MARKETNG 7003 - Digital Media Concepts and Applications

North Terrace Campus - Trimester 2 - 2024

This course examines the key concepts of digital media in marketing, focusing on the areas that dominate the industry such as social media and search engine marketing. Building on the latest research in the area, the course examines the application of digital media in marketing, and tools and tactics for advancing marketing strategy in the digital environment. Emphasis is also placed on developing understandings of new and emerging digital technologies and the customer journey to inform marketing strategy and address challenges within the digital environment, such as privacy and policy, evolving online cultures, and vulnerability in the digital world.

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Course Details

Course Code	MARKETNG 7003
Course	Digital Media Concepts and Applications
Coordinating Unit	Marketing
Term	Trimester 2
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Contact	Up to 3 hours per week
Available for Study Abroad and Exchange	N
Prerequisites	MARKETNG 7104

Course Staff

Course Coordinator: Alison Joubert

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Course Learning Outcomes

On successful completion of this course, students will be able to:

1. Critically evaluate the various marketing concepts used within a changing digital environment.
2. Apply digital marketing tools and tactics to make strategic decisions throughout the customer journey.
3. Analyse the role new and emerging digital technologies play within marketing and society.
4. Generate resources that are transferrable to real-life marketing practice and industry acknowledging privacy and policy; and
5. Convey learnings in a professional manner throughout the course, both collaboratively and independently as well as synchronously and asynchronously

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Attribute 1: Deep discipline knowledge and intellectual breadth Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.	CLO1, CLO2, CLO5
Attribute 2: Creative and critical thinking, and problem solving Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.	CLO2, CLO3, CLO5
Attribute 3: Teamwork and communication skills Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.	CLO3, CLO5
Attribute 4: Professionalism and leadership readiness Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.	CLO4, CLO5
Attribute 5: Intercultural and ethical competency Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.	CLO2
Attribute 8: Self-awareness and emotional intelligence Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.	CLO2, CLO5

Learning Resources

Required Resources

Chaffey, D. and Ellis-Chadwick, F. (2022), Digital Marketing: Strategy, Implementation and Practice, Eighth Edition

Recommended Resources

For an alternative perspective, students are encouraged to consult the following texts:

Hanlon, A. (2022), Digital Marketing: Strategic Planning and Integration, Second Edition

Kaufman, I. and Horton, C. (2015), Digital Marketing: Integrating Strategy and Tactics with Values

In addition, students are encouraged to read on the topics covered by this course in the following journals. Students will find these journals particularly useful:

• Journal of Marketing
• Journal of Consumer Research
• Harvard Business Review
• Journal of Advertising
• Journal of Advertising Research
• Journal of Marketing Research
• Journal of Interactive Marketing
• European Journal of Marketing
• Marketing Theory
• Consumption, Markets and Culture
• Journal of Association for Consumer Research
• Journal of Computer Information Systems
• Internet Research

This list of relevant journals is a guide only; it is up to the student to determine what additional material is needed to satisfactorily complete the different assessments.

Students are also encouraged to familiarise themselves with the following websites:

• Ad News www.adnews.com.au
• Advertising Age www.adage.com
• AMA Marketing News www.ama.org/marketing-news-home/
• Australian Financial Review www.afr.com.au
• Business Review Weekly www.brw.com.au
• Forbes www.forbes.com
• Fortune www.fortune.com
• Marketing Mag www.marketingmag.com.au/
• Marketing Week www.marketingweek.com/marketing-news/
• Media Federation Australia www.mediafederation.org.au/

Online Learning

Comprehensive online support is available on the MyUni course website: https://myuni.adelaide.edu.au
Learning & Teaching Activities

Learning & Teaching Modes

This course involves a three-hour seminar each week. Students in this course are expected to attend all weekly seminars during the trimester.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

This course involves a three-hour seminar each week. Learning activities and assessment for the course are outlined below and on MyUni.

Learning Activities Summary

Week 1: Introducing Digital Marketing

Week 2: Online Marketplace Analysis: Micro-environment

Week 3: The Digital Macro-environment

Week 4: The New Marketing Normal; Digital Marketing Strategy

Week 5: Content Marketing

Week 6: Delivering the Digital customer Experience; Website Design

Week 7: Search; SEM and SEO

Week 8: Social Media Marketing; Influencer Marketing

Week 9: No Seminar - Work on Assessment

Week 10: Mobile Marketing; Augmented and Virtual Realities

Week 11: Marketing Communications Using Digital Media Channels

Week 12: Evaluation and Improvement of Digital Channel Performance; Analytics

Specific Course Requirements

Prerequisites MARKETNG 7104

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Assessment Item	Weighting	Learing Outcome
Ethnographic Persona (In Class)	15%	CLO1, CLO2
Online Quiz (MCQs)	15%	CLO3
Website	40%	CLO2, CLO4
Digital Marketing Strategy Report and Recorded Presentation (Group)	30%	CLO1, CLO2, CLO3, CLO5

Assessment Detail

Ethnographic Persona (15% Individual). The ethnographic persona assessment is designed to build understandings of the nature of digital consumers and communities, and the key challenges to serving consumer needs throughout the consumption journey, and to develop understandings of how to use evidence-based insights to create personas. There are two components to this assessment: (1)Complete the digital ethnography with a pair (one other student) in class, using the template provided on MyUni. (2) Individually, develop a persona based on the insights gained from the digital ethnography.

Online Quiz (15% Individual). This assessment involves an online quiz consisting of multiple-choice questions (MCQs), covering topics from seminars 1-4 (week 1-5). This quiz MUST be complete individually.

Website (40% Individual). The Website assessment is designed to build practical understandings of digital branding and website design and develop digital skills that are industry-relevant and transferrable to practice. There are two components to this assessment: (1) Using a web-building platform of your choice (e.g. www.wix.com, www.weebly.com, www.canva.com), review the terms and conditions of the platform, then develop a website using course learnings (apply course learnings) to guide your strategic decision-making, and (2) Using the provided structure, write a two-part report that identifies and applies the course theories and learnings used to choose your platform and develop your website.

Digital marketing Strategy Report and Recorded Presentation (30% Group). The Digital Marketing Strategy Report and Presentation assessment is a group assessment designed to build practical understandings of the digital marketing concepts and theories taught in the course, and how to develop insights from research and secondary sources and use these insights to make strategic decisions.There are two parts to this assessment: (1) A written report, and (2) a recorded presentation.This is a group assessment.

Submission

For this course, students are required to hand in assignments via Turnitin. More information about submission is available through teh course MyUni page.

Students must not submit work for an assignment that has previously been submitted for this course or any other course. There will be no re-submission once the due date has passed. Please note, lecturers can refuse to accept assignments which do not have a signed acknowledgement of the University’s policy on plagiarism.

Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the Lecturer in Charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised according to the below.
Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle which may lead to a later return to you. There is a 5% penalty per day late or part thereof.

So without an extension, one day or part thereof late: 5% penalty
Two days or part thereof of two days: 10% penalty
Three days or part thereof of three days: 15% penalty
Four days or part thereof of four days: 20% penalty.
Material that is submitted more than five days late will not be accepted. If you receive an extension and submit beyond the extension date, late penalties will apply.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through Access Adelaide.

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator