The unit critically reviews many facets of electronic marketing with particular reference to its application for direct marketing and online advertising. Students will engage with the unit material through an established framework for an electronic marketing plan so that they will be able to utilise their theoretical knowledge and understanding on how to deploy digital technology to stay competitive in a dynamic business environment. Students will plan, evaluate and implement electronic marketing strategies including the use of social media to transform traditional marketing and business models.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Assess existing marketing models and their relevance to digital media marketing;  
  2. Evaluate elements of the digital environment that impact on an organisation's ethical and socially responsible marketing strategy;  
  3. Analyse business cases and develop innovative digital solutions to fulfil identifiable needs, justifying and interpreting theoretical propositions in evidence-based decision-making;  
  4. Evaluate insights and formulate strategic recommendations on new and emerging e-business and e-commerce models, technologies, products and services; and,  
  5. Critically analyse digital marketing strategies and advocate recommendations and solutions.  


Assessment type Description Grade
Presentation Presentation and discussion on digital media marketing (group) 25%
Case Study Digital marketing analysis 35%
Report Digital strategic plan 40%

Required reading

Digital Marketing: Strategy, Implementation and Practice, 7th edition,
Chaffey, D, Ellis-Chadwick, F, 2020

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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