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Digital Retail (MKTG90045)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Semester 1
A/Prof Michal Carrington michal.carrington@unimelb.edu.au
Overview
Availability | Semester 1 |
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Fees | Look up fees |
Today’s customers shop in an omni-channel world—from digital shopping on their laptop or mobile phone, through to physical shopping in stores such as pop-ups, hypermarkets, and vending machines. Effective marketing and retail managers harness the right combinations of retail channels to meet the needs of target customers across all of the digital and physical locations of their busy lives—to deliver the right product in the right location at the right time. This subject focuses on understanding and influencing how consumers navigate these digital forms of retail, and how digital forms of retail fuse and interact with more traditional physical stores—the omni-channel customer experience. Digital retail capabilities are developed within the overarching omni-channel retail ecosystem to create value for the customer and the retailer.
Intended learning outcomes
On completion of this subject, students should be able to:
- Understand and apply digital retail principles, theories and models within the overarching omnichannel retail ecosystem
- Navigate customer journeys across the omnichannel retail ecosystem (digital and physical) and influence these customer interactions, decisions and experiences at critical touchpoints points
- Critically evaluate retail issues from multiple vantage points and with robust data to generate evidence-based strategic and tactical solutions
- Manage the retail market mix to enhance customer experiences and reinforce brand position through online and mobile digital retail channels
- Develop digital retail strategies that create value for the retailer and their customers
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: 31 January 2024
Eligibility and requirements
Prerequisites
Admission into the MC-DMKTG Master of Digital Marketing
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: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
In class case study work
| Throughout the teaching period | 10% |
Individual assignment: mid-semester oral test
| Mid semester | 10% |
Group assignment comprising 3000 word report and 3 minute recorded presentation (groups of 4-5)
| From Week 10 to Week 12 | 30% |
End of semester exam
| During the examination period | 50% |
Last updated: 31 January 2024
Dates & times
- Semester 1
Principal coordinator Michal Carrington Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 26 February 2024 to 26 May 2024 Last self-enrol date 8 March 2024 Census date 3 April 2024 Last date to withdraw without fail 3 May 2024 Assessment period ends 21 June 2024 Semester 1 contact information
A/Prof Michal Carrington michal.carrington@unimelb.edu.au
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 31 January 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: 31 January 2024