MKT525 Digital and Social Media Marketing (8)


Digital marketing is now ubiquitous. This subject develops the abilities required to plan and implement digital marketing strategies in a social media world and to integrate these with the organisations' broader marketing strategies. Students will examine how communication practices influence company motivations for creating a digital marketing strategy. Students will assess how the Internet is used as a sales and promotion medium for business to business (B2B), business to consumer (B2C) and consumer to consumer (C2C). They will also examine how social media has evolved as a standalone marketing tool, online consumer behavior and legal, ethical, measurement and evaluation issues that need to be addressed within digital and social media marketing programs.

+ Subject Availability Modes and Location

Session 1
OnlineBathurst 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 or MKT531 or MKT571.

Enrolment restrictions

Postgraduate students only.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to conceptualise digital marketing as it applies across multiple digital platforms;
  • be able to critically assess and evaluate how communication parameters and practices influence strategic decision making in a digital marketing environment;
  • be able to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate 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
  • Communication practices applied to Digital Marketing
  • The digital Paradigm
  • Micro/Macro Environments
  • Marketing strategies for a Digital Ecosystem
  • Digital Marketing tactics
  • The Digital Marketing mix
  • B2B, B2C and C2C Digital Marketing
  • Building and Managing Content in a Digital Environment
  • Social Media Marketing
  • Mobile Marketing
  • Evaluation and Active Listening in a digital era
  • Measurement and ROI of digital strategies
  • Understanding the Law and Ethics in Digital Marketing


The information contained in the 2017 CSU Handbook was accurate at the date of publication: 25 August 2017. The University reserves the right to vary the information at any time without notice.