Students

MKTG8004 – Digital Marketing Strategy

2025 – Session 2, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor and Lecturer
Dr Helen Siuki
helen.siuki@mq.edu.au
Contact via email
4 Eastern Rd, room 240
Tuesday 3-4pm, Zoom/ F2F
Credit points Credit points
10
Prerequisites Prerequisites
(Admission to MMktg and MKTG6096) or (Admission to GradCertResBus or GradDipResBus) or MKTG8011 or MKTG8015
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://www.mq.edu.au/study/calendar-of-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, individually and/or in collaboration with peers
  • ULO3: Critically analyse and evaluate firms digital marketing strategies and provide managerial recommendations, individually and/or in collaboration with peers.

General Assessment Information

Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern. For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration.

Assessment Tasks

Name Weighting Hurdle Due
Professional Practice: Digital marketing plan 40% No 2025-09-12
Professional Practice: Digital marketing client pitch 30% No 2025-10-27
Skills Development: Digital marketing in practice 30% No 2025-11-07

Professional Practice: Digital marketing plan

Assessment Type 1: Project
Indicative Time on Task 2: 40 hours
Due: 2025-09-12
Weighting: 40%

The purpose of this assessment is to design a digital marketing strategic plan for a firm within a specified industry, enhancing your strategic planning and analytical skills, preparing you for marketing roles in today's digital-driven business environments.

You will gather consumer and market insights and propose innovative strategies to develop a comprehensive digital plan.

Skills in focus:

  • Critical Thinking and Problem Solving
  • Digital Skills
  • Discipline Knowledge
  • Communication

Deliverable: Written report [maximum 2000 words] - Individual assessment
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, individually and/or in collaboration with peers
  • Critically analyse and evaluate firms digital marketing strategies and provide managerial recommendations, individually and/or in collaboration with peers.

Professional Practice: Digital marketing client pitch

Assessment Type 1: Project
Indicative Time on Task 2: 30 hours
Due: 2025-10-27
Weighting: 30%

The purpose of this assessment is for you to develop and pitch a digital marketing plan, integrating ideas from your individual plan and applying practical digital marketing strategies within a professional context.

You will collaborate with your group to refine these strategies, ensuring they are viable and tailored to your target market, and then effectively communicate your plan in a clear and compelling manner.

Skills in focus:

  • Critical Thinking and Problem Solving
  • Digital Skills
  • Communication and Collaboration

Deliverable: Presentation [15 minutes] - Group assessment
On successful completion you will be able to:
  • Deploy various methods of digital marketing to design a digital marketing strategic plan, individually and/or in collaboration with peers
  • Critically analyse and evaluate firms digital marketing strategies and provide managerial recommendations, individually and/or in collaboration with peers.

Skills Development: Digital marketing in practice

Assessment Type 1: Portfolio
Indicative Time on Task 2: 20 hours
Due: 2025-11-07
Weighting: 30%

The purpose of this assessment is to enhance your understanding and application of digital marketing concepts, tools, and techniques through engagement with diverse interactive activities.

You will actively participate in a series of activities designed to deepen your practical and theoretical knowledge of digital marketing.

Skills in focus:

  • Critical Thinking and Problem Solving
  • Discipline Knowledge
  • Communication

Deliverable: Portfolio submission [maximum 2000 words] - Individual assessment
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, individually and/or in collaboration with peers.

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

Delivery and Resources

TEACHING AND LEARNING STRATEGY • The unit is delivered in seminar format. Students are expected to be active and engaged learners, contributing fully to seminar sessions. Learning activities include individual and group tasks that are to be completed during private study and in the seminars. Students need to read in advance of seminar 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 and videos will be posted on iLearn at https://ilearn.mq.edu.au on a weekly basis.

CLASSES

  • There are 2-hr weekly seminar sessions which consist of class activities and discussions.
  • Pre-recorded lectures (1 hr) will be available on iLearn, on a weekly basis, prior to each workshop session.

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

RECOMMENDED TEXTS AND/OR MATERIALS

  • 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.

Chaffey, D. and Ellis-Chadwick, F., 2022. Digital marketing. Pearson UK.

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, wesbite development tools, analytical dashboards.

Unit Schedule

Please refer to iLearn for more detailed information about Unit Schedule.

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 connect.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/

Academic Success

Academic Success 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 the Service Connect Portal, 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

Assessment tasks are updated. 

Unit information based on version 2025.04 of the Handbook