Course Title: Digital Marketing

Part A: Course Overview

Course Title: Digital Marketing

Credit Points: 12.00


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)


Course Coordinator: Torgeir Aleti

Course Coordinator Phone: N/A

Course Coordinator Email: torgeir.aleti@rmit.edu.au


Pre-requisite Courses and Assumed Knowledge and Capabilities

Assumed Knowledge and Capabilities:

MKTG1025 - Marketing Principles
MKTG1050 - Buyer Behaviour
MKTG1041 - Marketing Communication


Course Description

The accelerating pace of technological change coupled with increasingly mobile lifestyles and the commensurate explosion of media platforms has transformed marketing strategy and practice. Digital marketing fosters customer value creation and enhanced marketing strategy. In this course you will explore a range of digital tools that support marketing strategy and tactics including social media, viral marketing, display and search ads, inbound marketing, search engine optimization, and mobile/wireless technologies. This course will also introduce you to web analytics used to monitor and measure the effectiveness of a company’s digital strategy.


Objectives/Learning Outcomes/Capability Development

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Course Learning Outcomes (CLOs)

On successful completion of this course, you will be able to:

CLO 1. Evaluate the implications of digital technology on buyer behaviour, marketing strategy and customer relationships.
CLO 2. Assess various digital tools and technologies and identify the most appropriate tool(s) to support specific marketing objectives and strategies.
CLO 3. Demonstrate an understanding of the theory and frameworks that inform the development of digital strategy.
CLO 4. Design and measure the effectiveness of digital marketing campaigns.
CLO 5. Demonstrate skill in the communication of digital marketing concepts and strategies.


Overview of Learning Activities

This course will include a combination of learning activities which may include lectures to deliver core knowledge and frameworks underpinning the course, class discussion and presentations. Knowledge will also be facilitated through the supplementary readings and case examples.


Overview of Learning Resources

Various learning resources are available through myRMIT/Blackboard which may include lecture slides, assessment information and links to relevant websites. Given the contemporary nature of this course, instead of a textbook, we will use a range of readings and materials from both academic and industry sources. These materials are required reading and you are expected to undertake the reading prior to class and be prepared to contribute to class discussions.


Overview of Assessment

Assessment Task 1: 30%
Linked CLOs: 1,2,3,5

Assessment Task 2: 30%
Linked CLOs: 1,2,3,4,5

Assessment Task 3: 40%
Linked CLOs: 1,2,3