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.

Availability

Session 1 (30)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Online
Bathurst Campus
Session 2 (60)
Online
Bathurst 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

Grading System

HD/FL

Duration

One session

School

School of Management and Marketing

Enrolment Restrictions

Postgraduate students only.

Assumed Knowledge

MKT501 or MBA503 or MKT531 or MKT571.

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.

Syllabus

This 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

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT525 in Session 1 2019. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Title
Value
1
Discussion: introduction to organisation/brand
5 %
2
Report: digital marketing research and audit
25 %
3
Report: digtal marketing strategc planning
35 %
4
Presentation: digital marketing tactical execution
30 %
5
Tactic peer-to-peer response
5 %

Contact

For further information about courses and subjects outlined in the CSU handbook please contact:

Current students

Future students

The information contained in the CSU Handbook was accurate at the date of publication: October 2019. The University reserves the right to vary the information at any time without notice.

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