MRKT11028 - Digital Marketing

General Information

Unit Synopsis

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, 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

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 - 2024

Term 1 - 2025 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2025 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) 10%
2. Presentation 40%
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 2 - 2023 : The overall satisfaction for students in the last offering of this course was 100.00% (`Agree` and `Strongly Agree` responses), based on a 15.63% 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
Some students were receptive to the provision of assessment guidelines, marking rubrics, mark sheets, and exemplars.
Recommendation
Provide students with additional assessment support in the form of assessment guidelines, marking rubrics, mark sheets, and exemplars available through the unit Moodle site.
Action Taken
Assessment guidelines, detailed marking rubric and exemplars for assessments 2 and 3 were made available through the unit Moodle site. Further, a practice quiz was set to support the students for assessment 1.
Source: Student feedback
Feedback
Some students valued having access to weekly recorded Zoom sessions.
Recommendation
Offer weekly Zoom workshop/s to address the leaning activities and to discuss assessments. All Zoom sessions to be recorded and uploaded within 24 hours to the unit Moodle site for the benefit of those students who cannot participate.
Action Taken
All Zoom workshop sessions were recorded and uploaded to the unit Moodle site.
Source: Feedback received from the students in the workshops.
Feedback
Students enjoyed the practical application of digital marketing concepts within their assessments throughout the term.
Recommendation
Continue to use practical examples while discussing the marketing concepts.
Action Taken
In Progress
Source: Feedback received from the students in the workshops.
Feedback
Students expected to have the exemplars for assessments 2 and 3 available on Moodle to get the support of the report structure.
Recommendation
Provide detailed description of the structure for assessments 2 and 3 reports.
Action Taken
In Progress
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Identify the key concepts, principles, approaches, and applications of digital marketing
  2. Examine the critical elements of video marketing and display advertising
  3. Formulate effective strategies for email marketing and social media marketing
  4. Analyse trends and developments in the area of mobile marketing.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
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 4
1 - Communication • • • •
2 - Problem Solving • • •
3 - Critical Thinking • • • •
4 - Information Literacy • •
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 10