BUSMAN 720 : Digital Marketing Strategies
Business and Economics
2021 Quarter Four (1218) (15 POINTS)
Course Prescription
Course Overview
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 |
| Capability 6: | Social and Environmental Responsibilities |
Learning Outcomes
- Examine current digital marketing strategies that enable organisations to build brand awareness, drive website traffic, and grow their customer base. (Capability 1 and 4.3)
- Define and analyse problems specific to the digital marketing strategy to determine the nature of the problem and recommend practical solutions for solving it. (Capability 2, 4.3 and 6)
- Evaluate the effectiveness of a digital marketing strategy by applying digital analytics and selecting insights relevant to a given organisation to develop strategic paths (Capability 2, 3, 4.2, 5.1 and 5.2)
- 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)
- Demonstrate the importance of ethical practice and disruptive digital developments such as blockchains, mixed reality and artificial intelligence for identifying new opportunities for digital marketing. (Capability 1, 4.1 and 6)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Problem-Based Practicums | 30% | Individual Coursework |
| Digital Marketing Report | 40% | Individual Coursework |
| Digital Marketing Strategy Presentation | 30% | Group & Individual Coursework |
| 3 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Problem-Based Practicums | ||||||||||
| Digital Marketing Report | ||||||||||
| Digital Marketing Strategy Presentation | ||||||||||
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
Campus Experience
Due to the applied practical nature of the course, attendance is expected at all scheduled activities, including workshops to complete components of the course. Mini-lectures will be available as recordings. The activities for the course are scheduled as a standard weekly timetable.
Digital Analytics, Google AdWords, and Facebook Ads will be studied in the course, but an account is not required. The course uses a range of available alternatives from the industry.
Learning Resources
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.
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.