MARK5814 Digital Marketing - 2021

MARK5814

Postgraduate

Term 1

6 Units of Credit

On Campus and Online

Marketing

Browse archives for this course

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

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

The course aims:

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.
to ensure that as marketing managers, students are adept at integrating effective and efficient digital strategies into traditional marketing planning.
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.

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 coursework students in the Business School. More information on 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”.

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:
Identify and apply digital marketing knowledge to business situations in local and global environment.	PLO 1: Business knowledge PLO 2: Problem solving PLO 5: Responsible business practice PLO 6: Global and cultural competence	Case Study Individual Presentation Online Quiz Group Project Individual Assignment
Identify and research digital marketing issues in business situations, analyse the issues, draw appropriate and well-justified solutions, and develop and evaluate an effective digital marketing plan.	PLO 1: Business knowledge PLO 2: Problem solving PLO 5: Responsible business practice PLO 6: Global and cultural competence	Case Study Individual Presentation Online Quiz Group Project Individual Assignment
Effectively communicate digital marketing knowledge in oral and written contexts.	PLO 2: Problem solving PLO 3: Business communication	Case Study Individual Presentation Online Quiz Group Project Individual Assignment
Critically review digital marketing decisions on the basis of social, environmental and cultural considerations.	PLO 1: Business knowledge PLO 2: Problem solving PLO 5: Responsible business practice PLO 6: Global and cultural competence	Case Study Individual Presentation Online Quiz Group Project Individual Assignment
Participate collaboratively in team-work and presentations.	PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork	Group Project

2. Staff Contact Details

Position	Title	Name	Email	Location	Phone	Consultation Times
Lecturer-in-charge	AProf	Liem Viet Ngo		Room 3023B Quad Bld - Ref E15	+61 2 9385 3605	Tuesdays 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 quizzes, 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.

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
TUTORIAL Case Study (20%) Individual Presentation (10%) Online Quiz (10%)	40%	Case Study (20%): 1000 words Individual Presentation (10%): 15 minutes (each group member presents a section from Group Project) Online Quiz (10%): multiple choice questions	Case Study (20%): submitted via Turnitin prior to Tutorial 2 (Week 3) Individual Presentation (10%): In scheduled tutorials (from Weeks 5-9) Online Quiz (10%): Opened on Moodle on Sunday 14th March 2021 and closed by midnight Sunday 21st March 2021.
Group Project	30%	20 pages (excluding references, table of content, appendices)	One group member on behalf of the group submits the Group Project Report via Turnitin before midnight 25th April 2021.
Individual Assignment	30%	3000 words (excluding references, table of content, appendices)	Submitted via Turnitin by midnight on 18th April 2021.

Assessment Task

Weighting

Length

Due Date

TUTORIAL

Case Study (20%)

Individual Presentation (10%)

Online Quiz (10%)

40%

Case Study (20%): 1000 words

Individual Presentation (10%): 15 minutes (each group member presents a section from Group Project)

Online Quiz (10%): multiple choice questions

Case Study (20%): submitted via Turnitin prior to Tutorial 2 (Week 3)

Individual Presentation (10%): In scheduled tutorials (from Weeks 5-9)

Online Quiz (10%): Opened on Moodle on Sunday 14th March 2021 and closed by midnight Sunday 21st March 2021.

Group Project

30%

20 pages (excluding references, table of content, appendices)

One group member on behalf of the group submits the Group Project Report via Turnitin before midnight 25th April 2021.

Individual Assignment

30%

3000 words (excluding references, table of content, appendices)

Submitted via Turnitin by midnight on 18th April 2021.

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.

Case Study (20%)

Length: 1000 words

Description

Case Study is available on Moodle in Week 1. Students will be expected to have read the case study and any corresponding questions and prepare typed answers as a basis for discussion prior to attending Tutorial 2 in Week 3 as per tutorial schedule on Moodle.

Students are expected to (a) upload typed responses to each case study (approximately 1,000 words) to Turnitin prior to the tutorial and (b) bring typed answers to the tutorial as during the tutorial, students may be called upon to answer questions, lead discussion and debate case related issues.

Due date

Typed responses to Case Study to be uploaded to Turnitin prior to Tutorial 2 (Week 3).

Tutors will not accept late cases/assignments (i.e. uploaded AFTER the tutorial) as case studies are discussed in tutorial, where suggested solutions are given. After the tutorial has begun, tutors don’t want to see it on your laptop computer as evidence you have done the assignment. Only responses to case studies uploaded with a date/time stamp on Turnitin PRIOR to the tutorial will be marked.

Criteria on assessment (rubrics) is available on Moodle in Week 1.

Individual Presentation (10%)

Length: 15 minutes

Description

One aspect of developing a good plan is to do good research and get feedback on improvements prior to putting the final report together. As part of the team, students will be given time to work on their group projects and will present their findings to the class/tutor for feedback. The tutor will develop the presentation schedule for each tutorial (with dates for each student’s presentation) and present it on Moodle.

Due date - Tutorials 4, 5, 6, 7, 8 (Week 5, 6, 7, 8, 9)

One member of each group will prepare and deliver an individual presentation (15 minutes) with respect to one section of the Group Project Report. Details are available on the brief available on Moodle in Week 1.

Lectures are scheduled for these weeks. You are expected to make progress on the assignment on your own. However, consultations can be arranged.

Criteria on assessment (rubrics) is available on Moodle in Week 1.

Online Quiz (10%)

Description

This is an on-line multiple choice test, consisting of ten questions. You will be fully briefed in class about the content and format of this assignment.

The rationale for Online Quiz:

• For your tutors and me to assess your comprehension and understanding of the course material;

• For you to demonstrate an ability to synthesize and integrate course material;

• To provide an opportunity for you to make links between ideas, theories, frameworks, a.

Due date

The online quiz will be available on Moodle on Sunday 14th March 2021 and closed by midnight Sunday 21st March 2021.

Group Project (30%)

Length: 20 pages (excluding references, table of content, appendices)

Description

You are required to create a Connectivity Plan (approximately 20 pages excluding references, table of content, appendices) for this Group Project. The Connectivity Plan comprises situation analysis, objectives, consumer persona, the big idea, and a connectivity plan that you need to complete. The use of theory is strongly required to support your arguments. You will be required to work in a group consisting of approximately 5 members and you are free to choose the composition of your group (to be formed in Week 2 Tutorial 1). Anyone who is absent in this tutorial would be randomly allocated to a group. You will be fully briefed in class about the content and format of the group project in Week 1.

Please refer to the relevant document on Moodle for more details on this assessment item, e.g. required format and marking criteria.

Due date

One group member on behalf of the group submits the Group Project Report via Turnitin by midnight on 25th April 2021.

Individual Assignment (30%)

Length: 3000 words

Description

You will be asked to write up a seminar paper on an individual basis for the Individual Assignment. The seminar topic will cover a comprehensive review of the topic literature as it relates to current digital marketing issues facing business. You should structure the paper as an explanation of the topic and its relevance to a particular industry/organization/brand. It should contain managerially relevant information and guidelines. You will be fully briefed in class about the content and formats of the seminar papers in Week 1.

The written seminar paper should not exceed 3000 words (single-sided, 12-point font, 1.5-spaced). Please make a copy of the papers for your records. Papers submitted without a reference list or bibliography conforming to either of these standards will not be graded.

Criteria on assessment (rubrics) is available on Moodle in Week 1.

Due date

The Individual Assignment to be submitted via Turnitin by midnight on 18th April 2021.

Assignment Submission Procedure

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 assessment performance (to apply see Special Consideration on the UNSW Current Students page). Special Consideration is primarily intended to provide you with an extra opportunity to demonstrate the level of performance of which you are capable.

Special Consideration applications will be assessed centrally by the Case Review Team within Student Lifecycle. The Case Review team will update the online application with the outcome and add any relevant comments.

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 you lodge an online application for special consideration.
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 you sit the exam/submit an assignment, you are declaring yourself well enough to do so and are unable to subsequently apply for special consideration.
If you become unwell on the day of the exam, you must provide evidence dated within 24 hours of the exam, with your application.
The current provisions will continue for exceptional circumstances, for example, if a student falls sick during an exam. Other exceptions will continue to be examined on a case by case basis by the Student Lifecycle team.
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 will incur a penalty of 10% of the percentage weight of the assessment component per day or part thereof (including weekends) after the due date, and will not be accepted after 5 days. An assignment is considered late if the requested format such as hard copy or electronic copy has not been submitted on time.

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

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: Tue 16th Feb 2021	Lecture 1	Introduction to Digital Marketing	No tutorial. Sample Case Study and Case Study (20%) are available on Moodle.
Week 2: Tue 23rd Feb 2021	Lecture 2	Digital business models and e-commerce	–
Week 2: Tue 23rd Feb 2021	Tutorial 1	Discussion on Sample Case Study Group Formation	–
Week 3: Tue 02nd Mar 2021	Lecture 3	Digital content marketing	–
Week 3: Tue 02nd Mar 2021	Tutorial 2	Case Study (20%) Discussion	Case Study (20%) Upload answers to Case Study to Turnitin before the scheduled tutorial.
Week 4: Tue 09th Mar 2021	Lecture 4	Social media: getting into consumer conversations	–
	Tutorial 3	Group Project Brief and Discussion	–
	Online Quiz	Online Quiz (10%)	Online Quiz (10%) The online quiz will be available on Moodle on Sunday 14th March and closed by midnight on Sunday 21st March.
Week 5: Tue 16th Mar 2021	Lecture 5	Inbound marketing	–
Week 5: Tue 16th Mar 2021	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 6: Tue 23rd Mar 2021	Lecture 6	Outbound marketing	–
Week 6: Tue 23rd Mar 2021	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 7: Tue 30th Mar 2021	Lecture 7	Data-driven marketing	–
Week 7: Tue 30th Mar 2021	Tutorial 6	Individual Presentation 3	Individual Presentation (10%) The third 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 8: Tue 06th Apr 2021	Lecture 8	Conversion optimization	–
Week 8: Tue 06th Apr 2021	Tutorial 7	Individual Presentation 4	Individual Presentation (10%) The fourth 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 9: Tue 13th Apr 2021	Lecture 9	Building your personal brand online	Individual Assignment (30%) Submitted via Turnitin before midnight 18th April 2021.
Week 9: Tue 13th Apr 2021	Tutorial 8	Individual Presentation 5	Individual Presentation (10%) The fifth 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 10: Tue 20th Apr 2021	Lecture 10	Digital transformation	Group Project Report (30%) Submitted via Turnitin by midnight on 25th April 2021.

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.

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 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

Save as PDF

Select the sections you wish to include in the Course Outline PDF.

Save as PDF

Previous Next

Browse archives for this course

Accreditation

MARK5814 Digital Marketing - 2021

Browse archives for this course

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

RELATED DOCUMENTS

UNSW Graduate Capabilities

Plagiarism

Cheating

Workload

Attendance

General Conduct and Behaviour

Health and Safety

Keeping Informed

Save as PDF

Browse archives for this course