MKTG 712 : Digital Marketing Strategy
Business and Economics
2025 Semester Two (1255) (15 POINTS)
Course Prescription
Course Overview
The course aims to equip students with advanced skills in digital marketing by focusing on the strategic use of AI, data analytics, and emerging industry trends to drive competitive advantage and enhance customer engagement. Emphasising real-world applications and innovation, it examines the creator economy, digital public relations, and data-driven decision-making as essential components of contemporary digital marketing strategy.
Capabilities Developed in this Course
| 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
- Critically analyse the shifts in digital marketing practices and emerging trends, forecasting their impact on digital marketing strategies and assessing potential ethical implications. (Capability 3)
- Identify and critically evaluate the strategic factors influencing decision-making in digital marketing to improve brand impact, enhance audience engagement, and drive sustainable competitive advantage. (Capability 4)
- Explain the role of the creator economy in digital marketing and develop strategies to engage influencers and content creators in brand-building efforts for greater reach and authenticity. (Capability 5 and 6.2)
- Apply digital public relations strategies to enhance brand reputation, foster community engagement, and manage brand perception across online media channels. (Capability 8)
- Design and defend an integrated digital marketing strategy across paid, owned, and earned channels to maximise customer acquisition and retention, leveraging data insights and industry tools. (Capability 6.1 and 7)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Professional Development | 35% | Individual Coursework |
| Project | 25% | Group & Individual Coursework |
| Portfolio | 40% | Individual Coursework |
| 3 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Professional Development | ||||||||||
| Project | ||||||||||
| Portfolio | ||||||||||
Workload Expectations
This course is a standard 15-point course. Following University workload guidelines, a standard 15 point course represents approximately 150 hours of study.
Delivery Mode
Campus Experience
Due to the applied nature of the course, attendance at all scheduled activities is expected. 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 is mandatory for sessions with industry experts. 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.
In response to feedback from master’s students who studied Digital Marketing courses, several improvements will be implemented. First, an industry certification relevant to the use of AI in marketing has been incorporated into the Professional Development assessment. Additionally, the inclusion of a portfolio aims to provide students with the opportunity to compile industry-focused work, enhancing their employability and job market readiness.
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.
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.