Units / MKF3881
MKF3881 · Digital marketing
2026 Handbook6 credit pointsLevel 3Department of Marketing
Last checked: 23 Aug 2026 UTCOverview
Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been www and online transacting which has already revolutionised a number of sectors of the world economy. This subject takes marketing and traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.
Offerings
| Campus | Teaching period | Mode |
|---|---|---|
| Caulfield | Second semester | Teaching activities are on-campus (ON-CAMPUS) |
| Caulfield | First semester | Teaching activities are on-campus (ON-CAMPUS) |
Assessment
The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.
| # | Assessment | Type | Weight | Hurdle |
|---|---|---|---|---|
| 1 | 1 - Exercise | Exercise | 10% | — |
| 2 | 2 - Exercise | Exercise | 15% | — |
| 3 | 3 - Project | Project | 35% | — |
| 4 | 4 - Project | Project | 40% | — |
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Requisites
prerequisite
prohibitions
- MKI3881 — Digital marketing
Learning outcomes
- critically reflect how traditional marketing structures and concepts, techniques and activities translate into the digital marketing medium
- advocate an integrated perspective of how digital marketing contributes to value creation for all stakeholders
- critically review markets, and create and develop innovative digital solutions to fulfil identifiable needs
- adapt and implement theory and practice to the rapidly evolving digital marketing environment.
Workload
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
| Activity | Duration |
|---|---|
| Tutorials | 24 hours |
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