BUSMAN 720 : Digital Marketing Strategies

Business and Economics

2021 Quarter Two (1214) (15 POINTS)

Course Prescription

Focuses on marketing strategy, planning, and implementation in a digital world. Discusses digital transformation and its impact on customer engagement and consumer behaviour. Builds critical skills in online data analytics.

Course Overview

This course introduces the current stage of digital marketing with a focus on developing a successful integrated digital strategy informed by SMART objectives, relevant KPIs, and data. After taking the course, students will be able to 1) evaluate existing digital marketing practices, 2) identify appropriate tactics for reaching and engaging consumers across different digital channels, 3) create a digital marketing strategy by using a data-driven approach, and 4) select relevant measurement tools for analysing the effectiveness of digital marketing. Students will be exposed to the key areas of digital marketing including social media, content, and email marketing.
The course adheres to an industry-oriented teaching and learning strategy, and offers hands-on experiences specific to digital marketing. The course offers a number of free certifications from leading industry platforms, such as Hubspot and Google Analytics, and integrates applied learning opportunities to better equip students with workplace skills currently in demand.

Course Requirements

No pre-requisites or restrictions

Capabilities Developed in this Course

Capability 1: Disciplinary Knowledge and Practice
Capability 2: Critical Thinking
Capability 3: Solution Seeking
Capability 4: Communication and Engagement
Capability 5: Independence and Integrity

Learning Outcomes

By the end of this course, students will be able to:
  1. Identify and analyse the current digital marketing practices that enable organisations to build brand awareness, drive website traffic and grow their customer base (Capability 1 and 3)
  2. Demonstrate digital marketing skills and knowledge in a specialist area by completing a relevant industry certification. (Capability 5.1 and 5.2)
  3. Evaluate the effectiveness of the current digital marketing strategy by applying data collection methods and selecting insights relevant to a given organisation. (Capability 2 and 4.2)
  4. Develop a data-driven integrated digital marketing strategy for a given organisation that aligns with the organisation's overall marketing goals and target markets. (Capability 3, 4.1 and 4.3)
  5. Recommend content strategies tailored to a specific target market of a given organisation by providing content examples and scheduling tactics. (Capability 2 and 3)

Assessments

Assessment Type Percentage Classification
Quizzes/Mini-Practicals 20% Individual Coursework
Professional Development/Industry Certification 15% Individual Coursework
Digital Marketing Report 25% Individual Coursework
Digital Marketing Proposal 40% Group & Individual Coursework
Assessment Type Learning Outcome Addressed
1 2 3 4 5
Quizzes/Mini-Practicals
Professional Development/Industry Certification
Digital Marketing Report
Digital Marketing Proposal
The Digital Marketing Proposal Assignment includes an individual component - a peer evaluation that contributes 10% to the overall assignment grade.

The assessments are worth a total of 100%. To pass this course, students must achieve a minimum of 50% overall.

Workload Expectations

This course is a standard 15 point course. Students are expected to spend 12 hours per week on each 15 point course that they are enrolled in.

For this course, you can expect 1 hour of lectures, a 2 hour tutorial, 3 hours of reading and thinking about the content, and 6 hours of work on assignments and/or an industry certification.

Delivery Mode

Campus Experience

Due to the applied practical nature of the course, attendance is expected at all scheduled activities including tutorials to complete components of the course.
Mini-lectures will be available as recordings. Other learning activities including tutorials will not be available as recordings.
The course will include live online events such as starter activities/polls/discussions.
Attendance on campus is required for industry expert sessions and presentations of the final team-based assignment (Digital Marketing Proposal).
The activities for the course are scheduled as a standard weekly timetable.

Learning Resources

There is no textbook for the course due to the ever-changing nature of digital marketing. The course will be using a combination of relevant academic articles and resources from the best industry platforms such as Hubspot, Hootsuite, SEMRush, and Sprout Social.

Student Feedback

At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.

Your feedback helps teachers to improve the course and its delivery for future students.

Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.

Digital Resources

Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).

Please remember that the recording of any class on a personal device requires the permission of the instructor.

Some course components are based on Hubspot Marketing Hub, a leading industry CRM platform, specifically for activities related to social media, content, and email marketing. 

Academic Integrity

The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.

Inclusive Learning

All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.

Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website http://disability.auckland.ac.nz

Special Circumstances

If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.

If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.

This should be done as soon as possible and no later than seven days after the affected test or exam date.

Learning Continuity

In the event of an unexpected disruption we undertake to maintain the continuity and standard of teaching and learning in all your courses throughout the year. If there are unexpected disruptions the University has contingency plans to ensure that access to your course continues and your assessment is fair, and not compromised. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator, and if disruption occurs you should refer to the University Website for information about how to proceed.

Student Charter and Responsibilities

The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html.

Disclaimer

Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course you may be asked to submit your coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. The final decision on the completion mode for a test or examination, and remote invigilation arrangements where applicable, will be advised to students at least 10 days prior to the scheduled date of the assessment, or in the case of an examination when the examination timetable is published.

Published on 30/11/2020 04:07 p.m.