MARK3085 Digital Marketing and Web Analytics

Subject Code

MARK3085

Study Level

Undergraduate

Commencing Term

Term 3

Total Units of Credit (UOC)

Delivery Mode

On Campus and Online

School

Marketing

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1. Course Details

Summary of Course

This course explores the impact of the Internet, digital and social media, and emerging technological innovations on the marketing of goods and services. It examines consumer response to these innovations and factors that lead to the adoption of these new technologies. Students will examine digital technologies and their impact on customer acquisition, customer retention and customer development. An emphasis is placed on the utilisation of contemporary digital marketing applications within the emerging electronic environment. The changing technology environment means that marketers need to understand the way firms interact with the market, and how firms are taking advantage of new technologies to improve their marketing strategies.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

The Business School expects that you are familiar with the contents of this course outline and the UNSW and Business School learning expectations, rules, policies and support services as listed below:

Program Learning Outcomes
Academic Integrity and Plagiarism
Student Responsibilities and Conduct
Special Consideration
Protocol for Viewing Final Exam Scripts
Student Learning Support Services

Further information is provided in the Assessment and Policies and Support sections.

Students may not circulate or post online any course materials such as handouts, exams, syllabi or similar resources from their courses without the written permission of their instructor.

Course Aims and Relationship to Other Courses

This course is offered as part of the marketing stream in the Bachelor of Commerce degree. This course applies marketing knowledge to the digital environment. The course has a number of aims and objectives:

Provide students with a clear understanding of Digital Business as a whole, including Digital Marketing and e-Commerce within that.

- Promote knowledge of digital infrastructure requirements and the role of design for digital properties

- Identify key topics relating to online consumer behaviour

- Raise awareness of important issues concerning cyber-law and cybersecurity

- Provide students with an applied knowledge of website analytics.

This course builds upon your prior knowledge in marketing fundamentals (MARK1012/2012) and research (MARK2052) and/or statistics (ECON1203 or COMM1110). If students can demonstrate they have equivalent statistics knowledge, but haven't completed any of the listed pre-requisite courses, they can seek permission from Program Coordinator by submitting an online form.

Student Learning Outcomes

The Course Learning Outcomes (CLOs) are what you should be able to demonstrate by the end of this course, if you participate fully in learning activities and successfully complete the assessment items.

CLOs also contribute to your achievement of the Program Learning Outcomes (PLOs), which are developed across the duration of a program for all students. More information on coursework PLOs is available under Policies and Support. PLOs are, in turn, directly linked to UNSW graduate capabilities and the aspiration to develop “globally focussed graduates who are rigorous scholars, capable of leadership and professional practice in an international community”.

For PG research PLOs please refer to the UNSW HDR Graduate Attributes and LearningOutcomes.

The following table shows how the CLOs for this course relate to the overall PLOs and indicates where each CLO and PLO is assessed:

Course Learning Outcomes	Program Learning Outcomes	Course Assessment Item
On successful completion of the course, you should be able to:	This course helps you to develop the following Program Learning Outcomes:	This learning outcome will be assessed in the following items:
CLO1: Explain the concept of digital business and its relationship to broader marketing strategies.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication	Tutorial work Individual assignment
CLO2: Explain the different types of data and approaches to analysis.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication	Tutorial work Individual assignment
CLO3: Analyse website data and integrate it with market information.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication	Group project
CLO4: Identify relevant consumer behaviour using website analytics.	PLO 1: Business knowledge PLO 2: Problem solving	Group project
CLO5: Develop plans that reflect the overall digital and marketing strategies.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork	Tutorial work Individual assignment Group project
CLO6: Communicate data insights effectively.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication	Tutorial work Individual assignment Group project
CLO7: Work collaboratively to complete the major group project.	PLO 3: Business communication PLO 4: Teamwork	Group project
CLO 8: Identify and assess legal and social considerations in digital marketing.	PLO 5: Responsible business practice PLO 6: Global and cultural competence PLO 7: Leadership development	Tutorial work Individual assignment
CLO9: Research participation	N/A	Research participation or article review

2. Staff Contact Details

Position	Title	Name	Email	Location	Phone	Consultation Times
Lecturer-in-charge	Dr	Regan Lam		–	–	Arranged by email

To successfully complete this course, effective communication between us is vital. I will use Moodle to send you information between lectures and you need to check it regularly. In return, please send an email if you have any general questions about the course. Specific questions are best dealt with during the lecture, consultation times or by appointment. Please use your student-email to communicate with me. I will not open your email coming from yahoo, hotmail, gmail, and the like, even if it gets through the spam filters, as I will not know you are a student. Student-email messages get first priority in being answered. Please note any question related to the tutorials should be first addressed to your respective tutors.

3. Learning and Teaching Activities

Use of your Webcam and Digital Devices: If you enrol in an online class, or the online stream of a hybrid class, teaching and associated activities will be conducted using Teams, Zoom, or similar a technology. Using a webcam is optional, but highly encouraged, as this will facilitate interaction with your peers and instructors. If you are worried about your personal space being observed during a class, we encourage you to blur your background or make use of a virtual background. Please contact the Lecturer-in-Charge if you have any questions or concerns.

Some courses may involve undertaking online exams for which your own computer or digital devices will be required. Monitoring of online examinations will be conducted directly by University staff and is bound by the University's privacy and security requirements. Any data collected will be handled accordance with UNSW policies and standards for data governance. For more information on how the University manages personal information please refer to the UNSW Student Privacy Statement and the UNSW Privacy Policy.

Approach to Learning and Teaching in the Course

The course will be delivered through both lectures and tutorials throughout the term. Lectures will cover relevant digital marketing & web analytics theory and will potentially include guest speaker(s) for specific topics. Tutorials will cover applied topics such as web analytics, digital marketing and campaign management.

Learning Activities and Teaching Strategies

As consumers spend many hours per day online on different platforms and devices for different purposes, it becomes more difficult for marketeer to reach and engage with their audience. One way to understand consumers’ intent and behaviour better is to utilise the insights collected via web analytics software and apply those learnings on improving digital marketing strategies.

This course dives into the principles of digital marketing and web analytics to provide you with the knowledge and skills to become an all-round digital marketer and learn how to reach your audience with the right message at the right place and time. You’ll learn how to use different web analytics tools to extract the insights you’d need to apply to improve the performance of (digital) marketing efforts. The theoretical aspect of this course will be provided during the lectures, whereas the tutorial teaches you the skills and practical elements.

Lectures

Each lecture covers a different topic related to a digital marketing or web analytics principle and its best practices. Theory will be supported by practical elements via real-word examples which will demonstrate its relevance and importance. You are required to demonstrate and apply the knowledge that you gain during the lectures in assessments.

Tutorials

The tutorials are designed to provide you with the opportunity to apply the concepts and theories learned in lectures to real business case studies. Tutorial exercises will be led by the tutor where students are expected to participate actively in providing comments/towards towards the case questions.

4. Assessment

Formal Requirements

In order to pass this course, you must:

achieve a composite mark of at least 50 out of 100;
meet any additional requirements described in the Assessment Summary section.

You are expected to attempt all assessment requirements in the course.

Assessment Structure

Assessment Task	Weighting	Length	Due Date
Assessment 1: Tutorial work	43%	40% for in-lecture, in-tutorial participation, online quizzes, and discussion forums. 3% for Research Participation or Article Review	Week 2-9 excluding Week 6, the Flexibility week.
Assessment 2: Individual assignment	27%	1200-1500 words	Week 9 (end of Monday)
Assessment 3: Group Project (BCom students: myBCom COMM3999 course points for PLO3)	30%	Written Component 20% (20- A4 pages) Presentation by Group 10% (marked individually)	Week 10 (end of Friday) Presentation in the last tutorial in Week 9

Assessment Task

Weighting

Length

Due Date

Assessment 1: Tutorial work

43%

40% for in-lecture, in-tutorial participation, online quizzes, and discussion forums.

3% for Research Participation or Article Review

Week 2-9 excluding Week 6, the Flexibility week.

Assessment 2: Individual assignment

27%

1200-1500 words

Week 9 (end of Monday)

Assessment 3: Group Project

(BCom students: myBCom COMM3999 course points for PLO3)

30%

Written Component 20% (20- A4 pages)

Presentation by Group 10% (marked individually)

Week 10 (end of Friday)

Presentation in the last tutorial in Week 9

Assessment Summary

As a student at UNSW you are expected to display academic integrity in your work and interactions. Where a student breaches the UNSW Student Code with respect to academic integrity, the University may take disciplinary action under the Student Misconduct Procedure. To assure academic integrity, you may be required to demonstrate reasoning, research and the process of constructing work submitted for assessment.

To assist you in understanding what academic integrity means, and how to ensure that you do comply with the UNSW Student Code, it is strongly recommended that you complete the Working with Academic Integrity module before submitting your first assessment task. It is a free, online self-paced Moodle module that should take about one hour to complete.

Tutorial work, 43%

In-class participation, 40%

Attendance is required for both lectures and tutorials. Class participation is marked for tutorials only, online quizzes, and discussion forums. See details in the Moodle document.

Research participation/Article review, 3%

You may have the opportunity to participate in marketing research conducted by the school. Participation in such projects will be treated as research participation and award you 3% of the overall course mark. If you do not want to participate in the research study provided, you can complete an alternative task of writing a review for a research article. The 3% is part of the course assessment, and not a bonus 3% on top of the 100%. Separate details will be provided.

Individual Assignment, 27%

The assignment will ask students to analyse digital marketing practices of a chosen organization chosen and suggest a marketing solution for the company problem. The work should cover a comprehensive review of the topic literature as it relates to current digital marketing issues facing by businesses. This assignment will help you develop skills in critical thinking and problem solving. Details will be available in Moodle.

Group term project, 30%

The assignment will ask students to form a group of 4 or 5 students and a group will analyse a business' digital marketing strategies and to prepare a digital marketing plan to achieve the desired objectives. Each group needs to choose one organization from a provided list of companies. Also, the project will give you an opportunity to practice teamwork skills and develop written communication skills.

The individual students’ efforts need to be integrated by the group into a solid overview of the case company and situational analysis using digital marketing concepts. This project will require groups to apply their creativity skills and innovative approach to develop digital marketing strategies for the chosen company. The group will then provide recommendations given their overall understanding of the company situation. More detailed requirements will be explained in lectures and tutorials and on Moodle course page.

Assignment Submission Procedure

All written assessment tasks should be uploaded on Moodle via Turnitin by the due date.

The presentations have to be completed during the tutorials and the slides have to be submitted on Moodle via Turnitin.

Assessment Feedback

Feedback on student performance from formative and summative assessment tasks will be provided to students in a timely manner. Assessment tasks completed within the teaching period of a course, other than a final assessment, will be assessed and students provided with feedback, with or without a provisional result, within 10 working days of submission, under normal circumstances. Feedback on continuous assessment tasks (e.g. laboratory and studio-based, workplace-based, weekly quizzes) will be provided prior to the midpoint of the course.

Special Consideration

You can apply for special consideration when illness or other circumstances beyond your control interfere with your performance in a specific assessment task or tasks, including online exams. Students studying remotely who have exams scheduled between 10pm and 7am local time, are also able to apply for special consideration to sit a supplementary exam at a time outside of these hours.

Special consideration is primarily intended to provide you with an extra opportunity to demonstrate the level of performance of which you are capable. To apply, and for further information, see Special Consideration on the UNSW Current Students page.

Special consideration applications will be assessed centrally by the Case Review Team, who will update the online application with the outcome and add any relevant comments. The change to the status of the application immediately sends an email to the student and to the assessor with the outcome of the application.

Please note the following:

Applications can only be made through Online Services in myUNSW. Applications will not be accepted by teaching staff. The lecturer-in-charge/course coordinator will be automatically notified when your application is processed.
Applying for special consideration does not automatically mean that you will be granted a supplementary exam or other concession.
If you experience illness or misadventure in the lead up to an exam or assessment, you must submit an application for special consideration, either prior to the examination taking place, or prior to the assessment submission deadline, except where illness or misadventure prevent you from doing so.
If your circumstances stop you from applying before your exam or assessment due date, you must apply within 3 working days of the assessment or the period covered by your supporting documentation.
Under the UNSW Fit To Sit/Submit rule, if you sit the exam/submit an assignment, you are declaring yourself well enough to do so and are cannot subsequently apply for special consideration.
If you become unwell on the day of – or during – an exam, you must stop working on your exam, advise your course coordinator or tutor and provide a medical certificate dated within 24 hours of the exam, with your special consideration application. For online exams, you must contact your course coordinator or tutor immediately via email, Moodle or chat and advise them you are unwell and submit screenshots of your conversation along with your medical certificate and application.
Special consideration requests do not allow the awarding of additional marks to students.

Further information on Business School policy and procedure can be found under “Special Consideration” on the Policies and Support page.

Late Submission Penalties

Late submission will incur a penalty of 5% per day or part thereof (including weekends) from the due date and time. An assessment will not be accepted after 5 days (120 hours) of the original deadline unless special consideration has been approved. An assignment is considered late if the requested format, such as hard copy or electronic copy, has not been submitted on time or where the ‘wrong’ assignment has been submitted.

For assessments which account for 10% or less of the overall course grade, and where answers are immediately discussed or debriefed, the LIC may stipulate a different penalty. Details of such late penalties will be available on the course Moodle page.

No extensions will be granted except in the case of serious illness, misadventure or bereavement, which must be supported with documentary evidence in your application for Special Consideration. Lecturers and tutors do not have the ability to grant extensions.

Protocol for Viewing Final Exam Scripts

UNSW students have the right to view their final exam scripts, subject to a small number of very specific exemptions. The UNSW Business School has set a protocol under which students may view their final exam script. Individual schools within the Faculty may also set up a local process for viewing final exam scripts, so it is important that you check with your School. Further school-specific information may be included below.

Quality Assurance

The Business School is actively monitoring student learning and quality of the student experience in all its programs. A random selection of completed assessment tasks may be used for quality assurance, such as to determine the extent to which program learning goals are being achieved. The information is required for accreditation purposes, and aggregated findings will be used to inform changes aimed at improving the quality of Business School programs. All material used for such processes will be treated as confidential.

5. Course Resources

Recommended Textbooks

Chaffey, D., and Ellis-Chadwick, F., 2022. Digital marketing: strategy, implementation and practice (8th ed.), Pearson Education, Harlow, Essex.

Recommended Readings

A list of recommended readings will be available via Moodle. This will be updated during semester.

Supplementary Readings

Li, C., and Bernoff, J., 2011. Groundswell: wining in a world transformed by social technologies. Harvard Business Review Press.

Gupta, S., 2018. Driving digital strategy. Harvard Business Review Press.

Berger, J., 2016. Contagious: Why things catch on. Simon and Schuster.Hemann, D., and Burbary, K. 2018. Digital marketing analytics: making sense of consumer data in a digital world, (2nd ed.), Pearson Higher Ed USA

Moran, M., 2008. Do it wrong quickly: How the web changes the old marketing rules. Pearson Education, Crawfordsville, Indiana.

Shih, C. 2009. The Facebook Era, Prentice Hall, Boston, MA

Tuten, T.L. and Solomon, M.R. 2013. Social Media Marketing. Pearson.

Sources of Further Information

Harvard Business Review

Sloan Management Review

Electronic Commerce Research

Journal of Interactive Marketing

Business Horizons

International Journal of Electronic Business Management

International Journal of Internet Marketing and Advertising (IJIMA)

Journal of Database Marketing & Customer Strategy Management

Sydney Morning Herald – Technology section

Note: There are a number of other useful electronic marketing texts on the market and new ones are being released on a regular basis.

6. Course Evaluation & Development

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

Each year feedback is sought from students and other stakeholders about the course. Continual improvements are made based on this feedback. For example, for this term the structure of course materials and assessments has been extensively re-organised to link all activities more closely to the importance of marketing strategy.

7. Course Schedule

Note: for more information on the UNSW academic calendar and key dates including study period, exam, supplementary exam and result release, please visit: https://student.unsw.edu.au/new-calendar-dates

Week	Activity	Topic	Assessment/Other
Week 1: 12 Sept	Lecture 1	Introduction to digital marketing and web analytics	–
Week 2: 19 Sept	Lecture 2	Digital marketing environment and Buyer behaviour in the digital context	–
Week 2: 19 Sept	Tutorial 1	• Group formation & class activities relating to Lecture 1 & 2 • Discussion on course assessment (overview)	Group Formation and tutorial work
Week 3: 26 Sept	Lecture 3	Analysis of digital buying behaviour and Digital Analytics	–
Week 3: 26 Sept	Tutorial 2	• Finalizing group matters • Discussion on course assessment (Group Assignment) • Class exercises relating to Lecture	Group formation (finalized) and tutorial work
Week 4: 3 Oct	Lecture 4	Key components of Digital Marketing Strategy & Digital Campaigns	Lecture recording to replace the live lecture as 3 October 2022 Monday is a Public Holiday Online Quiz begins on Monday (3 Oct) and ends Weds (5 Oct)
Week 4: 3 Oct	Tutorial 3	• Discussion on course assessment (Individual Assignment) • Review of concepts • Class activities relating to Lecture 3&4	Tutorial work
Week 5: 10 Oct	Lecture 5	Digital Branding and Content Marketing	–
Week 5: 10 Oct	Tutorial 4	• Class activities relating to Lecture 3&4 • Review of concepts	Tutorial work
Week 6: 17 Oct	No Lecture and tutorial	Flexibility week	–
Week 7: 24 Oct	Lecture 6	Customer relationship management and Customer experience management in digital marketing	–
Week 7: 24 Oct	Tutorial 5	· Class activities · Review of concepts	Tutorial work
Week 8: 31 Oct	Lecture 7	Social Media Marketing and Influencer Marketing	–
Week 8: 31 Oct	Tutorial 6	• Class activities • Review of concepts	Tutorial work
Week 9: 7 Nov	Lecture 8	Search Engine Marketing And Display Advertising	Submission of Individual Assignment on 7 Nov (Monday)
Week 9: 7 Nov	Tutorial 7	Group Project Presentation	Group project presentation (students will be marked individually) Submission of presentation slides before assigned presentation time
Week 10: 14 Nov	Lecture 9	Knowledge integration and Trends of Digital Marketing	Group Project - Written Component

8. Policies and Support

Information about UNSW Business School program learning outcomes, academic integrity, student responsibilities and student support services. For information regarding special consideration, supplementary exams and viewing final exam scripts, please go to the key policies and support page.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs. For PG Research PLOs, including Master of Pre-Doctoral Business Studies, please refer to the UNSW HDR Learning Outcomes

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.

UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate Capabilities	Business School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork PLO 7: Leadership development
Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork PLO 6: Global and cultural competence PLO 7: Leadership development
Professionals capable of ethical, self-directed practice and independent lifelong learning	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 5: Responsible business practice
Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork PLO 5: Responsible business practice PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility. The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Services team.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.

Plagiarism

UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
Paying another person to perform an academic task and passing it off as your own
Stealing or acquiring another person’s academic work and copying it
Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz: https://student.unsw.edu.au/plagiarism-quiz

Cheating

The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at: https://student.unsw.edu.au/aim.

For UNSW policies, penalties, and information to help you avoid plagiarism see: https://student.unsw.edu.au/plagiarism as well as the guidelines in the online ELISE tutorials for all new UNSW students: http://subjectguides.library.unsw.edu.au/elise. For information on student conduct see: https://student.unsw.edu.au/conduct.

For information on how to acknowledge your sources and reference correctly, see: https://student.unsw.edu.au/referencing. If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.

Workload

It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload

Attendance and Engagement

Your regular attendance and active engagement in all scheduled classes and online learning activities is expected in this course. Failure to attend / engage in assessment tasks that are integrated into learning activities (e.g. class discussion, presentations) will be reflected in the marks for these assessable activities. The Business School may refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g. tutorials, flipped classroom sessions, seminars, labs, etc.). If you are not able to regularly attend classes, you should consult the relevant Course Authority.

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School Learning Support Tools
Business School provides support a wide range of free resources and services to help students in-class and out-of-class, as well as online. These include:

Academic Communication Essentials – A range of academic communication workshops, modules and resources to assist you in developing your academic communication skills.
Learning consultations – Meet learning consultants who have expertise in business studies, literacy, numeracy and statistics, writing, referencing, and researching at university level.
PASS classes – Study sessions facilitated by students who have previously and successfully completed the course.
Educational Resource Access Scheme – To support the inclusion and success of students from equity groups enrolled at UNSW Sydney in first year undergraduate Business programs.

The Nucleus - Business School Student Services team
The Nucleus Student Services team provides advice and direction on all aspects of enrolment and graduation. Level 2, Main Library, Kensington 02 8936 7005 / https://nucleus.unsw.edu.au/en/contact-us

Business School Equity, Diversity and Inclusion
The Business School Equity, Diversity and Inclusion Committee strives to ensure that every student is empowered to have equal access to education. The Business School provides a vibrant, safe, and equitable environment for education, research, and engagement that embraces diversity and treats all people with dignity and respect. BUSEDI@unsw.edu.au

UNSW Academic Skills
Resources and support – including workshops, individual consultations and a range of online resources – to help you develop and refine your academic skills. See their website for details.
academicskills@unsw.edu.au

Student Support Advisors
Student Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process.
John Goodsell Building, Ground Floor.
advisors@unsw.edu.au
02 9385 4734

International Student Support
The International Student Experience Unit (ISEU) is the first point of contact for international students. ISEU staff are always here to help with personalised advice and information about all aspects of university life and life in Australia.
Advisors can support you with your student visa, health and wellbeing, making friends, accommodation and academic performance.
International.student@unsw.edu.au
02 9385 4734

Equitable Learning Services
Equitable Learning Services (formerly Disability Support Services) is a free and confidential service that provides practical support to ensure that your health condition doesn't adversely affect your studies. Register with the service to receive educational adjustments.
Ground Floor, John Goodsell Building.
els@unsw.edu.au
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
counselling@unsw.edu.au
02 9385 5418

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9065 9444

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
externalteltsupport@unsw.edu.au
02 9385 3331

UNSW IT
UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333

Support for Studying Online

The Business School and UNSW provide a wide range of tools, support and advice to help students achieve their online learning goals.

The UNSW Guide to Online Study page provides guidance for students on how to make the most of online study.

We recognise that completing quizzes and exams online can be challenging for a number of reasons, including the possibility of technical glitches or lack of reliable internet. We recommend you review the Online Exam Preparation Checklist of things to prepare when sitting an online exam.

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Accreditation

MARK3085 Digital Marketing and Web Analytics - 2022

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1. Course Details

Summary of Course

Teaching Times and Locations

Course Policies & Support

Course Aims and Relationship to Other Courses

Student Learning Outcomes

2. Staff Contact Details

3. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

Learning Activities and Teaching Strategies

4. Assessment

Formal Requirements

Assessment Structure

Assessment Summary

Assignment Submission Procedure

Assessment Feedback

Special Consideration

Protocol for Viewing Final Exam Scripts

Quality Assurance

5. Course Resources

6. Course Evaluation & Development

7. Course Schedule

8. Policies and Support

UNSW Graduate Capabilities

Plagiarism

Cheating

Workload

Attendance and Engagement

General Conduct and Behaviour

Health and Safety

Keeping Informed

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