Undergraduate - UnitMKF3881 - Digital marketing

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield Second semester 2014 (Day)
Coordinator(s)	Mr Peter Wagstaff

Synopsis

Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been www and online transacting which has already revolutionised a number of sectors of the world economy. This subject takes marketing and traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.

Outcomes

The learning goals associated with this unit are to:

illustrate insight into how traditional marketing structures and concepts, techniques and activities translate into the digital marketing medium
demonstrate an integrated perspective of how digital marketing contributes to value creation for all stakeholders
illustrate an ability to analyse the market and to create and develop innovative digital solutions to fulfil identifiable needs
combine theory with the pragmatism required to effectively traverse the divide between marketing and delivering a digital solution to market needs.

Assessment

Students will choose an assessment regime from the following:

a) Examination: 100%;

b) Within semester assessment: 50% and Examination: 50%;

c) Within semester assessment: 100%