24729 Digital Marketing for Managers
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particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2018 is available in the Archives.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): 24734 Marketing Management
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
A dynamic new area of marketing facing businesses is the field of online marketing that continues to evolve as a result of changes in technology, competitive landscape and consumer behaviour. This subject provides students with an opportunity to investigate issues that influence markets with an emphasis on the impact of digital and social media on the marketing of goods and services, branding, and reputation in the digital world as well as strategy planning for digital marketing.
Subject learning objectives (SLOs)
| 1. | Critically analyse the impact of digital marketing and social media on an organisation |
|---|---|
| 2. | Produce and implement a digital marketing plan |
| 3. | Appraise the contribution marketing knowledge and its application to digital marketing |
| 4. | Discuss the ethical and social responsibilities in marketing with respect to social media and digital channels |
Contribution to the development of graduate attributes
Digital Marketing for Managers builds on the Faculty’s graduate attributes of critical thinking, creativity and analytical skills by enabling students to analyse the various aspects of traditional marketing and creatively apply it to the digital marketing practice and theory. Through studying ethical digital marketing and digital safeguards, this subject will build students understanding of the graduate attribute of attitudes and values. Finally, this subject will build students’ business practice oriented skills through various activities that will enable a graduating student to be able to produce and implement a digital marketing plan.
Teaching and learning strategies
The subject will be taught using a combination of large lectures and workshops. The lectures provide the structure of the topic area, discussion of the theory and some practical examples. Readings, videos and/or case studies will be provided online prior to the lectures. Students are expected to review these materials and to be able to discuss them with other students during the course of the lecture.
Workshops provide an opportunity to discuss ideas, issues and make practical application of the theory, as well as encouraging students to think in a creative manner to solve real world problems, using learning from other core subjects. Students are expected to prepare answers to any discussion questions posted online before attending each workshop to engage in student-led group discussions. Students will also use appropriate computer software to complete assigned group and individual tasks.
The UTS web-based communication tool UTSOnline is used extensively and will be used to share information, provide feedback and encourage interaction between staff and students.
Content (topics)
- Digital marketing framework and the difference to traditional marketing
- The internet and the marketing mix
- Digital branding, Reputation and Engagement
- Digital strategy and planning
- Search Engine Optimisation and Search Engine Marketing
- Consumer Behaviour on digital platforms
- Ethical digital marketing and digital safeguards
- Emerging technologies
Assessment
Assessment task 1: Project Proposal (Individual)
| Objective(s): | This addresses subject learning objective(s): 2 |
|---|---|
| Weight: | 10% |
Assessment task 2: Case study (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 4 |
|---|---|
| Weight: | 35% |
Assessment task 3: Project Report (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 55% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
A list of mandatory readings for each session will be placed at UTSOnline.
References
- Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54(3), 241-251.
- Wirtz, B. W., Schilke, O., & Ullrich, S. (2010). Strategic Development of Business Models: Implications of the Web 2.0 for Creating Value on the Internet. Long Range Planning, 43(2-3), 272-290.
