54061 Digital Media: Marketing, Metrics and Data
Warning: The information on this page is indicative. The subject outline for a
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 2021 is available in the Archives.
Credit points: 8 cp
Result type: Grade and marks
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 58337 Engagement, Participation, Gamification
Description
This subject responds to the digital media industry's growing emphasis and reliance on data, metrics and marketing to better segment and target audiences. The rapidly-evolving digital and social media industry is framed within historical and theoretical contexts and for commercial, professional, social and personal uses. In this subject, students learn foundational digital marketing skills, and the use of digital and social media technologies, devices, platforms, media and analytical techniques to develop marketing-oriented decision-making skills. Students develop skills linked to communication campaign development, content marketing and data collection, analytics and communication. Students also critically examine the consequences of digital media marketing, and the limits and perils of big data before applying these understandings to the development of their own marketing projects.
Subject learning objectives (SLOs)
| a. | Evaluate a range of contemporary and historical industry digital and social media marketing strategies |
|---|---|
| b. | Develop appropriate and professional strategies and creative assets for communication with digital audiences and communities |
| c. | Communicate effectively about conemporary digital marketing practices occurring across the industry with reference to academic scholarship and industry best practice |
| d. | Collaborate, present and communicate professionally in response to an industry case study |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Possess a well-developed awareness of professional practice in the context of the communication industries (1.1)
- Apply theoretically informed understanding of the communication industries in independent and collaborative projects across a range of media (1.2)
- Possess information literacy skills to locate, gather, organise and synthesise information across diverse platforms to inform the understanding of the communication industries (2.1)
- Be reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative, with an ability to evaluate their own and others' work (2.2)
- Possess the skills to behave ethically in personal and professional contexts (5.2)
- Possess well-developed skills and proficiencies to communicate and respond effectively and appropriately across different contexts (6.1)
- Demonstrate digital literacy and production skills across a range of media and media texts (6.2)
Teaching and learning strategies
Teaching strategies promote interactive, collaborative learning with a ‘learning by doing’ approach to foster exploration extending beyond the classroom. Critical reflection will be developed through discussion of formative feedback that is provided in the earliest weeks of semester (including prior to the census date) and through in-class peer-review and tutor-review activities. The weekly program includes student engagement with online pre-class learning materials, lectures, group discussions and workshopping activities expanding upon selected themes and readings, to convey the theories and concepts of digital communication technologies and social media in digital marketing and communication industries. Formative feedback will be provided in the first four weeks in the build up to assessment one
Content (topics)
Students explore the consequences of, and issues surrounding digital communication including big data, data mining, predictive analytics, data privacy and security, surveillance, sovereignty, and the saturation of information in online environments. Students investigate how data is collected, analysed, interpreted and used in a range of environments including government, corporate and not-for-profit.
Assessment
Assessment task 1: Critical Analysis of Digital Marketing
| Objective(s): | a, c and d | ||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||||||
| Length: | 1500 word essay + 5 minute video | ||||||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Multi-channel Marketing Campaign and Strategy
| Objective(s): | a, b, c and d | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 1500 word Marketing Campaign + 3-4 Creative Campaign Assets | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
It is essential to attempt all assessment tasks to pass the subject as each assessment meets unique subject learning objectives.
Attendance at classes is essential in this subject. Classes are based on a collaborative approach that involves essential work-shopping and interchange of ideas with other students and the tutor. A roll will be taken at each class. Students who have more than two absences from class will be refused final assessment (see Rule 3.8).
Recommended texts
Asensio, A. 2017, World Wide Data: The Future of Digital Marketing, E-Commerce, and Big Data, Business Expert Press.
Brits, A. 2018, Online Marketing Foundations: Digital Marketing Research, Carpenteria, CA, Lynda.com
Charlesworth, A. 2018. Internet Marketing: Digital marketing: A Practical Approach, Routledge, New York, NY.
Cruz, A., Fletcher, G., Heinze, A. & Tahir, R. 2017, Digital and social media marketing: a results-driven approach, Routledge, New York, NY.
Dodson, I. 2016, The Digital Marketing Playbook: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, John Wiley & Sons, Inc.
Hemann, C. 2018, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second Edition, Que.
Hofacker, C.F. 2018, Digital Marketing: Communicating, selling and connecting, Edward Elgar Publishing, Cheltenham, UK.
Information Resources Management Association (USA), 2018, Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications.
Kaufmann, H. and Manarioti, A. 2017, Encouraging Participative Consumerism Through Evolutionary Digital Marketing, IGI Global.
Lefebvre, R. C. 2013, Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being, and the Environment, John Wiley & Sons, Incorporated, 2013. ProQuest Ebook Central.
Reibstein, D., Venkatesan, R., Farris, P., Brea, C., Wilcox, R.T., Pfeifer, P.E., and Bendle, N. 2014, The Definitive Guide to Marketing Analytics and Metrics (Collection), PH Professional Business.
Smith, M. 2017, The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth, McGraw-Hill.
Thomas, B. & Housden, M. 2017, Direct and Digital Marketing in Practice, Third Edition, Bloomsbury Business, London, UK.
Waite, K. 2018, The Essentials of Digital Marketing, Goodfellow Publishers, Limited, Oxford, UK.
Waxman, M. 2019, Digital Marketing Trends, Carpenteria, CA, Lynda.com.
Web Profits. 2017, Digital Marketing: The Comprehensive guide to investing your digital marketing budget.