MKTG 304 : Digital Marketing

Business and Economics

2020 Semester Two (1205) (15 POINTS)

Course Prescription

Examines how digital devices and applications are transforming the way organisations engage with consumers and how consumers search for, compare and select products. Develops understanding of how organisations use emerging technologies and how these influence consumer preference and decision-making. Builds skills in online data analytics and conducting research with an industry partner.

Course Overview

The Digital Marketing course serves as an introduction to the theory and practice of holistic inbound digital marketing. This course helps students to develop knowledge and skills relevant to key aspects of digital marketing, including foundations of digital analytics, social media, content and email marketing, digital advertising, integration and marketing automation. It examines digital marketing trends and best industry practices, as well as introduces a framework for a customer-centred marketing strategy. The course analyses how organisations can deliver benefits to customers and build trust by utilising existing and emerging digital marketing channels.

The course also aims to introduce tools and resources relevant to the development of integrated digital marketing campaigns, from identifying areas where digital marketing efforts are most needed to creating a digital marketing campaign proposal. In addition, the course offers a range of free industry certifications from well-known industry platforms such as Hubspot and Google Analytics. Students can choose one certification that best suits their career plans, drawing on what they have learned in the course.

Course Requirements

Prerequisite: MKTG 201 and 202

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
Graduate Profile: Bachelor of Commerce

Learning Outcomes

By the end of this course, students will be able to:
  1. Demonstrate knowledge and skills specific to inbound digital marketing through analysing how real-world companies apply a customer-centric approach to their digital marketing strategies. (Capability 1, 2 and 4.3)
  2. Select and apply digital marketing analytics tools and key metrics suitable for the analysis of a given digital marketing scenario to identify areas where marketing efforts are most needed. (Capability 2, 3 and 4.2)
  3. Recommend inbound marketing strategies for ROI optimisation based on the analysis of a given digital marketing scenario and available consumer data. (Capability 3 and 6)
  4. Propose the optimal channel mix and content strategies tailored to a specific target market of a given business by providing content examples and scheduling tactics. (Capability 1, 2 and 6)
  5. Outline a data-driven digital marketing campaign for a given business that aligns with the business’ overall marketing goals and addresses the problems/needs of target markets. (Capability 3, 4.1 and 4.2)
  6. Demonstrate the ability to use knowledge and skills learnt from the course by completing an industry-recognised certification that covers key aspects of digital marketing. (Capability 1, 5.1 and 5.2)

Assessments

Assessment Type Percentage Classification
Problem-based practicals 10% Group Coursework
Digital marketing project - Part A 35% Individual Coursework
Digital marketing project - Part B 45% Group & Individual Examination
Industry certificaton 10% Individual Coursework
Assessment Type Learning Outcome Addressed
1 2 3 4 5 6
Problem-based practicals
Digital marketing project - Part A
Digital marketing project - Part B
Industry certificaton
As some course assessments are team-based, two peer evaluations will be used to determine the level of contribution of each team member. The first evaluation will be run after the completion of Assessment 1 , and the second one, at the end of the semester.  The peer evaluation points given for Assignment 1 along with the points given for team contribution in Assignment 3 will be included in the total grade for Assignment 3.

Workload Expectations

This course is a standard 15 point course. Students are expected to spend 10 hours per week on each 15 point course that they are enrolled in.

For this course, you can expect 2 hours of lectures, two weekly 1-hour workshop style drop-in sessions, 2 hours of reading and practicing industry tools and resources,  2 hours of work on assignments and/or team projects, and 2 hours of digital marketing certification. There are no tutorials for the course, however, drop-in sessions are available throughout the course.

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.

The following resources will be used in course delivery:

  1. Canvas, a departure point for teaching and learning as it provides course information and updates, as well as lecture slides and industry expert videos.
  2. Selected academic articles and industry resources.
  3. Hubspot CRM. Many course elements will be based on the leading industry CRM platform (marketing software), specifically for the digital marketing campaign proposal.
  4. Quora. A question-and-answer social network that will be used for discussion-based activities and online networking with industry professionals.
  5. Recordings of lectures will be provided on Canvas, however, regular class attendance is strongly recommended due to many technical aspects of digital marketing that will be covered in class. Please refer to the Department of Marketing Undergraduate Protocol on Canvas (see Course Resources) for further information regarding Department polices.

Other Information

After completing the course, students will be able to study advanced specialised digital marketing courses or pursue careers such as: Social Media Marketing Coordinator, Campaign Manager, Marketing and Content Coordinator, Social Media Community Manager, Digital Advertising and Content Specialist, Communication and Marketing Coordinator.

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 at 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.

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.

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 06/07/2020 11:54 p.m.