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:
- Define the core elements of Integrated Marketing Communications as a marketer’s mindset;
- Describe the digital marketing communication processes;
- Critically appraise the integration of DMC into broader marketing strategies;
- Assess online marketing campaign case studies;
- Critically evaluate opportunities and challenges faced by internet-mediated business practices in uncertain market conditions;
- Engage online platforms, tools, and software to achieve marketing outcomes; and
- Create elements of digital marketing communications campaigns such as online, digital, and social media content.
Other Information
This course is only available to students enrolled in the MDTE - Master of Digital Transformation & Entrepreneurship and studying in Zhejiang, China.
For students in other programs, the related course is MKTG7028 - Digital Marketing.
Indicative Assessment
- 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 1,2,3,4,5,6,7]
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 complete the work, which will typically include class attendance, course reading, research, writing and assessment work.
This course is offered in intensive delivery mode as a continuous block over a shorter period of time.
Inherent Requirements
This course has no inherent requirements.
Requisite and Incompatibility
You will need to contact the Research School of Management to request a permission code to enrol in this course.
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Assumed Knowledge
Students are expected to have knowledge of introductory management and business concepts.
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 |
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.