MKF3881 - Digital marketing - 2018

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

Chief examiner(s)

Mr Peter Wagstaff (First semester)
Mr Joris Demmers (Second semester)


Mr Peter Wagstaff (First semester)
Mr Joris Demmers (Second semester)

Unit guides



  • First semester 2018 (On-campus)
  • Second semester 2018 (On-campus)




MKW3881Not offered in 2018


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.


The learning goals associated with this unit are to:

  1. critically reflect how traditional marketing structures and concepts, techniques and activities translate into the digital marketing medium
  2. advocate an integrated perspective of how digital marketing contributes to value creation for all stakeholders
  3. critically review markets, and create and develop innovative digital solutions to fulfil identifiable needs
  4. adapt and implement theory and practice to the rapidly evolving digital marketing environment.


Within semester assessment: 100%

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