MMK737 - Digital and Social Media Marketing
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Andrea Vocino |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 3 hour on-campus (livestreamed) seminar (recordings provided) each week. |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 3 hour recorded seminar each week. |
Content
This unit offers an examination of digital marketing as the major focus of change for the marketing discipline. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media. The unit considers the implications of digital technologies for segmentation, targeting, positioning, price, place, product and promotion. Special emphasis is put on the integration of digital marketing tools and media in terms of utilising each according to its respective strengths and weaknesses in achieving attitudinal, behavioural and financial outcomes.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Develop a digital strategy that recognises and reflects consumer behaviour, competitors, external environment, etc. | GLO1: Discipline specific knowledge |
| ULO2 | Compare and contrast digital marketing objective setting within marketing strategy. | GLO1: Discipline specific knowledge |
| ULO3 | Create a digital marketing campaign which utilises the strengths of alternate digital media. | GLO1: Discipline specific knowledge |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Group of 3) Report (Business) | 4000 words | 40% | Week 10 |
| End-of-unit assessment task: Written | 2000 words | 60% | End-of-unit assessment period |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Hurdle requirement
Hurdle Requirement: Achieve at least 50% of the marks available on the end-of-unit assessment task to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MMK737 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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