• 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
  • Mode of delivery In Person
  • Offered in Second Semester 2023
    See Future Offerings

This course has flexible delivery that supports both online or on-campus study equally. See the Class Summary for more details.

This course introduces students to the process of developing and managing effective digital marketing strategy. Central to the course is the idea of Digital Marketing strategy as a method for engaging consumers in the online environment. Specific topics include online marketing campaigns, 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 Digital Marketing Strategy (DMS) as they relate to the marketer’s mindset;
  2. Describe the digital marketing strategy setting processes;
  3. Critically appraise the integration of DMS into broader marketing strategies;
  4. Critically evaluate opportunities and challenges faced by internet mediated business practices in uncertain market conditions;
  5. Engage online platforms, tools and software to achieve marketing outcomes; and,
  6. Create elements of digital marketing communications campaigns such as online, digital and social media content.

Indicative Assessment

  1. Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6]

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

Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.

Inherent Requirements

This course has no inherent requirements.

Requisite and Incompatibility

To enrol in this course you must have completed MKTG7260 or MKTG2004.

Prescribed Texts

Information about the prescribed textbook (if any) will be made available via the Class Summary.

Assumed Knowledge

Knowledge of marketing and basic research methods

Fees

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

Commonwealth Support (CSP) Students
If you 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). More information about your student contribution amount for each course at Fees

Student Contribution Band:
34
Unit value:
6 units

If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found 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 Description
2023 $4560 Standard Rate
2023 $3600 Grandfathered Rate*

*continuing students in nominated programs only. See fee website

International fee paying students
Year Fee
2023 $5820
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.

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
7024 24 Jul 2023 31 Jul 2023 31 Aug 2023 27 Oct 2023 In Person N/A

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