- Code MKTG7028
- Unit Value 6 units
- Offered by Research School of Management
- ANU College ANU College of Business and Economics
- Course subject Marketing
- Areas of interest Marketing
- Academic career PGRD
- Katerina Kormusheva
- Mode of delivery In Person
Second Semester 2019
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.
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.
See the course outline on the College courses page. Outlines are uploaded as they become available.
- 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%
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WorkloadThe 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
Assumed KnowledgeKnowledge of marketing and basic research methods
Tuition fees are for the academic year indicated at the top of the page.
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- Student Contribution Band:
- 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.