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  3. Digital Marketing

Digital Marketing (MKTG30009)

Undergraduate level 3Points: 12.5On Campus (Parkville)

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Overview

Availability
Semester 2
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This course introduces and demonstrates how marketing theory and practice is used on the internet. Particular attention is given to techniques unique to the world wide web environment, and practice enhanced by the social networked nature of the internet. The focus of this course covers online consumer behaviour, internet strategy (including business models), internet marketing communications, and analytics.

Intended learning outcomes

On successful completion of this subject a student should be able to



  • Explain internet marketing, and describe the nature and function of how the internet works
  • Demonstrate skill in recommending and implementing internet marketing strategies
  • Identify current trends in Internet marketing and e-commerce
  • Critique website functionality and design
  • Explain how technology changes traditional marketing communication
  • Understand the operation and monetization strategies of business models designed specifically for the internet and mobile
  • Know how to collect and analyse data collected from the internet to guide marketing strategy
  • Understand paid and organic search marketing practice, and be able to implement Search Engine Marketing (SEM) techniques

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • Collect and interpret analytical data
  • Work and collaborate in a team
  • Written communication skills
  • Apply theoretical frameworks to practical settings

Last updated: 6 December 2024