Handbook : Unit informationEdith Cowan University

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

  Applied Digital Marketing

• Unit Code

  MKT5325

• Year

  2021

• Enrolment Period

  1

• Version

  1

• Credit Points

  20

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

• Unit Coordinator

  Dr Wioletta WILK

Description

There is significant industry demand for professionals and managers to be confident and competent in digital technologies within a marketing context. Technological disruption is rapidly changing the world of marketing and graduates must have the ability to use technology to add value in the workplace. Further, social media is integrated into our everyday lives and plays an integral role in business. Effective application of social media is one of the most powerful ways to grow a business. An understanding of how to harness the power of social media can help managers better understand, engage with and expand their customer base. This unit examines the application of digital and social media technologies within the marketing discipline and practice. It applies theories based on content, relationship and context marketing. As the unit focusses heavily on the application of knowledge, upon completion of this unit, students will have the knowledge to apply a digital and social media marketing strategy within an organisation.

Learning Outcomes

On completion of this unit students should be able to:

1. Appraise digital and social media marketing tactics and/or strategies in the development of an online presence in a global business environment.
2. Assess an authentic social media marketing campaign to identify areas of success and propose recommendations for improvements.
3. Apply judgement and justify ethical business decision making in the planning and managing of social media and digital projects in diverse context.
4. Create a digital and social media marketing plan that addresses the challenges involved in planning, developing, implementing and controlling an organisation’s marketing strategy.

Unit Content

1. Introduction to digital marketing.
2. Digital consumer analysis, segmentation & targeting.
3. Digital marketplace analysis: Micro and macro environment.
4. The digital marketing strategy.
5. Content marketing.
6. Digital media and the marketing mix.
7. Digital campaign planning.
8. Marketing communications using digital media channels.
9. Digital analytics.
10. Relationship marketing using digital platforms.
11. Delivering the digital customer experience.

Learning Experience

ON-CAMPUS

Students will attend on campus classes as well as engage in learning activities through ECUs LMS

For more information see the Semester Timetable

ONLINE

Students will engage in learning experiences through ECUs LMS as well as additional ECU l

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant School Progression Panel.

Core Reading(s)

• Chaffey, D. E.-C., & Fiona. (2019). Digital Marketing (7th ed.). Pearson Publishing. Retrieved from http://ezproxy.ecu.edu.au/login?url=https://ebookcentral.proquest.com/lib/ecu/detail.action?docID=5672728