MKTG 304 : Digital Marketing
Business and Economics
2023 Semester Two (1235) (15 POINTS)
Course Prescription
Course Overview
The course serves as an introduction to the theory and practice of holistic inbound digital marketing. It develops knowledge and skills relevant to key aspects of digital marketing, including foundations of digital analytics, social media and content marketing, digital advertising, and marketing automation. In the process, you will learn how to develop integrated digital marketing campaigns applying industry tools and resources.
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 the fundamentals of digital marketing and its impact on organisational performance. (Capability 1 and 5.1)
- Audit a live case's existing digital marketing practices to identify areas where marketing efforts are most needed and provide recommendations for improvement. (Capability 2, 4.3, 5.2 and 6)
- Complete industry-recognised certifications specific to digital marketing by applying knowledge and skills gained through the course. (Capability 1 and 5.1)
- Outline a data-driven digital marketing campaign for a given live case that aligns with an organisation's overall marketing goals and addresses the problems/needs of target markets. (Capability 3, 4.1 and 4.2)
- Select and justify digital marketing analytics tools and key metrics to determine the success of various marketing efforts and to what extent an organisation leverages websites, social media, email, and other digital channels to connect with current and prospective customers. (Capability 1 and 2)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Industry certifications | 30% | Individual Coursework |
| Report | 40% | Individual Coursework |
| Project | 30% | Group Coursework |
| 3 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Industry certifications | ||||||||||
| Report | ||||||||||
| Project | ||||||||||
Workload Expectations
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. Lectures will be available as recordings. Other learning activities, including tutorials, will not be available as recordings.
Attendance on campus is required for industry expert sessions, formative feedback activities and all meetings with a client organisation. The activities for the course are scheduled as a standard weekly timetable.
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.
2) three industry certifications will be included in the coursework instead of team-based practicums.
3) a new module on AI applications in marketing will be offered. The module will include topics such as AI in the customer journey.
Other Information
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.
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.