Frontiers in Digital Marketing
Overview
This unit aims to explore how emergent digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing tools to reach, connect and engage with current and potential customers to optimise outcomes, such as heightened customer experience, deeper customer relationships and customer life-time values (loyalty and retention). The unit covers the core elements and tools of digital marketing such as mobile/email/video marketing, digital platforms and search engine optimisation, and explores how to leverage digital technologies into areas such as distribution channels, pricing and customer services. The focus then turns to planning, implementing and measuring the impact of digital campaigns.
Requisites
Rule
MKT20019 Marketing Research and Analytics
OR
MKT20024 Product and Service Innovation Management
OR
MKT20031 Marketing and Innovation
01-June-2025
08-June-2025
02-November-2025
08-February-2026
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply digital marketing fundamentals and frameworks for planning, implementing and measuring the effectiveness of the digital marketing campaign
- Apply knowledge of digital marketing concepts to design a digital marketing campaign to support other areas of marketing such as distribution channels and branding
- Develop a coherent, innovative digital marketing campaign using various tools to optimise organisational outcomes
- Demonstrate an ability to integrate digital marketing with the traditional marketing plan
- Communicate proficiently with a wide variety of audiences and work effectively in teams
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online and OUA
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Business Plan | Individual | 30 - 40% | 1,2,5 |
| Portfolio | Individual | 30 - 40% | 1,2,3 |
| Progress Evaluation | Group | 20 - 40% | 3,4,5 |
Content
- Digital marketing fundamentals: targeting, personalisation and optimisation
- Digital marketing framework: reach, connect and engage
- Digital tools: mobile/email/video marketing, digital platforms and search engine optimisation
- Digital marketing strategy and its integration with the traditional marketing strategy
- Ecosystems: customer networks
- Organisational outcomes: customer experience, customer relationships and customer life-time values
- Campaign planning, implementing and measuring the impact of digital marketing campaign
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.