Students

MKTG3006 – Digital Marketing

2026 – Session 1, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor/Lecturer/Tutor
Joseph Pitt
joe.pitt@mq.edu.au
Contact via Email
For consultation hours, please refer to the unit iLearn site for details
Credit points Credit points
10
Prerequisites Prerequisites
130cp at 1000 level above including MKTG1003
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, individually and in collaboration

General Assessment Information

Late Submission Penalties:

If you submit your assessment late, 5% of the total possible marks will be deducted for each day (including weekends), up to 7 days. Submissions more than 7 days late will receive a mark of 0.

  • Example 1 (out of 100): If you score 85/100 but submit 20 hours late, you will lose 5 marks and receive 80/100.
  • Example 2 (out of 30): If you score 27/30 but submit 20 hours late, you will lose 1.5 marks and receive 25.5/30.

Extensions:

  • Automatic Short Extension: Some assessments are eligible for an automatic short extension. You can only apply for an automatic Short Extension before the due date.
  • Special Consideration: If you need more time due to serious issues and for any assessments that are not eligible for a Short Extension, you must apply for Special Consideration. Need help? Review the Special Consideration page for further details.

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Skills development: Competitive digital marketing analysis 30% No 07/04/2026 Individual Yes Open AI
Skills development: Digital marketing in practice 40% No 15/05/2026 Individual Yes Open AI
Professional practice: Digital strategy 30% No 05/06/2026 Group No Open AI

Skills development: Competitive digital marketing analysis

Assessment Type 1: Professional task
Indicative Time on Task 2: 25 hours
Due: 07/04/2026
Weighting: 30%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to develop an in-depth understanding of the competitive landscape which will inform the digital marketing strategies in your group project. You will work individually to complete a written competitive analysis report that informs and supports your group digital marketing project.

Skills in focus:

  • Digital skills
  • Critical thinking and problem solving
  • Communication skills
  • Work readiness

Deliverable(s): Written Report [maximum 2000 words]

Individual assessment
On successful completion you will be able to:
  • Critically analyse and evaluate the digital marketing strategies of a business
  • Design digital marketing strategies to launch and grow a digital business and communicate the strategies in a professional manner to the audience, individually and in collaboration

Skills development: Digital marketing in practice

Assessment Type 1: Portfolio
Indicative Time on Task 2: 30 hours
Due: 15/05/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to actively engage in a series of practice-based tasks designed to deepen your practical and theoretical knowledge of digital marketing concepts and principles. You will work individually throughout the semester on a series of tasks relevant to digital marketing, which you will compile and submit as a portfolio document.

Skills in focus:

  • Communication skills
  • Work readiness
  • Digital skills
  • Critical thinking and problem solving
  • Discipline knowledge

Deliverable(s): Written Report [maximum 2000 words]

Individual assessment
On successful completion you will be able to:
  • Critically apply the theories and concepts underpinning digital marketing.
  • Critically analyse and evaluate the digital marketing strategies of a business

Professional practice: Digital strategy

Assessment Type 1: Presentation task
Indicative Time on Task 2: 20 hours
Due: 05/06/2026
Weighting: 30%
Groupwork/Individual: Group
Short extension 3: No
AI Approach: Open AI

The purpose of this assessment is for you to gain insights into how marketing technologies, tools, and applications can be used to develop digital marketing strategy. You will, collaboratively with your group, design digital marketing strategies to support the launch of a new digital business and communicate the strategies in a professional manner to the audience, through a recorded video presentation.

Skills in focus:

  • Collaboration and communication
  • Work readiness
  • Digital skills,
  • Critical thinking and problem solving
  • Discipline knowledge

Deliverable(s): Recorded video presentation [maximum 15 mins]

Group assessment
On successful completion you will be able to:
  • Critically apply the theories and concepts underpinning digital marketing.
  • Design digital marketing strategies to launch and grow a digital business and communicate the strategies in a professional manner to the audience, individually and in collaboration

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
  • Academic Success 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.

3 An automatic short extension is available for some assessments. Apply through the Service Connect Portal.

Delivery and Resources

Delivery Format:

This unit is delivered through a combination of weekly pre‑recorded lectures and a 1.5‑hour weekly tutorial. Students are required to view the pre‑recorded lecture content prior to attending tutorials, as tutorials build on this material through discussion, activities, and applied learning.

Students are expected to be active and engaged learners, contributing constructively to tutorial discussions and learning activities. Detailed weekly schedules, learning activities, and expectations can be found on the unit iLearn site.

Resources and Technology: 

Students are expected to bring their own laptop to weekly tutorials. Access to a laptop with reliable internet connectivity, a standard internet browser, media player, and PDF reader is required to access iLearn materials, participate in learning activities, and submit tasks.

Students enrolled in online classes are also required to have a laptop equipped with a camera, microphone, and speakers to participate effectively in online discussions and collaborative activities.

While mobile phones may be used for basic access, they are not recommended as a primary learning device, as screen size and functionality limitations may impede participation in activities and group work.

Students should be familiar with, or be prepared to develop proficiency in, commonly used productivity and digital collaboration tools (e.g., word processing, presentation software, online communication platforms), as well as digital marketing related platforms and tools relevant to the unit.

Please refer to the unit iLearn site for more information. 

If you need a laptop you may be eligible to apply for a MQ laptop loan via this link: https://students.mq.edu.au/uni-life/community/diversity-inclusion/digital-inclusion/computer-loan-scheme. Please contact the University's IT Service Desk if you need assistance with technology. 

Unit Schedule

Please refer to the 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 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

Compared to the previous offering, the following assessments have been revised to varying extents: 

  • Skills development: Competitive digital marketing analysis (A1 Analysis) 30%
  • Skills development: Digital marketing in practice (A2 Portfolio) 40% 
  • Professional practice: Digital strategy (A3 Project) 30% 

 

Unit information based on version 2026.04 of the Handbook