Digital Marketing

    Unit code: BHO6001 | Study level: Postgraduate
    Credit points
    12
    (Generally, 1 credit = 10 hours of classes and independent study.)
    Location
    City Campus
    VU Sydney
    Prerequisites
    N/A
    Overview
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    Overview

    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.

    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

    For Melbourne campuses

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

    Required reading

    Digital Marketing: Strategy, Implementation and Practice,
    Chaffey, D, Ellis-Chadwick, F, 2020| Pearson

    As part of a course

    This unit is studied as part of the following course(s):

    Graduate Certificate in Marketing
    BTKM | Graduate certificate | Duration: 0.5 years
    Master of Marketing
    BMKT | Masters (coursework) degree | Duration: 2 years

    Refer to the course page for information on how to apply for the course. VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.

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