MRKT11028 - Digital Marketing
Term 1 - 2017


All details in this unit profile for MRKT11028 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

This unit is designed to extend the way in which the principles of modern marketing theory and practice are applied. Emphasis is placed on the legitimate role of marketing within the context of electronic commerce, interactive marketing and electronic marketing. In an age of increasing interactivity, the concept of a defined market space is addressed. Exchanges and transactions within a virtual world comprising customers, service providers stakeholders, and competitors underline the unit's emphasis on web-based value propositions and key elements contributing to both the traditional and 'new' marketing mix. Other electronic marketing areas such as database marketing and aspects of direct marketing are also addressed.

Details

Career Level Undergraduate
Unit Level Level 1
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 1 - 2017
  • Brisbane
  • Distance
  • Melbourne
  • Rockhampton
  • Sydney

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Online Quiz(zes) 20%
2. Presentation 30%
3. Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

Evaluation

Term 2 - 2012: The overall satisfaction for students in the last offering of this unit was 3.34 (on a 5 point Likert scale), based on a 45.58% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback Source Recommendation
The use of the collaborative learning spaces in the library proved challenging due to the system's complexity. Students were challenged by technology mediated tasks Student feedback (big red button) Standard computer labs will be used to reduce the complexity of the working interface
The inclusion of internet and social media as a focus was well received Student feedback (big red button) The arrangement of course materials has been altered to accomodate student interest in this vital area of marketing.
Students found the thinking pieces too difficult because of the requirement for critical thinking and reflection Student feeback (big red button) The aspect of thinking pieces has been removed and consolidation quizzes have been implemented
On successful completion of this unit, you will be able to:
  1. Explain and evaluate the main concepts, principles, issues and applications of interactive and Internet marketing.
  2. Discuss our current knowledge of how consumers and organisation customers use the Internet and other interactive media.
  3. Critically analyse the range of online marketing strategies presently used as well as those possible in terms of customer demand and technological capacity.

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3
1 - Online Quiz(zes)    
2 - Presentation
3 - Written Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Graduate Attributes Learning Outcomes
1 2 3
1. Communication
2. Problem Solving    
3. Critical Thinking
4. Information Literacy    
5. Team Work      
6. Information Technology Competence  
7. Cross Cultural Competence    
8. Ethical practice  

Alignment of Assessment Tasks to Graduate Attributes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Online Quiz(zes)      
2 - Presentation    
3 - Written Assessment  

Prescribed Textbooks

Internet Marketing: Integrating Online and Offline Strategies
Author/s: Roberts, ML & Zahay, D Year: 2013
Edition: 3rd edn Publisher: Cengage
City: Mason State: OH
Country: USA
View textbooks at the CQUniversity Bookshop

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Microsoft Office
All submissions for this unit must use the American Psychological Association (APA) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorEn Li (e.li@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 06-03-2017

Internet Marketing as Part of the Marketing Communications Mix

1

Week 2 13-03-2017

The Internet Value Chain

2

Week 3 20-03-2017

Business Models and Strategies

3

Week 4 27-03-2017

Online Branding and Video Marketing

5

Week 5 03-04-2017

Display Advertising and Other Customer Acquisition Techniques

6

Online Quiz Opens Monday (03 Apr 17) 09:00 AM AEST

Vacation Week 10-04-2017
Week 6 17-04-2017

Email Marketing to Build Consumer and Business Relationships

7

Week 7 24-04-2017

Social Media Marketing

9

Online Quiz Due Monday (24 Apr 17) 05:00 PM AEST
Week 8 01-05-2017

Customer Relationship Development and Retention Marketing

11

Presentation Due Friday (05 May 17) 05:00 PM AEST
Week 9 08-05-2017

Customer Service and Support in Web Space

13

Week 10 15-05-2017

Measuring and Evaluating Web Marketing Programs

14

Week 11 22-05-2017

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

15

Week 12 29-05-2017

Mobile Marketing and Related Developments

16

Social Media Marketing Report Due Friday (02 Jun 17) 05:00 PM AEST
Review/Exam Week 05-06-2017
Exam Week 12-06-2017

1 Online Quiz(zes)

Assessment Title Online Quiz
Task Description

Assessment 1 consists of an online quiz that includes 20 questions and has a time limit of 30 minutes. This quiz covers Chapters 3, 5, 6, and 7 from the prescribed textbook, and it will open Week 5 Monday 09:00 AM AEST and close Week 7 Monday 05:00 PM AEST.

Instructions and advice

  • This quiz can only be attempted ONCE so do not open the quiz until you are ready to complete the entire quiz.
  • Responsibility for the browser, Internet connection and the computer you use remains with the student.
  • Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
  • "My computer has frozen up during the online quiz - what do I do?” The first thing to do is "don't panic”! Contact the Unit Coordinator immediately for assistance identifying the nature of the problem, your full name, student number and campus. Any omissions of this required information may delay a response.
  • If a student requests a reset of the quiz and the Unit Coordinator agrees to that request, but subsequently the student does not complete the quiz within the deadline, it will be deemed that the quiz has not been completed and a score of zero will apply. Note that the determination of whether the quiz result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in the quiz and then asking for a reset will not be considered.
Number of Quizzes 1
Frequency of Quizzes Other
Assessment Due Date Week 7 Monday (24-Apr-2017) 05:00 PM AEST
Return Date to Students Marks on completion of the quiz
Weighting 20%
Assessment Criteria
  • Each question is worth 1 mark.
  • The total score for Assessment 1 is 20 marks (20 questions x 1 mark = 20 marks).
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Explain and evaluate the main concepts, principles, issues and applications of interactive and Internet marketing.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

8. Ethical practice



2 Presentation

Assessment Title Presentation
Task Description

Assessment 2 requires you to demonstrate your ability to explain and apply a digital marketing theory through a 3-minute presentation.

Imagine that you are applying for a senior analyst position at a digital marketing firm. As part of your job interview, you are required to give a brief presentation on an important digital marketing theory.

Firstly, please identify a digital marketing theory you have learned from this unit so far. Please briefly explain this theory by using your own words.

Secondly, please find a real-world organisation and introduce its background.

Lastly, please apply the digital marketing theory to this organisation. That is, you will provide recommendations on how the organisation could benefit from applying the theory.

This presentation should be made within 3 minutes and through 5 PowerPoint slides. The slides should follow the subsequent structure:

  • Student information and presentation title;
  • Explanation of a digital marketing theory;
  • Introduction of a real-world organisation;
  • Recommendations for the organisation;
  • Reference list.

You will also prepare a script (i.e., a Word document) in which you will write out or at least outline what you intend to say in your presentation.

Please pay attention to the following details on presentation and submission methods:

  • On-campus students will deliver their presentation in class, and submit their PowerPoint file and script on Moodle.
  • Distance education students will record their presentation through PowerPoint's "Record Slide Show” function, and submit their PowerPoint file (with recording) and script on Moodle.

For all students, the Moodle submission of PowerPoint file and script will be due at 05:00 PM AEST Friday Week 8. However, on-campus students may present in class prior to, during, or after Week 8, depending on their local lecturer/tutor's scheduling.

Assessment Due Date Week 8 Friday (05-May-2017) 05:00 PM AEST
Return Date to Students Week 11 Friday (26-May-2017)
Weighting 30%
Assessment Criteria
  • PowerPoint design - 5 marks
  • Presentation clarity - 3 marks
  • Explanation of a digital marketing theory - 5 marks
  • Introduction of a real-world organisation - 5 marks
  • Recommendations for the organisation - 10 marks
  • Referencing - 2 marks
  • Total - 30 marks
Referencing Style American Psychological Association (APA)
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Explain and evaluate the main concepts, principles, issues and applications of interactive and Internet marketing.

2. Discuss our current knowledge of how consumers and organisation customers use the Internet and other interactive media.

3. Critically analyse the range of online marketing strategies presently used as well as those possible in terms of customer demand and technological capacity.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

8. Ethical practice



3 Written Assessment

Assessment Title Social Media Marketing Report
Task Description

Assessment 3 requires you to write a social media marketing report of 1500 words maximum.

Choose one of the following companies:

  • Westpac
  • Qantas
  • Woolworths
  • Ray White

Your task in Assessment 3 is to write a social media marketing report for the senior management of your chosen company.

You will need to address the following in your report:

  1. Use the four steps model for developing a social media marketing strategy as the basis for researching and analysing your company's use of social media. This will help to summarise your chosen company’s history with and current use of social media;
  2. List and explain which social media platforms (e.g. Facebook, YouTube, Instagram, Twitter etc.) are being used by your chosen company and assess the overall use of and effectiveness of each of these platforms; and
  3. Make 3 recommendations to improve and enhance your chosen company's social media marketing efforts.

Instructions

  • The social media marketing report should be presented as a formal business report.
  • Please use size 12 font with 1.5 line spacing in a Word document (no PDF).
  • Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.
Assessment Due Date Week 12 Friday (02-Jun-2017) 05:00 PM AEST
Return Date to Students As this unit has no exam, the formal results for this last piece of assessment can only be released to students on the Certification of Grades date (07-Jul-2017).
Weighting 50%
Assessment Criteria
  • Report structure, writing style, and referencing - 5 marks
  • Use of the four steps model - 10 marks
  • Analysis of social media platforms used - 10 marks
  • Recommendations - 15 marks
  • Theoretical support (from at least 10 journal articles) - 10 marks
  • Total - 50 marks
Referencing Style American Psychological Association (APA)
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Explain and evaluate the main concepts, principles, issues and applications of interactive and Internet marketing.

2. Discuss our current knowledge of how consumers and organisation customers use the Internet and other interactive media.

3. Critically analyse the range of online marketing strategies presently used as well as those possible in terms of customer demand and technological capacity.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice




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