BUSMGT 755 : Strategic Digital Marketing
Business and Economics
2022 Quarter One (1222) (15 POINTS)
Course Prescription
Course Overview
This course is developed to address the significant shift to a new business world, where companies are facing a very different reality shaped by the digital transformation. The course has been designed to coach students to create a digital marketing strategy, use digital marketing channels and prepare them for practical requirements of digital roles. It utilizes small group lectures, tutorials with experienced practitioners, team based and blended learning to contribute to each individual's success.
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
- Analyse the business model, customer journey and the service design of contemporary business environments through the application of theoretical frameworks. (Capability 3 and 4.2)
- Create a digital marketing strategy for a ‘real’ client based on their business needs and their customers’ needs. (Capability 4.3 and 5.1)
- Implement a digital marketing strategy. (Capability 2)
- Use a range of digital marketing activities, channels and technologies to reach, activate, convert and engage users; and develop measures to track the success of the applied digital marketing activities. (Capability 1 and 5.1)
- Persuade managers and entrepreneurs of justified recommendations regarding their digital marketing strategy using both written and oral formats. (Capability 4.1 and 4.2)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Report | 40% | Individual Coursework |
| Reflection | 30% | Individual Coursework |
| Presentation | 30% | Group & Individual Coursework |
| 3 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Report | ||||||||||
| Reflection | ||||||||||
| Presentation | ||||||||||
Workload Expectations
This course is a standard 15 point course and students are expected to spend 15 hours per week involved in each 15 point course that they are enrolled in.
For this course, you can expect 15 hours of lectures, 40 hours of tutorials and team-based learning, 95 hours of reading, thinking about the content and working on assignments and/or test preparation.
Delivery Mode
Campus Experience
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.
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.
Based on the students' feedback the assessment weightings have been adjusted to put more emphasis on the individual report.
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.
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.