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School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Digital Marketing

  • Unit Code

    MKT2810

  • Year

    2025

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

  • Unit Coordinator

    Dr Violetta WILK

Description

As businesses increasingly adopt digital mindsets, it has become imperative to be familiar with digital marketing fundamentals. This unit will introduce students to the principles, concepts, tactics, and strategies of digital marketing. Students will gain proficiency in a variety of digital channels, tools, and techniques to plan, implement, and measure digital marketing efforts. This unit explores the role of digital marketing within the broader context of marketing and equips students with practical skills to design and execute effective digital marketing strategies in diverse industry contexts. Additionally, students will learn about the dynamic and evolving nature of digital marketing.

Prerequisite Rule

All students must have passed MKT1600.

Learning Outcomes

On completion of this unit students should be able to:

  1. Explain different aspects of the digital marketing concepts, principles, tactics and strategies.
  2. Construct digital marketing contents that contribute to well-informed digital marketing campaigns.
  3. Analyse the performance of digital marketing activities and channels using a variety of digital marketing tools.
  4. Discuss the ethical issues that influence digital marketing decisions.
  5. Collaborate effectively as a team within a marketing context to achieve digital marketing objectives.

Unit Content

  1. Introduction to Digital Marketing.
  2. Digital Marketing Strategy.
  3. Website Optimisation & UX.
  4. Search engine optimization (SEO) and search engine marketing (SEM).
  5. Social Media & Content Marketing.
  6. Email Marketing.
  7. Paid Advertising and Pay-Per-Click.
  8. Analytics and Data-Driven Marketing.
  9. Mobile Marketing.
  10. Video Marketing.
  11. Influencer and Affiliate Marketing.
  12. Ethical and Legal Issues in Digital Marketing.
  13. Future Trends in Digital Marketing.

Learning Experience

ON-CAMPUS

Students will attend on campus classes as well as engage in learning activities through ECU's LMS

JoondalupMount LawleySouth West (Bunbury)
Semester 213 x 1 hour lectureNot OfferedNot Offered
Semester 213 x 2 hour tutorialNot OfferedNot Offered

For more information see the Semester Timetable

ONLINE

Students will engage in learning experiences via ECU’s LMS as well as additional ECU learning technologies

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

ON CAMPUS
TypeDescriptionValue
AssignmentDigital Marketing Reports Interpretation - team assignment40%
AssignmentDigital Marketing Campaign Project - individual assignment60%
ONLINE
TypeDescriptionValue
AssignmentDigital Marketing Reports Interpretation - team assignment40%
AssignmentDigital Marketing Campaign Project - individual assignment60%

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Assessment

Students please note: The marks and grades received by students on assessments may be subject to further moderation. Informal vivas may be conducted as part of an assessment task, where staff require further information to confirm the learning outcomes have been met. All marks and grades are to be considered provisional until endorsed by the relevant School Progression Panel.

Academic Integrity

Integrity is a core value at Edith Cowan University, and it is expected that ECU students complete their assessment tasks honestly and with acknowledgement of other people's work as well as any generative artificial intelligence tools that may have been used. This means that assessment tasks must be completed individually (unless it is an authorised group assessment task) and any sources used must be referenced.

Breaches of academic integrity can include:

  • Plagiarism: Copying the words, ideas or creative works of other people or generative artificial intelligence tools, without referencing in accordance with stated University requirements. Students need to seek approval from the Unit Coordinator within the first week of study if they intend to use some of their previous work in an assessment task (self-plagiarism).
  • Unauthorised collaboration (collusion): Working with other students and submitting the same or substantially similar work or portions of work when an individual submission was required. This includes students knowingly providing others with copies of their own work to use in the same or similar assessment task(s).
  • Contract cheating: Organising a friend, a family member, another student or an external person or organisation (e.g. through an online website) to complete or substantially edit or refine part or all of an assessment task(s) on their behalf.
  • Cheating in an exam: Using or having access to unauthorised materials in an exam or test.

Serious outcomes may be imposed if a student is found to have committed one of these breaches, up to and including expulsion from the University for repeated or serious acts.

ECU's policies and more information about academic integrity can be found on the student academic integrity website.

All commencing ECU students are required to complete the Academic Integrity Module.

Assessment Extension

In some circumstances, Students may apply to their Unit Coordinator to extend the due date of their Assessment Task(s) in accordance with ECU's Assessment, Examination and Moderation Procedures - for more information visit https://askus2.ecu.edu.au/s/article/000001386.

Special Consideration

Students may apply for Special Consideration in respect of a final unit grade, where their achievement was affected by Exceptional Circumstances as set out in the Assessment, Examination and Moderation Procedures - for more information visit https://askus2.ecu.edu.au/s/article/000003318.

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