Students

MKTG3006 – Digital Marketing

2022 – Session 1, In person/Online-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor / Lecturer
LayPeng Tan
laypeng.tan@mq.edu.au
Contact via E-mail
Room 138, 3 Management Drive, Macquarie University.
Tuesday 4-5pm
Credit points Credit points
10
Prerequisites Prerequisites
40cp at 2000 level or above including MKTG2004 or MKTG204 or MKTG2008 or MKTG208
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Business today is increasingly confronted with the need to participate in and manage a real-time digital environment. Marketers are expected to adopt digital mindsets and be fluent with digital business strategies. Such understanding and skills help them to take advantage of digital technologies to gain a competitive advantage. This unit develops students’ knowledge and skills in digital marketing. The unit focuses on the key concepts and frameworks used in digital marketing strategy, implementation and practice. Attention is given to the use of contemporary digital marketing applications in value creation, customer acquisition, customer retention and development.

Important Academic Dates

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

Learning Outcomes

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

  • ULO1: Critically apply the theories and concepts underpinning digital marketing.
  • ULO2: Critically analyse and evaluate the digital marketing strategies of a business
  • ULO3: Design digital marketing strategies to launch and grow a digital business and communicate the strategies in a professional manner to the audience

General Assessment Information

Late submissions of assessments

Unless a Special Consideration request has been submitted and approved, no extensions will be granted. There will be a deduction of 10% of the total available assessment-task marks made from the total awarded mark for each 24-hour period or part thereof that the submission is late. Late submissions will only be accepted up to 96 hours after the due date and time.

No late submissions will be accepted for timed assessments – e.g., quizzes, online tests.

Table 1: Penalty calculation based on submission time

Submission time after the due date (including weekends)

Penalty (% of available assessment task mark)

Example: for a non-timed assessment task marked out of 30

< 24 hours

10%

10% x 30 marks = 3-mark deduction

24-48 hours

20%

20% x 30 marks = 6-mark deduction

48-72 hours

30%

30% x 30 marks = 9-mark deduction

72-96 hours

40%

40% x 30 marks = 12-mark deduction

> 96 hours

100%

Assignment won’t be accepted

 

Special Consideration

To request an extension on the due date/time for a timed or non-timed assessment task, you must submit a Special Consideration application. An application for Special Consideration does not guarantee approval.

The approved extension date for a student becomes the new due date for that student. The late submission penalties above then apply as of the new due date.

Assessment Tasks

Name Weighting Hurdle Due
Practice-Based Task 30% No Week-2 to Week-13
Competitive Analysis Report 30% No Week-7
Project 40% No Week-12 and Week-13

Practice-Based Task

Assessment Type 1: Practice-based task
Indicative Time on Task 2: 25 hours
Due: Week-2 to Week-13
Weighting: 30%

 

Practice-based assessment tasks will be given throughout the semester. Some of these are take-home tasks, others are to be completed during the workshops. Students must submit a total of three (3) tasks for grading. Each task is worth 10%.

 
On successful completion you will be able to:
  • Critically apply the theories and concepts underpinning digital marketing.

Competitive Analysis Report

Assessment Type 1: Report
Indicative Time on Task 2: 25 hours
Due: Week-7
Weighting: 30%

 

This is an individual assessment wherein students must complete a written competitive analysis report (2,000 words). Students' in-depth understanding of the competitive landscape will inform their digital marketing strategies in the group projects (Assessment 3).

 
On successful completion you will be able to:
  • Critically analyse and evaluate the digital marketing strategies of a business

Project

Assessment Type 1: Project
Indicative Time on Task 2: 25 hours
Due: Week-12 and Week-13
Weighting: 40%

 

The project is designed to provide students with insights into how marketing technologies, tools, and applications can be used to develop digital marketing strategy. This assessment includes: 1) Building a Project Website (Group: 15%), and 2) Video Recorded Presentation with supporting materials (15 minutes, Individual: 20%, Group: 5%).

 
On successful completion you will be able to:
  • Design digital marketing strategies to launch and grow a digital business and communicate the strategies in a professional manner to the audience

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 Writing Centre 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 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 & Workshop: This course will be delivered in online and face-to-face modes. Students enrolled in ONLINE DELIVERY: there will be 1-hour online pre-recorded lecture on a weekly basis, plus a 1.5-hour online weekly workshop, and 0.5-hour asynchronous activities. Students enrolled in FACE-TO-FACE DELIVERY: there will be 1-hour online pre-recorded lecture on a weekly basis, plus a 1.5-hour face-to-face weekly workshop on campus, and 0.5-hour asynchronous activities.

• To complete this unit satisfactorily, students must attend all workshops. Some Practice-Based Assessment Tasks must be completed in-class, during workshops. 

• 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.

 

Recommended Materials

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.

Unit Schedule

Please see unit iLearn site for details

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

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

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

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

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

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

The Writing Centre

The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.

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

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via AskMQ, or contact Service Connect.

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

Key changes include:

  1. Workshops: 1.5 hours, every week from Week-1 to Week-13.
  2. Assessment: Practice-Based Tasks will be given throughout the semester. Some of these are take-home tasks, others are to be completed during the workshops. Students must submit a total of three (3) tasks for grading. Each task is worth 10%.

 

Unit information based on version 2022.04 of the Handbook