MARK5814 Digital Marketing - 2020

MARK5814
Postgraduate
Term 2
6 Units of Credit
Online
Marketing
This course outline is for the current semester. To view outlines from other years and/or semesters, visit the archives

1. Course Details

Summary of Course

​Digital marketing – MARK5814 explores digital marketing as a subset of a larger set of concepts and theories within the marketing discipline. Marketers make considerable use of interactive digital technologies: the Internet, interactive TV, SMS communications, electronic kiosks, etc. They do so to achieve a variety of goals: market intelligence provision, developing new business models, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to develop innovative new products and services. These activities present management with exciting opportunities, reveal new sources of competition, and also demand a re-evaluation of core competencies. Topics in MARK5814 include digital business models and digital marketing plan, web analytics, online consumer behaviours, driving web traffic and performance metrics, conversion optimization, building personal brand online, using analytics and data in digital marketing. A study of MARK5814 complements the wider array of subjects taught in the MCom marketing specialisation, and the MCom in general.

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

Course Aims and Relationship to Other Courses

​The course aims:

  1. to prepare students for future roles in digital marketing and as such to familiarise students with the key marketing issues in the developing field of electronic marketing studies and practice.
  2. to ensure that as marketing managers, students are adept at integrating effective and efficient digital strategies into traditional marketing planning.
  3. to improve students’ ability to understand, analyse, and apply current research and trends in digital marketing.

The course links concepts you have learnt in other marketing courses and complements the wider array of subjects taught in the Master of Commerce (with marketing specialisation) and the MCom in general. MARK5814 requires MARK5700 or MARK5800 or MARK5801 or MARK5813 as prerequisite or corequisite.

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeAProfLiem Viet NgoRoom 3023B Quad Bld - Ref E15+61 2 9385 3605Tuesdays from 4pm to 5pm

​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

Approach to Learning and Teaching in the Course

​This course is designed to challenge students, to encourage individual thought and to take responsibility for your learning. As such the subject will be taught in an application oriented fashion. The various concepts and principles will be taught through lectures, guest lectures, presentations and discussion of  industry and product examples. The emphasis is on experience based learning; it will draw upon the experience of students, teaching staff, and industry practitioners to provide practical examples of the models and concepts in the area of digital marketing. Lectures, assignments and discussions will be used to reinforce concepts in various contexts.

Learning Activities and Teaching Strategies

​This is a classroom-based course and, as such, the approach will be fairly instructive. However, I will try to vary the pace by having a mix of formal lectures, tutorials, online discussion forums, and guest lectures. The course is designed around a mix of activities to build participant interest and learning. The four hour lecture period each week is divided into:

  • A formal lecture which will introduce the relevant concepts and theory of digital marketing as well as examining the fundamentals of marketing using technologies such as the Internet, either exclusively, or as part of a broader marketing approach.
  • This will be interspersed with group discussions in tutorials based around student case study and individual presentations exploring specific electronic marketing issues and discussing their significance in a broader social context. The presentation will be followed by discussion where the presenters will be expected to lead a thorough class discussion of the issues.
  • Guest lecturers with practical experience in digital marketing will be scheduled where possible.

The success of the subject is largely dependent on the involvement and contribution of students with respect to the questions and issues raised by themes covered in this subject.

5. Course Resources

​Recommended Textbooks

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.

Recommended Readings

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

Supplementary Readings

Chaffey, D., and Ellis-Chadwick, F., 2019. Digital marketing: strategy, implementation and practice (7th ed.),

Pearson Education, Harlow, Essex.

Hemann, D., and Burbary, K. 2018. Digital marketing analytics: making sense of consumer data in a digital

world, (2nd ed.), Pearson Higher Ed USA

Hanson, W. A. and Kalyanam, K., 2007. Internet marketing & e-commerce. Thomson South-Western,

Mason, Ohio.

Krishnamurthy, S., 2006, Contemporary research in e-marketing. Volume 2,Hershey, PA :Idea Group Pub.,

[electronic resource via Library]

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 courses offered in the School and continual improvements are made based on this feedback. Based on the feedback from last year, some changes were made including Lecture Slides, Cases Studies, Online Discussion Forum, and Group Project. UNSW's ‘My Experience’ online student evaluation process is one of the ways in which student evaluative feedback is gathered. By all means give me comments during the course as well.

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: Mon 01 Jun 2020Lecture 1

Introduction to Digital Marketing

 

No tutorial.

Case Study is available on Moodle.

Week 2: Mon 08th Jun 2020PUBLIC HOLIDAY

NO LECTURE & TUTORIAL

Week 3: Mon 15th Jun 2020Lecture 2

Digital business models and e-commerce

Tutorial 1

Discussion on Sample Case Study

Group formation

Week 4: Mon 22nd Jun 2020Lecture 3

Digital content marketing

 

Tutorial 2

Case Study Discussion

Case Study (20%)

Upload answers to Case Study to Turnitin before the tutorial.

Week 5: Mon 29th Jun 2020Lecture 4

Social media: getting into consumer conversations

Tutorial 3

Group Project Brief and Discussion

Discussion Forum

Online discussion forum

Discussion Forum (10%)

The online forum will be available on Moodle on Sunday 05th July and closed before midnight Sunday 12nd July.

Week 6: Mon 06th July 2020Lecture 5

Inbound marketing

 

Tutorial 4

Individual Presentation 1

Individual Presentation (10%)

The first member of each group delivers an individual presentation (15 minutes) with respect to The Objectives, Consumer Persona, and Big Idea of the Group Project Report (see Individual Presentation Brief for details)

Week 7: Mon 13th July 2020Lecture 6

Outbound marketing

 

Tutorial 5

Individual Presentation 2

Individual Presentation (10%)

The second member of each group delivers an individual presentation (15 minutes) with respect to the SEE Phase of the Group Project Report (see Individual Presentation Brief for details)

Week 8: Mon 20th July 2020Lecture 7

Conversion optimization

Tutorial 6

Individual Presentation 3

Individual Presentation (10%)

The second member of each group delivers an individual presentation (15 minutes) with respect to the THINK Phase of the Group Project Report (see Individual Presentation Brief for details)

Week 9: Mon 27th July 2020Lecture 8

Digital transformation

Tutorial 7

Individual Presentation 4

Individual Presentation (10%)

The second member of each group delivers an individual presentation (15 minutes) with respect to the DO Phase of the Group Project Report (see Individual Presentation Brief for details)

Week 10: Mon 03rd Aug 2020Lecture 9

Building your personal brand online

Individual Assignment (30%)

Submitted via Turnitin before midnight 09 August 2020

Tutorial 8

Individual Presentation 5

Individual Presentation (10%)

The second member of each group delivers an individual presentation (15 minutes) with respect to the CARE Phase of the Group Project Report (see Individual Presentation Brief for details)

Week 11: Mon 10th Aug 2020Lecture 10

Data-driven marketing

Group Project Report (30%)

Submitted via Turnitin before midnight 16 August 2020.

8. Policies and Support

Information about UNSW Business School protocols, University policies, student responsibilities and education quality and support.

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.  Separate PLOs for honours and postgraduate research programs are included under 'Related Documents'.

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.

RELATED DOCUMENTS

 

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 CapabilitiesBusiness 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 Centre.




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

Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to 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.).

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 EQS Consultation Program
The Consultation Program offers academic writing, literacy and numeracy consultations, study skills, exam preparation for Business students. Services include workshops, online resources, individual and group consultations. 
Level 1, Room 1035, Quadrangle Building.
BUS.EQS.Consultations@unsw.edu.au
02 9385 4508

Communication Resources
The Business School Communication and Academic Support programs provide online modules, communication workshops and additional online resources to assist you in developing your academic writing.

Business School Student Centre
The Business School Student Centre provides advice and direction on all aspects of admission, enrolment and graduation.
Level 1, Room 1028 in the Quadrangle Building
02 9385 3189

UNSW Learning & Careers Hub
The UNSW Learning & Careers Hub provides academic skills and careers support services—including workshops, individual consultations and a range of online resources—for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
learningcentre@unsw.edu.au
02 9385 2060

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 9385 2650

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



Search Degrees

Find a degree or course



MARK5814