MKT203 Digital and Social Media Marketing
Unit Code
MKT203
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT101
Credit Points
10
Overview
The internet has transformed the way business is conducted. The evolution of marketing into digital marketing is evidence of consumers exercising increasing control over their choices. Digital and social media marketing will introduce students to the ‘rules of the game’ in digital marketing, including cracking the code of new ways to market goods and/or services, reaching, engaging, and serving these empowered customers. Digital marketing also introduces a new framework of the 3i principle in digital marketing: initiate, iterate, and integrate, as well as the 4e of digital marketing: excite, educate, experience, and engagement. Digital marketing is designed to cover the basic principles of digital marketing, the use of search engine optimisation, online advertising, social media marketing, and data analytics. In addition, digital marketing students investigate globalisation, adaptation, and real-time communication issues together with new forms of segmentation and an entirely new paradigm of understanding consumers in this rapidly changing digital environment.
Associated Degrees
Bachelor of Business (Information Systems)
Bachelor of Business (Marketing)
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☐ core subject
☐ elective subject
☒ other (please specify below): Core for BBM and Elective for BBIS
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Subject Learning Summary
The subject introduces digital marketing and its role in contemporary marketing practice. It examines micro- and macro-environmental influences, digital marketing strategy, digital media, the marketing mix and relationship marketing. Students develop skills in marketing communications, digital customer experience, campaign planning and evaluating digital marketing performance.
Learning Outcomes
- Demonstrate an understanding of the basic principles of digital marketing
- Develop competitive digital marketing strategies using tools (digital analytics) to analyse performance
- Source and use relevant information to develop and present digital marketing strategies
- Appraise digital activities across channels, including traditional marketing channels
- Apply and analyse problem-solving skills relating to all aspects of digital marketing in a variety of contexts
- Demonstrate skills to communicate digital marketing knowledge in written contexts
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Annotated Visual Framework (Visual Map + Critical Analysis) |  Week3 | 20% |
| Assessment 2: Group Presentation - Comparative Analysis of Digital Marketing Platforms | Week 7 | 50% |
| Assessment 3: Individual Essay - Social Media Marketing Plan | Week 12 | 30% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- D'Alessandro, S., Lowe, B., Winzar, H., Zikmund, W. & Babin, J. (2023) Marketing Research: Asia Pacific Edition. 5th ed. Cengage Learning Australia.
- Saunders, M., Lewis, P. & Thornhill, A. (2023) Research Methods for Business Students. 9th edn. Harlow: Pearson Education.
Texts and References
- Hair, J., Ortinau, D. & Harrison, D. (2024) Essentials of Marketing Research. 6th ed. McGraw-Hill Education.
Recommended Reading
- Babin, B. (2018) Essentials of Marketing Research. 7th ed. Cengage Learning, USA.
- Maison, D. (2018) Qualitative Marketing Research. 1st ed. Routledge, Taylor & Francis Group.
- Maison, D. (2018) Qualitative Marketing Research. 1st ed. Routledge, Taylor & Francis Group.
- Malhotra, N.K., Birks, D.F. & Wills, P.A. (2019) Essentials of Marketing Research. 1st ed. Pearson Higher Education, UK.