BUSMAN 720 : Digital Marketing Strategies

Business and Economics

2022 Quarter Four (1228) (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 offers a strategic overview of the key areas of digital marketing, ranging from SEO and Digital Analytics to Social Media and Marketing Automation – all of which are crucial for 21st-century organisations. You will explore and practice all steps involved in the digital marketing strategy design process. After taking the course, students will be able to 1) evaluate existing digital marketing practices, 2) apply relevant analytics tools for analysing the effectiveness of digital marketing, and 3) create a data-driven digital marketing strategy

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 6: Social and Environmental Responsibilities

Learning Outcomes

By the end of this course, students will be able to:
  1. Demonstrate an understanding of of core components of an effective digital marketing strategy and how it is used to achieve organisational goals. (Capability 1)
  2. Define and analyse problems specific to digital marketing and provide actionable recommendations (Capability 2, 3 and 4.2)
  3. 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 and 6)
  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 1, 2, 3, 4.1 and 4.3)
  5. Identify new opportunities for creating engaging customer experiences presented by disruptive digital developments such as augmented reality and artificial intelligence (Capability 3 and 6)

Assessments

Assessment Type Percentage Classification
Practicals 25% Individual Coursework
Report 35% Individual Coursework
Presentation 40% Group & Individual Coursework
Assessment Type Learning Outcome Addressed
1 2 3 4 5
Practicals
Report
Presentation
 The assessments cover three key areas and equip you with the necessary concepts and skills relevant to:
1) Digital marketing strategy foundations
2) Analysis of the current digital marketing strategies
3) Digital marketing strategy formulation

The last assessment (a digital marketing strategy presentation for a client company) includes an individual component that assesses 1) presentation skills and 2) peer evaluation. The individual component contributes 10% to the overall assessment 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.

Delivery Mode

Campus Experience

Due to the applied practical nature of the course, attendance is expected at all scheduled activities.
Mini-lectures will be available as recordings. Other learning activities such as in-class teamwork will not be available as recordings.
Attendance is required for industry expert sessions and presentations of the final team-based assignment (client presentation). The activities for the course are scheduled as a standard weekly timetable.

In the case of digital delivery, we will pre-record lectures. The pre-recording guarantees an uninterrupted content delivery for you. We will ask you to watch these lectures before we meet in class. Pre-recorded lectures for each week will be available prior to our Zoom sessions. This will allow you to watch the videos at your own pace and in your own time.

Learning 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.

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.

The course uses Hubpsot CRM for some activities. Through the Hubspot Education Partner Program (EPP), students receive free access to the company's CRM and all available in the Marketing Pro feature set, typically valued from $800 per month. This includes things like social media, email marketing, blogging, landing pages, and much more.

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.

Other Information

The course works with live cases, and such an approach allows bringing real organisations with real digital marketing challenges in the classroom.

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.

Students are encouraged to use University of Auckland resources to avoid penalties for poor academic integrity. For an overview, go to: https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/academic-integrity-copyright/about-academic-integrity.html
For examples of how to avoid academic integrity issues, go to: https://www.cite.auckland.ac.nz/index.html

Class Representatives

Class representatives are students tasked with representing student issues to departments, faculties, and the wider university. If you have a complaint about this course, please contact your class rep who will know how to raise it in the right channels. See your departmental noticeboard for contact details for your class reps.

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 course assessment continues to meet the principles of the University’s assessment policy. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator/director, 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 students may be asked to submit 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. In exceptional circumstances changes to elements of this course may be necessary at short notice. Students enrolled in this course will be informed of any such changes and the reasons for them, as soon as possible, through Canvas.

Published on 08/11/2021 05:13 p.m.