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) as guiding philosophy for Digital Marketing Communications (DMC). Specific topics include online marketing campaigns, integrated marketing communication frameworks, integration of marketing goals into the management & design of online customer engagement and understanding how e-marketing can drive organisational responses in uncertain market conditions.

Learning Outcomes

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

1. Define the core elements of Integrated Marketing Communications as a marketer’s mindset
2. Describe the digital marketing communication processes
3. Critically appraise the integration of DMC into broader marketing strategies
4. Assess online marketing campaign case studies
5. Critically evaluate opportunities and challenges faced by internet mediated business practices in uncertain market conditions
6. Engage online platforms, tools and software to achieve marketing outcomes
7. Create elements of digital marketing communications campaigns such as online, digital and social media content

Research-Led Teaching

This course will consist of lectures (dual delivery mode) and tutorials (face-to-face, hybrid and/or online options)

Digital Marketing Communications utilises the evidence base of industry practice and reviewing and reflecting on real-world applications. Course content is informed by peer-reviewed research and industry best practices. The course will draw on case studies for teaching and will utilise the evidence base of world-leading knowledge practices from consulting and agency firms around the world.

The course will include presentations/interactions with Guest Speakers from the digital marketing communications industry.

Field Trips

There are no field trips in this course.

Additional Course Costs

There are no additional class costs expected in this course.

Examination Material or equipment

This course does not include an examination.

Required Resources

Internet access. Students will be required to engage in a range of online tasks and activities that are best experienced on a computer. Mobile-phone only users may have a different experience than that expected for desktop and laptop based users.

Recommended 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.

A copy of the ebook will be made available via the library website: https://anulib.anu.edu.au/

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
• verbal comments
• general feedback to whole class
• video conference discussions
• individual consultations

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.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Integrated Marketing Communications: Foundations and Core Concepts
2	Digital Marketing: Foundations
3	Online marketplace analysis: micro-environment and The digital macro-environment	Short Online Exercise 1
4	Digital marketing strategy	Fast-Paced Assessment - Case Analysis - Due - End of Week 4
5	Digital media and the marketing mix
6	Delivering the digital customer experience	Assessment 2 - Audit - Due End of Week 6
7	Relationship marketing using digital platforms
8	Marketing communications using digital media channels 1- Digital Presence
9	Marketing communications using digital media channels 2 - Engagement	Short Online Exercise 2
10	Evaluation and improvement of digital channel performance - Conversion, retention and measurement
11	Integrating digital change into the wider organisation	Short Online Exercise 3
12	Digital Marketing: Future Directions

Tutorial Registration

Further details about the structure and teaching activities for this course will be available on the course Wattle site by 0 week.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Fast-Paced Assessment - Case Analysis (20%)	20 %	22/08/2021	02/09/2021	1, 3, 4
SOSTAC Plan - Audit Phase (20%)	20 %	03/09/2021	17/09/2021	3, 4, 5
Continuous Assessment Task (30%)	30 %	*	*	2, 4
Final Report (30%)	30 %	04/11/2021	03/12/2021	2, 5, 6, 7

* 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 Academic Integrity . 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, participation marks, or other forms of mark allocated to in-room activity. 

Examination(s)

This course does not include an examination.

Assessment Task 1

Fast-Paced Assessment - Case Analysis (20%)

Worth: 20%

Type: Individual

Words: 1000 words

Submission: via Turnitin

Due: End of Week 4

Return: Within two weeks of submission

Overview: An opportunity to reflect on and review the key concepts of IMC and the integration of digital marketing strategy. The assessment is designed to ensure students have an opportunity to explore and apply the fundamentals of IMC as a marketing mindset and begin formulating their understanding and integration of digital marketing.

A short time frame assessment in which students will assess a real-life case study and apply the content area of Integrated Marketing Communication. Details to be provided on Wattle.

Learning Outcomes:

1. Define the core elements of Integrated Marketing Communications as a marketer’s mindset

3. Critically appraise the integration of DMC into broader marketing strategies

4. Assess online marketing campaign case studies

Further information, including the assessment guide and the marking rubric, will be on Wattle by the end of Week 1.

Assessment Task 2

SOSTAC Plan - Audit Phase (20%)

Worth: 20%

Type: Individual

Words: 1500 words

Submission: via Turnitin

Due: 5pm Friday Week 6

Return: Within two weeks of submission

Overview: Students will work throughout the course towards creating a digital marketing plan. Students will select an organization that will provide a case study for their report. Students are encouraged to select an organization they are currently involved with, however, it is recognised most will select an organisation they are familiar with.

A common approach will be implemented by the students drawing on the SOSTAC® framework. The SOSTAC planning model is built on objective setting, situation, and control. In this initial assessment, students will focus on setting out the situation analysis. Students will select an organisation and address who they are, what they do, and how they interact online by addressing internal and external factors impacting the business. Students will also reflect on stage 2 Setting Objectives, suggesting where the organisation can improve and look for opportunities for growth, particularly through their digital marketing communications.

This assessment will be used as a formative piece, as both an opportunity to assess progress with the course but also building towards the complete SOSTAC plan forming assessment 4.

Learning Outcomes:

3. Critically appraise the integration of DMC into broader marketing strategies

4. Assess online marketing campaign case studies

5 Critically evaluate opportunities and challenges faced by internet-mediated business practices in uncertain market conditions

Further information, including the assessment guide, additional assessment resources, and the marking rubric, will be on Wattle by the end of Week 2.

Assessment Task 3

Continuous Assessment Task (30%)

Worth: 30% (3x10%)

Type: Individual - Online Exercises

Due: Friday 5 pm of Weeks 3, 9 and 11

Feedback by: online through Wattle 2 weeks following submission

Assessment Description:

The course requires students to read, understand, learn and apply material throughout the semester. In order to encourage students to engage with the content material on an ongoing basis, short activities will be conducted providing the opportunity for students to apply what they have learned in their preparation. These activities will consist of short responses to assessments of real-life examples or the application core concepts to scenarios.

Purpose: To ensure students are active in their engagement these activities support progressive learning and feedback across the semester. Students will have the opportunity to illustrate their understanding of the digital marketing communication processes and assess online marketing campaign case studies.

Due: Must be completed in Wattle by Friday of Weeks 3, 9 and 11

Attempts: 1 per exercise

Assessment criteria: will be made 2 weeks prior to each assessment.

Learning Outcomes:

2. Describe the digital marketing communication processes

4. Assess online marketing campaign case studies

Assessment Task 4

Final Report (30%)

Worth: 30%

Type: Group

Words: Up to 3000 words

Submission: via Turnitin

Due: 5 pm Thursday 4th November

Return: With the release of final grades

Overview - Building on Assessment 2 students will produce a full report outlining a digital marketing strategy and the associated planning. 

Students will form and confirm groups (3-4 students) by Week 6. Drawing from their individual experience of conducting the audit phase they will select an organisation to complete their final report on. Students will be able to combine their knowledge gained in the first phase and collectively work towards a complete digital marketing strategy and plan.

In line with the SOSTAC process, the 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 – How will we know if we achieve our objectives?

Students will be encouraged to engage with online platforms, tools, and software and create elements of digital marketing communications campaigns in bringing to life their ideas.

Learning Outcomes:

2.Describe the digital marketing communication processes

5 Critically evaluate opportunities and challenges faced by internet-mediated business practices in uncertain market conditions

6 Engage online platforms, tools, and software to achieve marketing outcomes

7 Create elements of digital marketing communications campaigns such as online, digital and social media content.

Further information, including the assessment guide, additional assessment, and learning resources, will be on Wattle by Week 5.

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

No hard copy required. This is a digital subject with digital assessment components.

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.
• Where extenisons are required, students need to follow the extension application procedure https://rsm.anu.edu.au/study/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

Assessments will be returned via Wattle.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted 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 permitted.

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