MKTG 304 : Digital Marketing
Business and Economics
2025 Semester One (1253) (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 3: | Knowledge and Practice |
| Capability 4: | Critical Thinking |
| Capability 5: | Solution Seeking |
| Capability 6: | Communication |
| 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 and 3)
- 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 4, 5 and 6.2)
- Complete industry-recognised certifications specific to digital marketing, demonstrating specialist knowledge and critical evaluation of digital marketing theories and practices. (Capability 3 and 8)
- 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, 5 and 6.1)
- 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 4 and 6.1)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Professional Development | 10% | Individual Coursework |
| Audit report | 35% | Individual Coursework |
| Campaign proposal | 30% | Group Coursework |
| Interactive Oral Assessment | 25% | Individual Coursework |
| 4 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Professional Development | ||||||||||
| Audit report | ||||||||||
| Campaign proposal | ||||||||||
| Interactive Oral Assessment | ||||||||||
Workload Expectations
Delivery Mode
Owing to this course's applied and practical nature, students must attend all scheduled activities, especially the mandatory tutorials, to complete various course components. While there are no formal lectures, students must thoroughly review the course materials before each tutorial. Tutorials will not be recorded due to their interactive, workshop-based format, which focuses on hands-on activities completed individually or in teams. Attendance is essential for sessions featuring industry experts, formative feedback activities, and meetings with client organisations. All course activities follow 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.
- The course structure will consist of weekly 2-hour tutorials, allowing more time for hands-on learning, training, and formative feedback activities. A greater emphasis will be placed on teamwork from the very first week, fostering collaborative learning and project development.
- AI applications in marketing will be integrated across all modules, with various AI tools introduced to enhance learning and practical application. Students will explore how AI can be seamlessly incorporated into different aspects of digital marketing, gaining hands-on experience with cutting-edge technology.
- Interactive oral assessments have been well received and, as a result, will be further incorporated into the course. Students will participate in oral defences of their digital audit findings and team proposals, ensuring each individual can articulate and defend their team's ideas, fostering a deeper understanding and application of digital marketing strategies.
Other Information
The course actively collaborates with real organisations as clients, bringing authentic digital marketing challenges directly into the classroom. Past collaborations have included Samsung NZ and Urbanaut Brewery, providing students with the opportunity to engage in practical problem-solving and gain invaluable hands-on experience.
Academic Integrity
The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework, tests and examinations 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. A student's assessed work may be reviewed against electronic source material using computerised detection mechanisms. Upon reasonable request, students may be required to provide an electronic version of their work for computerised review.
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 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.