MKM3600 · Digital incubator

Overview

Modern marketing requires an understanding of strategy, ever-evolving digital tools and techniques, and an entrepreneurial mindset. Taking a practical approach, this unit equips you to effectively plan, implement, evaluate, and control digital marketing strategies for the virtual marketplace. It focuses on the application of core marketing strategy-related concepts, digital research and analytics tools, and digital techniques and platforms. A major component of this unit is a “digital incubator pitch” that would be mentored and judged by experts and senior executives in the domain.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. identify upon reflection a potential personal or entrepreneurial opportunity in a virtual marketplace based on digital innovation
2. evaluate components of digital marketing strategy at different levels of an organisation by effective collaboration in teams
3. prepare a viable digital marketing plan addressing contemporary digital marketing issues and trends resulting in customer acquisition, engagement, and retention
4. communicate ideas effectively to different audiences through both oral and written mediums.

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.

Student experience, not official rules. Nothing here changes what the Handbook says.