Digital Marketing and Metrics
Overview
This unit aims to provide skills in web design and marketing to user experience design practice. Through practical tasks and critical exploration of the relationship between search engine optimisation (SEO), online marketing, design concept and software capabilities, students will extend their understanding of the constraints of particular user experience design practices and ways in which they drive design. Students will develop an in-depth designed outcome based on this understanding.
Requisites
Pre-requisite
DDD20016 User Experience Design v1
OR
equivalent competency in web technology subject
01-June-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Analyse the potential and constraints of specific web design practices (such as search engine optimisation and those associated with interaction and experience design) in a web marketing proposal
- Compare mainstream and alternate SEO and web marketing processes in planning the creation of user-friendly products
- Create a User Experience Design project applying specialised design technologies and integrating conceptual development, technology, project resolution and stylistic decision-making to a professional level
- Evaluate the User Experience Design process and outcome of the project based on principles of web marketing and usability in a project report
Teaching methods
Hawthorn
| Activity Type | Activity | Total Hours | Number of Weeks | Hours Per Week | Venue Type and Activity Detail |
|---|---|---|---|---|---|
| On-campus | Studio | 36 | 12 weeks | 3 | Tutorial |
| Unspecified Activities | Independent Learning | 54 | 12 weeks | 4.5 | Independent study, Assignment preparation, Revision |
| Online | Directed Online Learning and Independent Learning | 60 | 12 weeks | 5 | Weekly readings and videos to support the in class learning/activities so they are able to create and manage their social media campaign assignment. |
| Total Hours: | 150 | Total Hours (per week): | 12.5 | ||
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Project Report | Individual | 50% | 1,2,3,4 |
| Web Marketing and Usability Project | Individual | 50% | 1,2,3 |
Content
- Search engine optimisation (SEO)
- Online Marketing
- Social networking
- Research and strategy
- Concept generation
- Visual development
- Technical development
- Convergent media and future application
- Graduate Attribute – Digital Literacies: Information literacy
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.