MKTG 304 : Digital Marketing
Business and Economics
2024 Semester Two (1245) (15 POINTS)
Course Prescription
Course Overview
The course serves as an introduction to the theory and practice of holistic inbound digital marketing, developing knowledge and skills relevant to key aspects such as digital analytics, social media, content marketing, digital advertising, and marketing automation. Throughout the course, students will learn to develop integrated digital marketing campaigns, applying industry tools and resources.
Capabilities Developed in this Course
| Capability 1: | People and Place |
| Capability 2: | Sustainability |
| Capability 3: | Knowledge and Practice |
| Capability 4: | Critical Thinking |
| Capability 5: | Solution Seeking |
| Capability 6: | Communication |
| Capability 7: | Collaboration |
| Capability 8: | Ethics and Professionalism |
Learning Outcomes
- Examine the fundamentals of digital marketing and its impact on organisational performance, fostering connections with diverse communities and encouraging responsible citizenship through effective digital strategies. (Capability 1.1, 3.1 and 8.1)
- Conduct a thorough audit of a client organisation's digital marketing practices, identifying key areas for improvement and offering strategic recommendations that address immediate needs while enhancing understanding of the business’s sustainability risks and opportunities. (Capability 2.2, 4.1, 5.1, 6.2 and 8.2)
- Complete industry-recognised certifications specific to digital marketing, demonstrating specialist knowledge and critical evaluation of digital marketing theories and practices. (Capability 3.2 and 4.1)
- Develop and present a data-driven digital marketing campaign tailored to a specific client organisation, ensuring alignment with its marketing goals and responsiveness to audience needs while showcasing proficiency in evidence-based reasoning, innovative problem-solving, and effective communication. (Capability 4.2, 5.2, 6.1 and 7.1)
- Defend a digital marketing campaign proposed to a client organisation, including goals, objectives, key metrics, and content ideas, ensuring that it adheres to ethical practices, strengthens customer relationships, and aligns with the organisation’s overall marketing goals. (Capability 3.2, 4.2 and 6.1)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Industry certifications | 10% | Individual Coursework |
| Audit report | 40% | Individual Coursework |
| Campaign proposal | 30% | Group Coursework |
| Proposal defence | 20% | Individual Coursework |
| 4 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Industry certifications | ||||||||||
| Audit report | ||||||||||
| Campaign proposal | ||||||||||
| Proposal defence | ||||||||||
Workload Expectations
Delivery Mode
Campus Experience
Owing to the applied and practical nature of the course, students are expected to attend all scheduled activities, including tutorials, to complete various course components. While lectures will be available as recordings, other learning activities, such as tutorials, will not be recorded due to their interactive workshop format, which emphasises hands-on activities designed for completion either individually or in teams. Attendance at plenary lectures is mandatory for sessions with industry experts, formative feedback activities, and all meetings with a client organisation. All course activities adhere to 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.
Several course components are based on Hubspot, a prominent industry CRM platform. All students will receive complimentary access to all features available in the Hubspot Marketing Hub and Semrush. The access includes tools for social media, SEO, email marketing, 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.
1. The course structure will comprise weekly 2-hour tutorials and a 1-hour plenary lecture, allocating more time for hands-on learning, training, and formative feedback activities. A greater emphasis will be placed on teamwork from the very first week, encouraging collaborative learning and project development.
2. AI applications in marketing will be integrated across all modules, with a variety of AI tools introduced to enhance learning and application. Students will explore how AI can be seamlessly incorporated into different aspects of digital marketing, gaining hands-on experience with cutting-edge technology.
3. Individual proposal defense interviews will be implemented, a change supported by 66% of surveyed students. This format ensures that each student has the opportunity to articulate and defend their team's proposed ideas, fostering a comprehensive understanding and application of digital marketing strategies.
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 for potential plagiarism or other forms of academic misconduct, 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.