MKO5881 · Digital marketing

Overview

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 more recently AI 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 the digital and technological changes. It explores how marketers can utilise different digital ways of understanding, creating, communicating and delivering customer value in the marketplace.

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

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. identify and critically evaluate how traditional marketing structures, concepts, techniques, and practices translate and adapt within digital marketing environments
2. identify and critically evaluate how digital marketing contributes to value creation for all stakeholders and helps to achieve organisational goals
3. apply advanced communication, research, and analytical skills to evaluate the strategic, tactical, and ethical implications of digital marketing decisions
4. integrate and apply relevant theories, literature, and best practices to develop evidence-based solutions for practical cases in digital marketing.

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.