MKB3881 - Digital marketing - 2017

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Mr Manir Zaman

Unit guides



  • Second semester 2017 (Day)


Digital marketing explores different aspects of the digital landscape and how to integrate digital technologies into the marketing mix. It also provides a broad understanding of the various digital marketing tools, and the application of these tools in the rapidly changing digital environment.


The learning goals associated with this unit are to:

  1. identify and investigate emerging digital marketing technologies and trends
  2. explain how marketing can leverage these technologies and trends
  3. understand the fundamentals of a digital marketing strategy, and how digital marketing can be integrated into the marketing mix
  4. critically evaluate a digital marketing campaign.


Within semester assessment: 50% + Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)