MKTG 304 : Digital Marketing
Business and Economics
2021 Semester One (1213) (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 |
Learning Outcomes
- 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 and 4.3)
- Select and apply digital marketing analytics tools and key metrics suitable for the analysis of a given case study to identify areas where marketing efforts are most needed. (Capability 2 and 4.2)
- Apply knowledge and skills gained through the course in completing an industry-recognised certification that covers key aspects of digital marketing. (Capability 5.1 and 5.2)
- 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 3)
- 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 1, 4.1 and 4.3)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Mini-Practicals (4) | 20% | Group & Individual Coursework |
| Professional Development/Industry Certification | 15% | Individual Coursework |
| Report: Digital Marketing Audit | 35% | Individual Coursework |
| Digital Marketing Project (Proposal & Video Presentation) | 30% | Group & Individual Coursework |
| 4 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Mini-Practicals (4) | ||||||||||
| Professional Development/Industry Certification | ||||||||||
| Report: Digital Marketing Audit | ||||||||||
| Digital Marketing Project (Proposal & Video Presentation) | ||||||||||
Workload Expectations
For this course, you can expect 1 hour of lectures, a 2 hour tutorial, 3 hours of reading and thinking about the content, and 4 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.
Industry tools and resources for digital marketing audit and content creation are also integrated in class activities and assessments.
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.