This course introduces students to the process of developing and managing effective digital marketing communications. Central to the course is the idea of Integrated Marketing Communications (IMC) management. Specific topics include digital communications campaigns, managing corporate and brand image using digital methods, digital advertising management & design, media selection, film and video production principles in marketing campaigns, and digital marketing communications strategies in different contexts. 
Digital communication activities represent an important part of most business activities. This course will provide students with the theoretical knowledge and techniques to improve the quality of their digital marketing communications - from identifying the audience's needs - through problem identification- through media planning and strategy to the creation of the most effective marketing communication messages in the form of promotion campaign, digital and social advertising.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

Upon successful completion of the requirements for this course, students will be able to:

1. Identify the elements of IMC
2. Describe the digital marketing communication process
3. Discuss the importance of the different types of strategies that can be used in digital marketing campaigns 
4. Analyse elements which make a successful film in a digital communications campaign
5. Produce an audit of the digital marketing communications strategy of a brand
6. Construct a website using the principles of digital marketing communications. 
7. Create a digital communications campaign such as online, digital and social media methods. 

Research-Led Teaching

The internet is an experimental platform where evidence based decision making occurs in real time, based on immediate feedback loops from real customers responding in real time. As a result, this course builds on both research led education and evidence based decision making through authentic assessments, real world application of internet decision making in the management and operation of an internet presence, and the spirit of curiosity.

Field Trips

n/a

Additional Course Costs

There is no requirement for this class to impose any additional costs. If students choose to purchase ready platforms or web components, they are free to do so. However, there is no expectation that any additional costs will be incurred by students.

Required Resources

Internet access, computer, handheld device. Students need to be able to access the internet and to engage the internet as their area of research, practice and exploration.

Dave Chaffey, Fiona Ellis-Chadwick (2019) Digital Marketing, 7/E, ISBN-10: 1292241578 • ISBN-13: 9781292241579

©2019 • Pearson • eBook or Paper Published 28 Jan 2019

A copy of the textbook will be made available through the ANU Library via the reserve and short loan collection.

Recommended Resources

SOSTAC MODEL (free link)

https://www.smartinsights.com/digital-marketing-strategy/sostac-model/

Staff Feedback

Students will be given feedback in the following forms in this course:

• written comments
• sempahore, metaphor and morse code
• verbal comments
• tarot readings
• feedback to whole class, groups, individuals, focus group etc
• visions provided within layers upon layers of dreams
• guidance and support during seminar discussions

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Other Information

Classes will be taught in a combination of mixed mode, with online content, prerecorded classes, face to face workshops, and the expectation of personal investment of time beyond the classroom environment. Students are required to act on their proposal, and reflect on the success of these actions in the final task. The more you personally invest in your own education experience, the better the outcome for you as a learning experience. During the semester, a range of in-class formative activity will be used to assist the development of your project, to be reviewed and reported in the final individual summative task.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	1 Introducing digital marketing Overview of the SOSTAC Plan
2	2 Online marketplace analysis: micro-environment The first three questions of the SOSTAC plan Situation – where are we now? Objectives – where do we want to be? Strategy – how do we get there?
3	3 The digital macro-environment The second three questions of the SOSTAC plan Tactics – how exactly do we get there? Action – what is our plan? Control – did we get there?
4	4 Digital marketing strategy Project Overview: Prototyping, Plan to Action and decision confirmation	Assessment Item 1 Due
5	5 Digital media and the marketing mix
6	6 Relationship marketing using digital platforms
7	7 Delivering the digital customer experience
8	8 Campaign planning for digital media
9	9 Marketing communications using digital media channels
10	10 Evaluation and improvement of digital
11	11 Data security and privacy in digital space	Assessment Item 2 Due
12	12 Student presentations	Assessment Items 3 due. Assessment item 5 done in class
13	exam period	Assessment item 4 due

Tutorial Registration

N/A

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
SOSTAC Plan for digital presence of a local business, organization, club or other entity - group assignment	20 %	15/08/2019	26/08/2019	1,2
Project Execution Report - group assignment	30 %	10/10/2019	18/10/2019	3,4,5
Presentations (non-competitive)	20 %	15/10/2019	25/10/2019	1,2,3,4,5,6,7
Self-reflection	20 %	31/10/2019	28/11/2019	3,4,5
Peer evaluation - done in class	10 %	22/10/2019	28/11/2019	4

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information 
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Expectations: Digital Marketing will be taught using a combination of seminars, workshops and online content. Students are encouraged to engage with the course content for the week's seminar prior to attending the session. Attendance at the seminar should be considered a part of the experience of study, and a voluntary choice to attend, engage, and participate will be respected. There is no compulsory attendance requirement, nor participation marks, or other forms of mark allocated to in-room activity. 

Students will be working in groups of 3, and will need to contribute equally to the work of the group. Each student will be evaluated by all peers in the group and this will form an assessment item.

Digital Marketing is predicated on the principles of real world, authentic assessment through experiential learning, and learning through doing.

Examination(s)

N/A.

Assessment Task 1

SOSTAC Plan for digital presence of a local business, organization, club or other entity - group assignment

Your task is to find a local business, organization, club or another entity without any digital presence, and develop the digital presence for them.

You will be working in a team of 3 students, self-selecting your team in class in week 1. As a first step in this task, you will create a plan for their digital presence, based on the SOSTAC® planning model.

The digital presence of the business, organization, club or another entity will include a social media account, a blog and/ or website as a minimum. You have the freedom to include other digital presence if you wish.

In line with the SOSTAC process, your plan needs to include the following elements:

• Situation – where are we now?
• Objectives – where do we want to be?
• Strategy – how do we get there?
• Tactics – how exactly do we get there?
• Action – what is our plan?
• Control – did we get there?

This plan will be the basis for your Assignment 2 Project Execution. This is an authentic and applied task, and will require you to commit to persistent and consistent professional practice outside of the classroom hours.

https://www.smartinsights.com/digital-marketing-strategy/sostac-model/

Due date: Thursday, Week 4, 16:00:00.

Form of submission: Turnitin

Length: 2000 words (+/-10%)

Return of Assessment: No later than two weeks after submission.

Full rubric is available on wattle.

Assessment Task 2

Project Execution Report - group assignment

At the start of semester, you created a SOSTAC Plan, which you then implemented over the passage of time from assignment due date to assignment due date. This paper is the report on how well you progressed against that plan, including, but not limited to a discussion of the following:

• an overview of the project, including screenshots, screencaptures and link to live/ongoing project
• the SMART level of the original goals
• activity undertaken in pursuit of the original plan
• the marketing theories, practices and processes applied during the project
• the relative value, success or failure, of the marketing theory applied to your project
• a summation of the project success, on a sliding scale of your choice (eg. 1 to 10)
• An infographic, lolcat, meme or other visual representation of the project.

Due date: Week 10, Friday, 4pm

Form of submission: Turnitin

Length: 4000 words (+/-10%)

Return of Assessment: No later than two weeks after submission.

Full rubric is available on wattle.

Assessment Task 3

Presentations (non-competitive)

Presentation of the project execution report to the rest of the class - group presentation, individual feedback given.

The group will be given 10-15min to present the results of the work undertaken in the course to create the digital presence of your chosen organization, business, club or other entity.

The presentation should give the highlights of the activity, a summary of findings and learnings, as well as visuals and other evidence to support the group's findings. Full rubric is available on wattle.

All team members need to present, individual feedback is given to each student.

Presentations will be recorded for review purposes. an be used to record. The video recordings will be taken on ANU-owned device and stored on the ANU-owned device only. Videos recorded will be kept until after appeal period has ended.

Due date: In-class, Week 12

Form of submission: presentation in class

Length: 15 min per team

Return of Assessment: No later than two weeks after presentation.

Full rubric is available on wattle.

Assessment Task 4

Self-reflection

Reflection of what you learned about yourself and the subject matter during the 12 weeks of the course. This is a strictly individual assessment item.

Form of submission: Turnitin

Length: 1000 words (+/-10%)

Return of Assessment: No later than two weeks after submission.

Full rubric is available on wattle.

Assessment Task 5

Peer evaluation - done in class

The evaluations given by your peers, will form the basis of your score for Assessment Task 5. All other students in your group will be scoring your performance in the group project, including: attendance of meetings, preparedness for meetings, willingness to listen, willingness to take suggestions and time management. This assessment will be done in class.

Due date: Week 11, in-class.

Form of submission: written in class

Return of Assessment: No later than two weeks after submission.

Full rubric is available on wattle.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.

The ANU commits to assisting all members of our community to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to be familiar with the academic integrity principle and Academic Misconduct Rule, uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with.

The Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission not permitted. If submission of assessment tasks without an extension after the due date is not permitted, a mark of 0 will be awarded.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Via Turnitin.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Not available

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students