MKO5916 · Marketing principles in digital world

Overview

The accelerated emergence and widespread adoption of digital technologies is having a significant impact on the way organisations communicate with their stakeholders. In particular, these technological advancements have shaped the way organisations develop market based value for existing and new consumers. This unit takes a customer-centric approach to understanding how organisations create, maintain and disseminate value to their stakeholders. You will apply conceptual frameworks that will allow you to create, and critically evaluate the effectiveness of different marketing strategies in an ever-changing digital economy.

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. examine the concepts and theories of marketing and apply them within a digital context
2. evaluate the role of marketing in the creation of value for stakeholders
3. use contemporary tools to understand consumers and their needs
4. appraise and select the range of strategic marketing tools to design and implement effective competitive strategies.

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.