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Thought Leadership in Digital Marketing (MKTG90047)
Graduate courseworkPoints: 12.5Not available in 2021
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
Overview
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This subject will showcase Australia’s top digital marketers who will share their experience and network with the students. Each speaker will cover in depth their digital marketing strategies and tactics to illustrate how the key learnings from the program such as lead generation, eCommerce, online community building, google advertising, online auctions, design thinking, e-government, or cloud offerings are implemented in practice to meet customer, business and societal needs. During this process, the digital marketer will also outline the analytics used to measure and monitor performance of the strategy. In summary, this subject will consolidate student learnings as they are made aware of cutting-edge global practices and future digital marketing trends.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Understand critical trends and changes in the industry
- Be effective at evaluating trends and their potential impact
- Be able to integrate theories from prior courses and convert these into practical recommendations
- Be an effective collaborator in groups
- Be able to effectively communicate the application of theory
Generic skills
On successful completion of this degree students should have enhanced their skills in:
- Critical evaluation of evidence in support of an argument or proposition
- Problem solving in marketing through the application of appropriate marketing theories, principles and data
- Communication of marketing and commerce related ideas, theories and solutions to peers and the wider community
- Ability to synthesize ideas, theories and data in developing solutions to marketing problems
- Ethical practice through a knowledge of corporate governance processes and implementation
- Research skills including the retrieval of information from a variety of sources
- Demonstrate a capacity to successfully engage in collaborative activities such as group-based work and activities
- Interpret and communicate research results to specialist and non-specialist audiences
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
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: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
In class participation
| Throughout the teaching period | 10% |
Group assignment 1 (groups of 3-5)
| Week 4 | 10% |
Group assignment 2 (groups of 3-5)
| Week 10 | 30% |
End of semester exam
| During the assessment period | 50% |
Last updated: 9 April 2024
Dates & times
Not available in 2021
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Digital Marketing - 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.
Last updated: 9 April 2024