UO Digital Marketing

Course aim

This course aims to develop students' understanding of marketing in the electronic environment. Extending key concepts covered in Marketing Principles: Trading and Exchange (MARK 1018), the course equips students with theoretical and practical knowledge by examining how marketing activities are executed over the Internet and contrasting these activities with traditional marketing approaches.

Course content

The following topics will be covered in the course: digital marketing strategies and the analysis of consumer behaviour in digital contexts; web-based digital technologies (including Search Engine Optimization and Search Engine Marketing); online advertising and virtual reality; social media marketing (including influencers marketing); mobile marketing (including mobile apps and mobile payments); the marketing ‘tech-stack’ (including marketing analytics, marketing automation, artificial intelligence and cloud technology); measures of the effectiveness of digital marketing (including attribution marketing and bid data); legal frameworks (including cybersecurity).

Textbooks

Hanlon, A 2019, Digital Marketing: Strategic Planning & Integration, 1st edn, SAGE Publications Limited, UK

Prerequisites

Students must have successfully completed the above course plus 49.5 units.

Corequisite(s)

Nil

Teaching Method

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment, Report

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation