Credit Points: 15

Prerequisite: BB105 - Marketing Principles & BN105 Information Technology for Users in Organisations

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

Aims & Objectives

This is a second-year Core Unit in the Bachelor of Business, major in Marketing, and offered as an elective unit in the Bachelor of Business majors in Management and Accounting. Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of cutting edge marketing technology to their knowledge base. In marketing the most visible agent of change has been www and online transacting which has already revolutionised a number of sectors of the world economy. This unit presents the essential facets of applying digital marketing technologies within contemporary organisations. This unit reflects on how marketing has evolved from traditional marketing means to new technological changes in marketing and expose students to critically analyse in the light of technological change. It explores how marketers can utilise different digital marketing methods of understanding, creating, communicating and delivering customer value in the marketplace.

In this unit students will learn how to optimise web traffic and analyse its performance through various web analytics services. It is based on sound, practical knowledge and equips students with an array of competencies valued by marketing practitioners and companies globally. This unit also enhances the knowledge on privacy and security in facilitating digital marketing activities. In today’s hyper competitive environment marketing needs to be at the forefront of technologies and approaches and digital marketing delivers a solid foundation for this, and blends seamlessly into the marketing discipline, integrating with and adding value to the repertoire of talents required for the marketer of today.

Unit topics include:

  • Evolution of traditional marketing to digital marketing
  • Internet marketing as part of the marketing communications mix
  • Mobile marketing
  • Web marketing and other customer acquisition techniques
  • Developing and maintaining effective websites
  • Measuring and evaluating web marketing programs
  • Search engine marketing (SEM)
  • Google analytics

Learning Outcomes

At the completion of this unit students should be able to:

  1. Discuss how marketing is evolved from traditional marketing channels to new digital marketing technological channels
  2. Demonstrate a coherent and advanced knowledge of digital marketing concepts using critical thinking
  3. Apply digital marketing fundamentals to analysis, design and decision making methodologies to identify and provide innovative value creations for customers, organisations and marketers.
  4. Develop an understanding about how to optimise web traffic and monitor its performance through various web analytical services.
  5. Analyse the market and create and develop innovative digital solutions to fulfil identifiable needs

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face

Assessment

Assessment Task
Learning Outcomes Assessed
Weighting
Contribution in class a-e* 10%
Literature Review – Evolution of traditional marketing to digital marketing   (Individual) a,b 15%
Report  on the tools and strategies used to measure and evaluate the effectiveness of websites   (Group) b-e* 20%
Presentation (Group) b-e* 10%
Final Examination (3 hours) a-e* 50%
Total   100%

*refer to learning outcomes above.

Textbook

Dodson, I. (2016). The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns (6th ed.). New York, John Wiley & Sons.


Reference Reading

  • Hemann, C., Burbary, K., (2013), Digital marketing analytics, USA, Que Publishing
  • Hunt, B. (2014). Convert: Designing Websites to Increase Traffic and Conversions (4th ed.). Indiana, USA: Willey Publishing Limited.
  • Cutroni, J. (2012). Google Analytics (1st ed.). USA: O’Reilly Media Publications.
  • Ryan,D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (3rd ed.). London, United Kingdom: Kogan Page Limited.
  • Ryan, D. & Jones, C (2014). The best digital marketing campaigns in the world: Mastering the art of customer engagement (2nd ed.). London, United Kingdom: Kogan Page Limited
  • Weber, L., Henderson, L., (2014), The digital marketer, USA, Wiley & Sons

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving  Cultural and Global Awareness Team work Specialist knowledge of a field of study
             

Legend

Colour coding    

Extent covered

                                The standard  is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations
  The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations
  The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations 
  The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by  activities such as lectures or tutorials
  The standard  is not considered, there is no theory or practice or activities associated with this standard