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

Digital Marketing Communications is based on research-led outcomes, utilising industry practice through the Action Learning Project cycle, and building on the evidence base of practice, review and reflection in real world applications. Course content is informed by peer reviewed research, and industry best practices.

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 has an examination. Please refer to relevant Assessment Task section for further details.

Required Resources

Internet access. Students who cannot have social media accounts due to workplace or other restrictions should contact the course convenor at their earliest convenience to ensure the Action Learning Project respects these restrictions. Students will be required to engage in a range of online tasks and activities that are best experience on a computer. Mobile-phone only users may have a different experience than that expected for desktop and laptop based users.

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.

Other Information

This course will be conducted by Online Teaching events administered through Wattle. There are no face to face requirements for this semester. This course can be completed online by remote study.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Integrated Marketing Communications: Foundations and Core Concepts
2	Integrated Marketing Communications: Key models and frameworks	Action Learning Project (ALP) Overview
3	Integrated Marketing Communications: Promotional Mix	Take home exam (30%)
4	Digital Marketing: Foundations	ALP1: Case for Action I
5	Digital Marketing: Strategy	ALP2: Gain Knowledge
6	Digital Marketing Tactics / Marketing Mix	ALP3: Agree on new behaviour Project Start Point Paper Due
7	Applications: Digital Marketing Promotions	Apply and Practice Behaviour
8	Applications: Social Media, Community and Connections	Receive Feedback Project Way-Point Review Due
9	Applications: Markets and Market Places	Gain More Knowledge
10	Applications: Mobile and Other platforms	More Practice
11	Digital Marketing: Future Directions	Positive Reinforcement
12	Course Review and Reflections	Case for Action II Project End Point Report Due

Tutorial Registration

Further details about the structure and teaching activities for this course will be available on the course Wattle site by end of Week 1.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Take home exam	30 %	17/08/2020	31/08/2020	1,
Action Learning Project Proposal	20 %	31/08/2020	21/09/2020	2,3
Project Way-Point Review (20%)	20 %	28/09/2020	12/10/2020	5,6,7
Final Report (30%)	30 %	09/11/2020	03/12/2020	2,3,4

* 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 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

Participants are expected to engage with the course to their level of interest, including attending live Zoom meetings, engaging in the course forum, and interactions with other course colleagues across the semester. No grade is assigned to this self directed learning task.

Examination(s)

This course has an examination. Please refer to relevant Assessment Task section for further details.

Assessment Task 1

Take home exam

A short time frame exam on the content area of Integrated Marketing Communication. Details to be provided on Wattle.

Worth: 30%

Type: Individual

Words: up to 2500 words

Submission: via Turnitin

Due: 5pm Monday Week 4

Return: Within two weeks of submission

Overview: A reflection and review of the key concepts of the IMC section of the course. The exam is designed to ensure students have an opportunity to explore and apply fundamentals of IMC as a marketing mindset.

Learning Outcomes: Define the core elements of Integrated Marketing Communications as a marketer’s mindset

Details will be provided in Wattle by Week 1.

Assessment Task 2

Action Learning Project Proposal

Worth: 20%

Type: Individual

Words: 2500 words

Submission: via Turnitin

Due: 5pm Monday Week 6

Return: Within two weeks of submission

Overview: Students will prepare a Proposal for an Action Learning Project to be undertaken within the Digital Marketing section of the course. The Action Learning Project will feature an overview of the project goals, a statement of project objective and outline the context for the problem to be solved through the Action Learning Project

The task requires both a written explanation, a project timeline with milestones, and a short video explanation of the task.

Learning Outcomes:

2. Describe the digital marketing communication processes

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

Details will be provided in Wattle by Week 2.

Assessment Task 3

Project Way-Point Review (20%)

Worth: 20%

Type: Individual

Words: 1000 words + video

Submission: via Turnitin

Due: 5pm Monday Week 8

Return: Within two weeks of submission

Overview: The Way Point Review is an action learning reflection point consisting of both video and written explanation of the progress of the project, unforeseen challenges to date, course corrections, recognition of new opportunities, and the plan to reach the project submission milestone.

Learning Outcomes:

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

Details will be provided in Wattle by Week 2.

Assessment Task 4

Final Report (30%)

Worth: 30%

Type: Individual

Words: 2500 words

Submission: via Turnitin

Due: 5pm Monday 2nd week of exam period (9th Nov 2020)

Return: After semester

Overview: A review of the project outcomes, including comparisons with the Project Proposal and Project Way Point activities, plus a statement of future intent for the project beyond the course.

Learning Outcomes:

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

Details will be provided in Wattle by Week 2.

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.

Due to the timeline and iterative nature of the Action Learning Project, tasks must be completed within the deadline window for the project to complete on schedule.

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