Course Title: Advanced Digital Marketing

Part A: Course Overview

Course Title: Advanced Digital Marketing

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2020,
Sem 2 2021

Flexible Terms

Course Code




Learning Mode

Teaching Period(s)


RMIT Online


625H Economics, Finance and Marketing


JanJun2021 (KP2)

Course Coordinator: Dr Ashish Kumar

Course Coordinator Phone: +61 3 9925 0172

Course Coordinator Email:

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

• 008994 Marketing Management (MKTG1100 or equivalent) 

• 008995 Consumer Behaviour (MKTG1101 or equivalent) 

Course Description

This course will help students making sense of the digital marketing landscape that has become more complex than ever. The holy grail of any marketing problem, “delivering the right message to the right audience at the right time” that was promised by digital media and digital channels soon turned out to be a distant dream for marketers.

Even though the digital marketing environment provides unparalleled and unlimited data on various aspects of consumer behaviour; it fails to live up to the expectation of marketers due to its increased complexity.

The objective of this course is to understand such complexities in the digital marketing environment through the lenses of conceptual framework, quantitative skill development, and practical application using various online marketing data to unravel the true underlying consumer and firm behaviour. 

Objectives/Learning Outcomes/Capability Development


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

CLO-1. Critically analyse and interpret the complexity of the digital marketing environment and apply theories to describe and explain a specific digital marketing problem to specialist and non-specialist audiences. 

CLO-2. Research and justify the proposed solutions to managerially relevant digital marketing problems faced by the firms.  

CLO-3. Apply quantitative skills to critically analyse the relevance and limitation of the online data to explain the behaviours of customers and firms in a digital marketing environment. 

CLO-4. Interpret and analyse the significance and several ways of managing and monitoring online customer experience in a complex digital marketing environment.  

CLO-5. Reflect on concepts, tools, techniques, models, and experimental designs to address various digital marketing problems. 



Overview of Learning Activities

Students will achieve learning outcomes via three key learning activities. First, during the lecture various theoretical and conceptual frameworks will be introduced to help understand the fundamental principles of customer and firm behaviour in a digital marketing environment.  Second, using data-driven approach students will be exposed to data, tools, and techniques to solve digital marketing problem to better manage online customer experience. Third, students will be required to apply conceptual knowledge and quantitative skills to solve a practical digital marketing problem faced by the firms.  

Overview of Learning Resources

Various learning resources are available online through myRMIT/Canvas. These may include topic notes and slides, a study schedule, assessment details, links to relevant internet information, readings and communication tools to facilitate collaboration with your peers and sharing of information. 
Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.  
Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period. 

Overview of Assessment

Assessment Task 1: 30%

Linked CLOs 1,2

Assessment Task 2: 30%

Linked CLOs 2,3,4

Assessment Task 3: 40%

Linked CLOs 1,2,3,4,5 

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.