BK208 - Digital Marketing Foundations

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BB105 Marketing Principles and BN110 Information Systems Fundamentals

Co-requisite: N/A

Aims & Objectives

This is a second-year Core Unit in the Bachelor of Business, major in Digital Marketing. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website: http://www.mit.edu.au/study-with-us/programs/bachelor-business. 

Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of cutting-edge marketing techniques to their knowledge base. In marketing, the most visible agent of change has been the World Wide Web (WWW) and online transacting which have already revolutionised several sectors of the world economy. This unit presents the essential facets of applying digital marketing technologies within contemporary organisations. This unit reflects on how marketing has evolved from traditional marketing means to new technological changes in marketing and exposes students to critically analyse modern marketing practices in the light of technological change. It explores how marketers can utilise different digital marketing methods of understanding, creating, communicating and delivering customer value in the marketplace. In this unit, students will learn how to optimise web traffic and analyse its performance through various web analytics services. Sound, practical knowledge equips students with an array of competencies valued by marketing practitioners and companies globally. This unit also enhances knowledge of privacy and security in facilitating digital marketing activities. In today’s hyper-competitive environment, marketing needs to be at the forefront of technologies and approaches.  Digital Marketing Foundations delivers a solid foundation for this, and blends seamlessly into the marketing discipline, integrating with and adding value to the repertoire of talents required for the marketer of today.
Unit topics include:

  • Digital marketing as part of the marketing communications mix
  • The evolution of traditional marketing to digital marketing
  • Mobile marketing
  • Web marketing and other customer acquisition techniques
  • Developing and maintaining effective websites
  • Measuring and evaluating web marketing programs
  • Search engine marketing (SEM)
  • Google analytics

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Critically evaluate search engine technology and the search engine optimisation of website development and landing pages.
b. Discuss how marketing has evolved from traditional marketing channels to new digital marketing technological channels. 
c. Demonstrate a coherent and advanced knowledge of digital marketing concepts using critical thinking.
d. Apply digital marketing fundamentals to analysis, design and decision making methodologies to identify and provide innovative value creations for customers, organisations and marketers.
e. Analyse the market, and create and develop innovative digital solutions to fulfil identifiable needs.
f. Plan, budget, execute, report and optimise a website.

Assessment

Assessment Task Due Date A B Unit Learning Outcomes
1. Formative assessment Week 3 - 5% a,b
2. Contribution and Participation Weeks 1-12 - 5% a-e
3. Website Design Brief Report [Individual] Week 5 15% - a,c,d,e
4. Website Implementation  [Individual] Week 8 25% - a,c,d,e,f
5. Project Report & Presentation [Individual] Week 12 50% - a-e
TOTALS   90% 10% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (5%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation (https://www.mit.edu.au/about-us/governance/institute-rules-policies-and-plans/policies-procedures-and-guidelines/Guidelines_on_Assessing_Class_Participation). Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode.

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed eBook

Other recommended references

  • Dodson, I. (2016). The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns, (6th ed.). John Wiley & Sons.
  • Roberts, M.L., Zahay, D. (2017). Internet Marketing – Integrate Online and Offline Strategies, Indiana, USA: Willey Publishing Limited.
  • Hemann, C., Burbary, K., (2015). Digital marketing analytics, USA, Que Publishing.
  • Hunt, B. (2014). Convert: Designing Websites to Increase Traffic and Conversions, (4th ed.). Indiana, USA: Willey Publishing Limited.
  • Cutroni, J. (2016). Google Analytics, (1st ed.). USA: O’Reilly Media Publications.
  • Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, (3rd ed.). London, United Kingdom: Kogan Page Limited.
  • Barker, M.S., Barker, D.I., Bormann, N.F., Roberts, M.L. & Zahay, D. (2017). Social media marketing: A strategic approach, (2nd ed.). Victoria, Australia: Cengage Learning.
  • Ryan, D. & Jones, C (2017). The best digital marketing campaigns in the world: Mastering the art of customer engagement, (2nd ed.). London, United Kingdom: Kogan Page Limited.
  • Weber, L., Henderson, L., (2016). The digital marketer, USA, Wiley & Sons.

Journals and Business Publications

  • Taiminen, H.M. & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs, Journal of Small Business and Enterprise Development, 22 (4), 633-651. 
  • Mandal, P. & Joshi, N. Understanding Digital Marketing Strategy, International Journal of Scientific Research and Management, 5 (6), 12 – 19.

Adopted Reference Style: APA 
The Referencing style for this using is APA: See the MIT Library Referencing webpage: https://library.mit.edu.au/referencing/APA and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study

Legend

Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.