Overview

This unit teaches students about the dynamic world of digital marketing and the marketing potential it can provide. Know how existing and new products can be marketed using both digital and traditional means to optimise the results. Develop your awareness of the impact of new technology on customer relations, pricing, order fulfilment and quality assurance.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply digital marketing fundamentals to the analysis, design and decision making methodologies to identify and provide innovative solutions to complex problems
  • Demonstrate a coherent and advanced knowledge of digital marketing concepts using critical thinking
  • Apply problem solving, design and decision making methodologies to identify and provide innovative digital marketing strategies
  • Communicate proficiently in a professional context with a wide variety of audiences and work with groups

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
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual 10 - 20% 1,2,3,4 
Assignment 2Individual 30 - 40% 1,2,3,4 
Assignment 3Group 40 - 60% 1,2,3,4 

Content

  • Digital marketing fundamentals
  • Online business model innovation
  • Relationship marketing
  • Social media marketing in practice
  • Interactive marketing communications
  • Delivering the online customer experience
  • Digital marketing strategy
  • B2B and B2C digital marketing
  • Campaign planning for integrated, multichannel marketing communications
  • Managing and monitoring marketing using digital media

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.