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Unit outline_

MKTG3110: Digital Marketing

Semester 1, 2023 [Normal day] - Camperdown/Darlington, Sydney

This unit explores how marketing campaigns are designed, conceptualised and executed digitally. Particular attention is given to techniques unique to digital technologies and the networked nature of social media platforms. Their applications to marketing strategy specifically to do with brand building, target audiences, public relations and communications are covered with an aim to equip students to understand the digital consumer journey.

Unit details and rules

Academic unit Marketing
Credit points 6
Prerequisites
? 
MKTG1001
Corequisites
? 
None
Prohibitions
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Vicki Andonopoulos, vasiliki.andonopoulos@sydney.edu.au
Tutor(s) Ellese Ferdinands, ellese.ferdinands@sydney.edu.au
Type Description Weight Due Length
Assignment Short Release assignment
Short release written take-home assignment
30% Formal exam period
Due date: 07 Jun 2023 at 23:59

Closing date: 10 Jun 2023
1500 words
Outcomes assessed: LO1 LO2 LO3 LO4
Small continuous assessment Assessments and training
Quizzes and modules
15% Multiple weeks Week 4, 5, 6
Outcomes assessed: LO1 LO4 LO3 LO2
Participation Tutorial participation
Participation
15% Ongoing Ongoing
Outcomes assessed: LO1 LO4 LO3 LO2
Assignment group assignment Project Update Report
Written report
15% Week 08
Due date: 21 Apr 2023 at 23:59
3000 words
Outcomes assessed: LO1 LO2 LO3 LO4
Assignment group assignment Project work
Final group assessment
25% Week 13
Due date: 26 May 2023 at 23:59
4000 words
Outcomes assessed: LO1 LO4 LO3 LO2
group assignment = group assignment ?

Assessment summary

  • Tutorial participation: You will be assessed on your class attendance and participation in tutorials discussion and activities. In addition, you will be required to either participate in a research study or submit a research paper review. 
  • Project work: You will be formed into groups in the first tutorial (week 2). Each group needs to create a website/blog on the topic of contemporary marketing issues/digital marketing/future of marketing, then use digital marketing techniques to build awareness and traffic.
  • Project report: Each group will produce a report on the planning, execution and outcome of their projects
  • Assessments and training: You will need to complete a weekly quiz based on the lectures. 
  • Short-release assignment: This will be a short release take home assignment.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 Unit overview & Introduction to the digital marketing landscape Lecture (2 hr)  
Week 02 Consumer behaviour in the digital age Lecture and tutorial (3 hr)  
Week 03 Marketing strategy in the digital age Lecture and tutorial (3 hr)  
Week 04 Social media marketing Lecture and tutorial (3 hr)  
Week 05 The Customer Journey & Attracting Consumers Lecture and tutorial (3 hr)  
Week 06 Search engine marketing and email marketing Lecture and tutorial (3 hr)  
Week 07 Content marketing Lecture and tutorial (3 hr)  
Week 08 Setting the Foundation; Knowing your brand Lecture and tutorial (3 hr)  
Week 09 Shared Channels - Apps and Influencers Lecture and tutorial (3 hr)  
Week 10 Shared Channels - Websites Lecture and tutorial (3 hr)  
Week 11 Measuring performance in digital marketing Lecture and tutorial (3 hr)  
Week 12 CSR and Ethics in the Digital Age Lecture and tutorial (3 hr)  
Week 13 The future of digital marketing Lecture and tutorial (3 hr)  

Attendance and class requirements

Lecture recording: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit are available on Canvas.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. demonstrate skill sets that are in demand by industry
  • LO2. apply theory to produce a professional business document
  • LO3. apply theory and software to solve real-world problems
  • LO4. demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in the face of those challenges.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

Hands-on experience has been increased since this unit was last offered. A textbook has been replaced by online readings

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.