Students

MKTG8004 – Digital Marketing Strategy

2021 – Session 2, Special circumstances

Session 2 Learning and Teaching Update

The decision has been made to conduct study online for the remainder of Session 2 for all units WITHOUT mandatory on-campus learning activities. Exams for Session 2 will also be online where possible to do so.

This is due to the extension of the lockdown orders and to provide certainty around arrangements for the remainder of Session 2. We hope to return to campus beyond Session 2 as soon as it is safe and appropriate to do so.

Some classes/teaching activities cannot be moved online and must be taught on campus. You should already know if you are in one of these classes/teaching activities and your unit convenor will provide you with more information via iLearn. If you want to confirm, see the list of units with mandatory on-campus classes/teaching activities.

Visit the MQ COVID-19 information page for more detail.

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff
Dr Helen Siuki
Contact via email
3 Management Drive, room 147
Friday 11am-12pm
Credit points Credit points
10
Prerequisites Prerequisites
Admission to MMktg
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Digital marketing is increasingly a key activity that supports and supplements traditional marketing activities across all sectors. A successful digital marketing strategy offers value to both firms and consumers. Through effective digital marketing, firms will be able to expand their area of activities and more effectively achieve their business goals; consumers will achieve greater value through increasing convenience, easier access to information, customer support, as well as having access to more diverse product choices. The focus of this unit is on developing students’ knowledge of digital marketing strategies, concepts, and insights to build and optimise firms' digital marketing presence. In this unit, students will develop the ability to deploy various methods of digital marketing and design a digital marketing strategic plan. Moreover, the unit will help develop students’ ability to critically analyse and evaluate firms' digital marketing strategies and provide managerial solutions.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://students.mq.edu.au/important-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Define and apply digital marketing strategies, concepts, and insights to build and optimise firms digital marketing presence.
  • ULO2: Deploy various methods of digital marketing to design a digital marketing strategic plan.
  • ULO3: Critically analyse and evaluate firms digital marketing strategies and provide managerial recommendations.

General Assessment Information

Late submissions of assignments

Sometimes unavoidable circumstances occur that might prevent you from submitting an assignment on time and, in that case, you may be eligible to lodge a Special Consideration request.

Unless a Special Consideration request has been submitted and approved, please note that no extensions to assignment deadlines will be granted. Assignments that are submitted late will attract a late penalty:

  1. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late.
  2. No assignment will be accepted more than 72 hours after the due date and time (incl. weekends) after the original due date.
  3. No late submissions will be accepted for timed assessments (e.g., quizzes, online tests) or for tasks with a weighting of 10% or less of the total unit assessment.

Assessment Tasks

Name Weighting Hurdle Due
Practice-based activities 20% No Week 1-Week 13
Digital Marketing Strategy Plan 40% No Friday of Week 7 & Weeks 12/13
Digital Marketing Report 40% No Friday of Week 9, 11:59pm

Practice-based activities

Assessment Type 1: Participatory task
Indicative Time on Task 2: 24 hours
Due: Week 1-Week 13
Weighting: 20%

 

Practice based activities include online discussions on iLearn, in-class activities/ class and group discussions, quizzes, and Harvard Business case studies. You will work individually and in a group.

 


On successful completion you will be able to:
  • Define and apply digital marketing strategies, concepts, and insights to build and optimise firms digital marketing presence.
  • Critically analyse and evaluate firms digital marketing strategies and provide managerial recommendations.

Digital Marketing Strategy Plan

Assessment Type 1: Plan
Indicative Time on Task 2: 36 hours
Due: Friday of Week 7 & Weeks 12/13
Weighting: 40%

 

Designing a digital marketing strategic plan for an imaginary firm (in a given industry i.e. Food industry, Fashion industry, Entertainment industry, Hospitality industry, Financial Service industry, Healthcare industry). Individually: each student will need to propose their creative ideas and strategies on developing a digital marketing strategic plan, and submit it in week 7 (20%, word count: 1500 words) As a group: Presenting the group’s final digital strategy plan to the class and a panel of digital experts (20%, max number of slides 20, video presentation: 15 minutes). Each group should integrate the best ideas, and strategies proposed by each member in their Individual Plan, applying the lecturer’s feedback, to develop and present the group’s final digital marketing strategic plan, and pitch it to the class and a panel of digital experts. The top performing group(s) will be selected based on the panel’s votes.

 


On successful completion you will be able to:
  • Deploy various methods of digital marketing to design a digital marketing strategic plan.
  • Critically analyse and evaluate firms digital marketing strategies and provide managerial recommendations.

Digital Marketing Report

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: Friday of Week 9, 11:59pm
Weighting: 40%

 

The digital marketing report is an individual assessment (40%, 2500 words). It focuses on conducting a critical analysis of a real-world brand’s digital marketing presence, and its strategies (e.g. channel selection, audience engagement strategies, content development, implementation and monitoring strategies, …), providing managerial recommendations for improving the brand’s digital marketing footprint.

 


On successful completion you will be able to:
  • Define and apply digital marketing strategies, concepts, and insights to build and optimise firms digital marketing presence.
  • Deploy various methods of digital marketing to design a digital marketing strategic plan.
  • Critically analyse and evaluate firms digital marketing strategies and provide managerial recommendations.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Learning Skills Unit for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

TEACHING AND LEARNING STRATEGY • The unit is delivered in workshop format. Students are expected to be active and engaged learners, contributing fully to workshop sessions. Learning activities include individual and group tasks that are to be completed during private study and in the workshops. Students need to read in advance of workshop sessions, participate in classes and online discussion forum, be prepared to work in small groups and discuss the materials assigned each week. The lecture notes will be posted on iLearn at https://ilearn.mq.edu.au on a weekly basis.

CLASSES

  • There are 1.5 hr weekly workshop sessions which consist of class activities and discussions.
  • Pre-recorded lectures will be available on iLearn prior to each workshop session.

The timetable for classes can be found on the University web site at:http://www.timetables.mq.edu.au/

REQUIRED AND RECOMMENDED TEXTS AND/OR MATERIALS

Prescribed Text: Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.

  • A list of required reading Harvard Business case studies will be available on iLearn.
  • A list of supplementary readings will be provided via iLearn.

Recommended texts: Students are strongly encouraged to read widely in the area and to particularly use the World-Wide-Web as a powerful source of research in this subject.

Other recommended texts include:

Hanlon, A., 2019. Digital Marketing: Strategic Planning & Integration. SAGE Publications Limited.

Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.

TECHNOLOGY USED AND REQUIRED

• Use of a PC or laptop is required to complete tasks on iLearn and to access iLearn for course materials

• Software required: E.g., Zoom, Word processing, PowerPoint, video recorder & video/media player, Acrobar Reader.

Unit Schedule

Please find unit schedule on iLearn.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Learning Skills

Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Enquiry Service

For all student enquiries, visit Student Connect at ask.mq.edu.au

If you are a Global MBA student contact globalmba.support@mq.edu.au

Equity Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Changes from Previous Offering

No major changes from previous offering.

Changes since First Published

Date Description
15/07/2021 The late submission statement was added.