Course Title: Digital Marketing

Part A: Course Overview

Course Title: Digital Marketing

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2017,
Sem 1 2018,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 2 2022,
Sem 1 2023


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh3 18,
Offsh1 19,
Offsh3 19,
Offsh1 20,
Offsh3 20,
Offsh1 21,
Offsh3 21,
Offsh1 22,
Offsh3 22,
Offsh1 23,
Offsh3 23


RMIT University Vietnam


625H Economics, Finance and Marketing


Viet2 2021

Course Coordinator: Dr. Torgeir Aleti

Course Coordinator Phone: +61399251325

Course Coordinator Email:

Course Coordinator Location: Melbourne Campus

Course Coordinator Availability: By appointment via email

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.

This course includes a Work Integrated Learning (WIL) experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/or community is integral to your experience.


Objectives/Learning Outcomes/Capability Development



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/Canvas 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