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Digital Marketing (MKTG30009)
Undergraduate level 3Points: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Overview
Availability | Semester 2 |
---|---|
Fees | Look up fees |
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: 22 March 2024
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG10001 | Principles of Marketing |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
Corequisites
None
Non-allowed subjects
Code
Name
Teaching period
Credit Points
No longer available
Recommended background knowledge
Please refer to Prerequisites and Corequisites.
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 22 March 2024
Assessment
Additional details
- A 2-hour end of semester examination (40%)
- A group analytics assignment (1000 words) due between week 6 and 8 (20%)
- A group assignment (3000 words) due between week 10 and 12 (30%)
- Tutorial participation throughout the semester (10%)
Last updated: 22 March 2024
Dates & times
- Semester 2
Principal coordinator Brent Coker Mode of delivery On Campus (Parkville) Contact hours One 2-hour lecture and a 1-hour tutorial per week Total time commitment 170 hours Teaching period 29 July 2019 to 27 October 2019 Last self-enrol date 9 August 2019 Census date 31 August 2019 Last date to withdraw without fail 27 September 2019 Assessment period ends 22 November 2019 Semester 2 contact information
Time commitment details
170 Hours
Last updated: 22 March 2024
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Subject notes
- Breadth options
This subject is available as breadth in the following courses:
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 22 March 2024