MKTG3307 Digital Marketing

Credit
6 points
Offering
(see Timetable)
AvailabilityLocationMode
Semester 1UWA (Perth)Face to face
Details for undergraduate courses
  • Level 3 option in the Marketing major sequence
  • The area of knowledge for this unit is Management and Commerce
  • Category B broadening unit for students
  • Level 3 elective
Content
In this unit, students will learn about the key pillars of digital marketing; social media marketing and search engine marketing. Specifically, the unit will focus on the front-office engagement initiatives and the back-office data analytics possible on social and search. The unit balances theory and practice, giving students the opportunity to design and deliver a marketing campaign for a local organisation, and encouraging them to build their own personal brands online.
Outcomes
Students are able to (1) critically reflect on the role new technologies play in marketing, organisations and society; (2) critically reflect on the theories underpinning the use of new technologies in marketing; (3) exercise judgement to recommend solutions for emerging marketing issues around the integration of new technologies; (4) utilise marketing technologies to communicate to a range of stakeholders; (5) demonstrate competencies to work effectively in diverse teams; (6) demonstrate the ability to give oral presentations in a clear and coherent manner; and (7) demonstrate the ability to produce clear and concise written communication..
Assessment
Indicative assessments in this unit are as follows: (1) participation; (2) marketing campaign; and (3) online test. Further information is available in the unit outline.

Supplementary assessment is not available in this unit except in the case of a bachelor's pass degree student who has obtained a mark of 45 to 49 overall and is currently enrolled in this unit, and it is the only remaining unit that the student must pass in order to complete their course.
Unit Coordinator(s)
Ms Momoko Fujita
Unit rules
Prerequisites:
any two Level 2 Marketing units; for pre-2012 courses: MKTG2203 Marketing Management (or equivalent)
or
MKTG2204 Consumer Behaviour (or equivalent)
Contact hours
lectures/tutorials/seminars/workshops: up to 3 hours per week
Unit Outline
Semester 1_2019 [SEM-1_2019]
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available at the University Co-operative Bookshop (from early January) and appropriate administrative offices for students to consult. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.