MKT525 Digital Marketing (8)


Technology is now widely used by marketing professionals. This subject develops the abilities required to plan and implement digital marketing strategies and to integrate these with traditional marketing strategies. Students will examine company motivations for creating a digital marketing strategy, use of the web as a sales and promotion channel, online consumer behaviour, and measurement and evaluation issues that need to be addressed within digital marketing programs.

+ Subject Availability Modes and Location

Session 1
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT525
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge

MKT501 or MBA503

Enrolment restrictions

Postgraduate students only.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to investigate the possibilities and value of digital marketing in relation to strategic marketing planning processes;
  • be able to justify and critically evaluate the key concepts, issues, parameters and concerns when using e-technologies like the Internet as a marketing tool;
  • be able to plan, implement and evaluate digital marketing strategies;
  • be able to integrate digital marketing strategies with more traditional marketing strategies; and
  • be able to critically review digital marketing concepts in a broader social context.


The subject will cover the following topics:
  • Introduction to digital marketing
  • The micro-environment of digital marketing
  • The macro-environment of digital marketing
  • Digital marketing strategy
  • The Internet and the marketing mix
  • Relationship marketing using digital platforms
  • Delivering the online customer experience
  • B2B and B2C digital marketing
  • Planning a campaign for digital media
  • Communications using digital media channels
  • Contemporary issues for digital marketers
  • Evaluation and improvement of digital channel performance


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.