This course delivers students into the world of online marketing through strategic digital marketing. It focuses on the conduct of business operations in virtual environments, across ecommerce, marketing, and digitial value delivery. Topics include strategic decision making to set marketing goals, apply emarketing techniques for online engagement to enhance digital transactions in the consumer to consumer experiences. 

The course will also explore new technology adoption, shifting consumer attitudes to online experiences, and how to strategically evaluate technologies for workplace, business and personal consumption through a marketing lens in profit and not-for-profit scenarios.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify micro and macro-level marketing factors that impact digital marketing strategies;
2. Describe the influential marketing decision-making processes for the adoption of online technologies for consumers and organisations;
3. Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers;
4. Recommend appropriate online tools for achieving strategic digital marketing goals in personal and professional marketing practice;
5. Critically evaluate strategic opportunities faced by internet-mediated business practices; and
6. Engage authentic learning of digital marketing practice through online praxis.

Research-Led Teaching

Strategic Digital Marketing is informed by research led education, based on evidence based principles, observations of contemporary practice, and publications from peer review outlets. To facilitate this, we will use research in practice through self service internships over the internet for great life-integrated learning opportunities.

Field Trips

No physical field trips will be required, unless you happen to find that to be useful for content creation for your live emarketing project.

Additional Course Costs

N/A

Required Resources

Internet access and a device capable of performing internet functionality. Internet access (personal). Semi-recent to modern computer. Mobile device may be used as an alternative to computer, although experiences may vary.

Recommended Resources

Whether you are on campus or studying online, there are a variety of online platforms you will use to participate in your study program. These could include videos for lectures and other instruction, two-way video conferencing for interactive learning, email and other messaging tools for communication, interactive web apps for formative and collaborative activities, print and/or photo/scan for handwritten work and drawings, and home-based assessment.

ANU outlines recommended student system requirements to ensure you are able to participate fully in your learning. Other information is also available about the various Learning Platforms you may use.

Staff Feedback

Students will be given feedback in the following forms in this course:

• written comments
• verbal comments
• feedback to whole class, groups, individuals, focus group etc

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). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	eMarketing Overview
2	Strategy and Planning
3	Plans to Metrics to Implementation
4	Deliverables: Value to Product to Live Launch	Assessment 1 Due
5	Deliverables: Virtual Service Delivery
6	Deliverables: Visual, Video and Physical Delivery
7	Evaluations and Review: Project Benchmark
8	Applied Marketing Mix: The Classic Mix	Assessment 2 due
9	Applied Marketing Mix: Alternate Mix
10	Application: Community Development
11	Application: Relationship Marketing
12	Project Review and Future Directions	Assessment 3 due in exam period

Tutorial Registration

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.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Project Plan	30 %	12/03/2024	26/03/2024	1,4,6
Project Mid Point Review	30 %	22/04/2024	06/05/2024	3
Project Post Review	40 %	11/06/2024	27/06/2024	2,5

* 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 Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Extenuating Circumstances Application
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

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 Skills website. 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

Attendance at seminars, lectures, and tutorials, while not compulsory, is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b).

Where students will not be able to attend a seminar, lecture and tutorial, they should advise the Convener and discuss how to address the learning materials instead, or use the self service mode of self directed learning via the Wattle course content. If you elect to not attend the class, and elect not to consume the course materials in a self guided learning process, you have chosen your own fate, and that will be respected in the final score for the subject.

No participation grades are assigned. Students are welcome to attend, engage and get value for money from their university degree fees.

Examination(s)

None.

Assessment Task 1

Project Plan

Worth: 30%

Type: Individual

Words: 2000 words - work beyond the word limit will neither be read nor marked

Submission: via Turnitin

Due: 11.59pm Monday, Week 4

Return: Within two weeks of submission

The internet is a big place with a range of opportunities, options and potential outcomes. This assessment task is a forward facing document that will propose a project that will enable you to explore one of these opportunities, combining both personal experience and access to marketing theory into a self service internship project.

 

You will use an online service product for the length of the semester, and you will run your own project on that platform. The online service product can be a social media service, a website, online platform, application, technology, or some else that applied for the purposes of e-marketing or e-consumption. This assignment will outline what platform/system you will be using, what it is, what it does, and why that's useful to your project, and then how you intend to create a real world living project for the semester.

Assessment is inclusive of a list of goals, outcomes and task required to achieve those goals for the semester ahead.

Detailed guide available on the Wattle site from Week 1

LO1 Identify micro and macro-level marketing factors that impact digital marketing strategies;

LO4 Recommend appropriate online tools for achieving strategic digital marketing goals in personal and professional marketing practice;

LO6 Engage authentic learning of digital marketing practice through online praxis.

AI USE: the use of AI such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.

Assessment Task 2

Project Mid Point Review

Worth: 30%

Type: Individual

Words: 2000 words - work beyond the word limit will neither be read nor marked

Submission: via Turnitin

Due: 22 April, 2024, 11:59pm

This paper is a benchmark of progress to date. Students will outline the results of their activity, including progress against the metrics and analytics outlined in Assessment 1. This is a comparison between project projections of Assessment 1, and real world deliverables of running the project. The assessment will also cover the "theory in practice" examination of what marketing ideas you have applied to your project, and how theories / concepts / frameworks from the course have translated into practical decision making in your real life project.

Detailed guide available on the Wattle site from Week 1

LO3 Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers;

AI USE: the use of AI such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.

Assessment Task 3

Project Post Review

Worth: 40%

Type: Individual

Words: 3000 words - work beyond the word limit will neither be read nor marked

Submission: via Turnitin

Due: 2024-06-11

Return: Release of grades

Overview:

 Building on Assessments 1 and 2, students will conclude their Action Research Cycle with a full report outlining the experience of delivering a digital marketing project, including an appraisal of how their proposed strategy outlined in Assessment 1 was able to support their implementation over the semester period, and how marketing theory experienced during the semester was able to influence, inform and guide the delivery of a practical project.

Detailed guide available on the Wattle site from Week 1

LO2 Describe the influential marketing decision-making processes for the adoption of online technologies for consumers and organisations;

LO5 Critically evaluate strategic opportunities faced by internet-mediated business practices

AI USE: the use of AI such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

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

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

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.
• Late submission permitted. Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

Referencing Requirements

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material.

Returning Assignments

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

Assessment Task 1 can be resubmitted to address reviewer feedback on project plans, and project outcomes.

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 Access 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 all ANU students