TEACHING AND LEARNING STRATEGY
The unit is delivered in a combination of lectures and workshops. Students are expected to be active and engaged learners, contributing fully to workshop activities and discussions. Learning activities include individual and group tasks that are to be completed during private study and in the workshops.
Classes & Requirements
• Lecture contents: Pre-recorded lecture contents will be uploaded to iLearn every week. On selected weeks, there will be guest lectures by industry speakers. These sessions will be live via Zoom and will be recorded. More information will be available on iLearn.
• Workshop: 6 x 2 hours alternate week workshops. Workshops are available in either on-campus (face-to-face) or online delivery. The workshop contents are the same but the learning & teaching strategy might differ across the two delivery modes. To ensure that all workshops run smoothly, students who have registered for on-campus workshops are expected to attend all six workshops on-campus (unless for COVID-related restrictions). Likewise, online students will attend all six workshops online.
• To complete this unit satisfactorily, students must attend all six (6) scheduled workshops, starting in Week-2 or Week-3 (Please check your timetable carefully). Attendance will be taken in class.
• The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au
• Students are expected to complete preparatory work before attending workshops, actively participate in workshops, be prepared to work in small groups and complete the tasks assigned in each workshop.
• Students are expected to arrive on time and not to leave until the workshop ends.
There is no prescribed textbook for this unit. Students are strongly encouraged to read widely in the area of Digital Marketing and to particularly use the internet as a powerful source of research in this subject. Other recommended materials include:
Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing, Pearson Education Limited,. Online Access via Macquarie University Library.
Hall, S. (2021). B2B digital marketing strategy : how to use new frameworks and models to achieve growth. London: Kogan Page. Online Access via Macquarie University Library.
Kaufman, I., & Horton, C. (2015). Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. New York: Routledge.
Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies (expanded and revised ed.). Boston, Massachusetts: Harvard Business Review Press.
Journal of Interactive Marketing. Online Access via Macquarie University Library.