MKT525 Digital and Social Media Marketing (8)

Digital marketing is now ubiquitous. This subject develops students abilities 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 an organisations approach when creating a digital marketing strategy. Students will assess how digital spaces are being used in the context of business to business (B2B), business to consumer (B2C) and consumer to consumer (C2C). They will also critically examine online consumer behaviour, investigate legal and ethical issues, identify appropriate analytics and measurement tools, and evaluate evolving contemporary 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 3 (90)
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 Business

Enrolment Restrictions

Postgraduate students only.

Assumed Knowledge

MKT501

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 assess and evaluate how different communication practices influence strategic decision making in a digital marketing environment;
  • be able to plan, implement, measure and evaluate digital marketing strategies and
  • be able to critically review digital marketing concepts in a broader social and market context.

Syllabus

This subject will cover the following topics:
  • Key concepts in digital marketing
  • Digital Eco-systems: Macro and micro environments
  • Consumer journey and buyers' persona
  • Digital strategy and planning
  • Digital Presence: Building and managing digital spaces
  • Search engine optimisation and mobile marketing tactics
  • Social media and content marketing
  • Paid marketing and creativity
  • C2C digital spaces
  • Measurement and ROI
  • Understanding the law and ethics
  • Future trends

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT525 in Session 3 2021. 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 post:digital and social media audit
10
2
Project management and planning
10
3
Buyer persona, journey map and market analysis
35
4
Digital marketing strategy and tactics
45

The information contained in the CSU Handbook was accurate at the date of publication: March 2022. The University reserves the right to vary the information at any time without notice.

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