The Internet for Distribution
Chapter
10, 11
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
E-Marketing Communication: Owned Media
Chapter
12
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
E-Marketing Communication: Paid Media
Chapter
13
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
E-Marketing Communication: Earned Media
Chapter
14
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Discussion of Assessment 2
Question-Answer Session
Chapter
No Set Chapter
Events and Submissions/Topic
Question-Answer Session
Digital Marketing Plan Due: Week 12 Friday (10 Oct 2025) 11:00 pm AEST
1 Presentation
This assessment requires students to adhere to the guidelines on the use of artificial intelligence tools as specified in the Artificial Intelligence Assessment Scale (AIAS). Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity. The appropriate AI scale level for this Assessment is AI PLANNING. You may use AI for planning, idea development, and research. Your final submission should demonstrate how you have developed and refined these ideas in accordance with the assessment guidelines available on Moodle.
Assessment 1 is an individual assessment that involves preparing a brief social media engagement report by analysing contents posted on a chosen brand's social media platform/s (e.g., Facebook, Instagram, etc.). For this assessment, you are required to select ONE of the following brands:
- Bonds
- Billabong
- Flight Centre Australia
- Lorna Jane
- Koko Black Chocolate
- Vegemite
- Jetstar
- Tim Tam
- Moccona
Analyse your chosen brand's recent social media posts (from last two months) as well as how social media users engage with these posts. You will classify these posts based on pre-determined categories or themes and prepare a brief report based on the analysis (please see Assessment 1 guidelines and suggestions in Moodle for details).
Notes:
- This assessment task requires the submission of TWO (2) FILES (i.e., one Word file and one PowerPoint file).
- The main body of the report should be 1000 words maximum in length excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices (if applicable).
- The presentation component will be in PowerPoint format with recorded voice-over limited to 5 slides (excluding title slide) and no longer than 5 minutes in duration. The presentation component must include the major findings from the analysis and recommendations. The following link provides a good video tutorial on how to record voice-over in PowerPoint: https://www.youtube.com/watch?v=jHeH05PKvHg
- Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issue, although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.
- Penalties apply for late submission (a 5% mark will be deducted from the total mark for this Assessment per day unless an approved extension has been granted).
Week 5 Friday (15 Aug 2025) 11:00 pm AEST
Results will be released after moderation is completed (expected release time to students is 2 weeks after the submission excluding public and University holidays time).
Written report will be assessed as follows (30 marks):
- Research (i.e., identifying and classifying social media posts) (8 marks)
- Analysis write-up (i.e., writing about the findings and providing recommendations) (10 marks)
- Integrate findings from theoretical and empirical research, including proper in-text citations and reference list using APA referencing style (6 marks)
- Report format (i.e., structure) and writing (i.e., spelling, grammar, sentence construction) (6 marks)
Presentation will be assessed as follows (10 marks):
- Presentation content (i.e., covers the major findings from the analysis, provides recommendations) (6 marks)
- Presentation delivery (i.e., delivery is professional and finishes within 5 minutes) (4 marks)
See Moodle for a detailed marking rubric for this assessment task.
- Identify the key concepts, principles, approaches, and applications of digital marketing
- Examine the critical elements of video marketing and display advertising
- Formulate effective strategies for email marketing and social media marketing
- Analyse trends and developments in the area of mobile marketing and explore the impacts of AI.
2 Written Assessment
This assessment requires students to adhere to the guidelines on the use of artificial intelligence tools as specified in the Artificial Intelligence Assessment Scale (AIAS). Any misuse or lack of disclosure regarding the use of AI tools will be considered a breach of academic integrity. The appropriate AI scale level for this Assessment is AI PLANNING. You may use AI for planning, idea development, and research. Your final submission should demonstrate how you have developed and refined these ideas in accordance with the assessment guidelines available on Moodle.
Assessment 2 is an individual assessment whereby students will design a Digital Marketing Plan for a small Australian company/brand of their choice. The Digital Marketing Plan will be based on a new app the company is planning to launch in 2026. This new app can be used to help generate leads, increase brand awareness, attract new customers, drive traffic to the website, enhance brand visibility, or help sell the company’s products/services. There are 7 steps to prepare a Digital Marketing Plan according to the textbook (see Week 3 contents for details).
Notes:
- This assessment task requires the submission of ONE (1) Word FILE.
- The word limit for this assessment is 3000 words excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices (if applicable). For details including the suggested structure of the report, please read the Assessment 2 guidelines available in the unit's Moodle page.
- Your assessment should show an application of relevant Digital Marketing concepts, theories, and analytic tools learnt in the unit.
- Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues, although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.
- Penalties apply for late submission (a 5% mark will be deducted from the total mark for this Assessment per day unless an approved extension has been granted).
Week 12 Friday (10 Oct 2025) 11:00 pm AEST
Marked assessments will be returned following certification of grades (Friday, 7 November 2025).
This task will be assessed based on -
- Executive summary (3 marks)
- Introduction to the report (3 marks)
- Situation analysis and objectives (12 marks)
- Segmentation, targeting and positioning (STP) (12 marks)
- E-Marketing mix strategy (12 marks)
- Implementation, Evaluation plan, and Budgeting (12 marks)
- Referencing (3 marks)
- Mechanics (report format and writing style) (3 marks)
Total: 60 marks
See Moodle for a detailed marking rubric for this assessment task.
- Identify the key concepts, principles, approaches, and applications of digital marketing
- Examine the critical elements of video marketing and display advertising
- Formulate effective strategies for email marketing and social media marketing
- Analyse trends and developments in the area of mobile marketing and explore the impacts of AI.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
