• 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

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

Other Information

The Semester 2 2020 offering of this course will include special content related to COVID-19 and uncertain market conditions.

Indicative Assessment

  1. Typical assessment may include, but is not restricted to: exams, assignments, quizzes, presentations and other assessment as appropriate. 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 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 assignment work.

Inherent Requirements

Not applicable

Requisite and Incompatibility

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

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

Specialisations

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
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

There are no current offerings for this course.

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