• Offered by Research School of Management
  • ANU College ANU College of Business and Economics
  • Classification Transitional
  • Course subject Marketing
  • Areas of interest Marketing
  • Academic career PGRD
  • Course convener
    • Dr Stephen Dann
  • Mode of delivery In Person
  • Co-taught Course
  • Offered in Second Semester 2018
    See Future Offerings

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. 

Other Information

See the course outline on the College courses page. Outlines are uploaded as they become available. 

Indicative Assessment

  • Communication Audit - 20%
  • Website Design, construct & critique - 25%
  • Self-reflection - 5%
  • Campaign Outline -15%
  • Advertising, digital and social campaign creation & execution - 30%
  • Self-reflection - 5%

The ANU uses 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. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Workload

The average student workload for this course is 10 hours per week. For on-campus students this includes time spent in scheduled classes and self-directed study time. For on-line students this includes time spent reading, researching, studying and participating in on-line activities.

Requisite and Incompatibility

To enrol in this course you must have previously completed MKTG7260.

Preliminary Reading

 

 

Assumed Knowledge

Knowledge of marketing and basic research methods

Specialisations

Fees

Tuition fees are for the academic year indicated at the top of the page.  

If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.

Student Contribution Band:
3
Unit value:
6 units

If you are an undergraduate student and have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). You can find your student contribution amount for each course at Fees.  Where there is a unit range displayed for this course, not all unit options below may be available.

Units EFTSL
6.00 0.12500
Domestic fee paying students
Year Fee
2018 $4080
International fee paying students
Year Fee
2018 $5400
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

The list of offerings for future years is indicative only.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.

Second Semester

Class number Class start date Last day to enrol Census date Class end date Mode Of Delivery Class Summary
9983 23 Jul 2018 30 Jul 2018 31 Aug 2018 26 Oct 2018 In Person N/A

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions