Digital and Social Media Marketing

Griffith University

Course Description

  • Course Name

    Digital and Social Media Marketing

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study

    Marketing, Social Media

  • Language Level

    Taught In English

  • Prerequisites

    Prerequisite: 1003MKT/1083MKT (Introduction to Marketing)

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

    10
  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    In just two decades, digital media and the online environment have fundamentally altered the operations of businesses around the globe. This course gives you a working knowledge of digital and social media marketing from a strategic perspective, and suggests some potential best practices in acquiring, communicating with and retaining customers on the internet. The course examines digital technologies and their impact on, and implications for, marketing strategy, consumer behaviour, market segmentation, advertising and media planning. This course has a prerequisite requirement which means you must successfully complete the listed course or requirement/s before enrolling in this course. If you have enrolled in the course without meeting this requirement you must withdraw immediately or contact the program director if you believe you have extenuating circumstances. It is our experience that students who have not completed the prerequisite course struggle to complete the course and often fail as a result. It is also your responsibility to have any transfer credit appearing on your academic transcript before enrolling.
    Course Introduction
    Welcome to Digital and Social Media Marketing. This course will focus on Internet Marketing strategy to enhance the contemporary digital environment and its relationship with 'bricks and mortar' businesses, especially in a retail context. We will analyse and evaluate examples from many different industry sectors. The course represents an important component of marketing strategy. Hence, there will be discussions throughout the semester as to how this course relates to overall decisions made in a traditional business context. I hope that you will enjoy this course and find the theory useful in the pursuit of your chosen career.
    The digial and social media marketing strategies (not technical knowledge in creating websites or applications) will be the main focus for this course.
    Course Aims
    This course aims to develop critical, analytical and practical skills to accompany the range of concepts and tools used in marketing management as they apply to Internet Marketing. By the end of this course students will:
    Be able to determine the strategic implications of an organisation's decision to offer their products or services electronically
    Have an understanding of consumer behaviour in a digital environment
    Be able to prepare and pitch a digital campaign
    Be aware of key eMarketing trends and critical issues
    Be able to apply and integrate eMarketing theory and practice
    Build knowledge through a team action learning approach
    Develop skills and competencies needed by marketing professionals
    The course seeks to develop students' knowledge and understanding of marketing concepts and theories and demonstrates how to apply them specifically to the planning and utilisation of electronic tools to enhance the marketing of products, services and organisations.
    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Demonstrate a strategic understanding of digital marketing.
    2 Demonstrate knowledge and application of eMarketing theory
    3 Apply critical thinking, analysis, research, written and verbal communication skills.
    4 Understand the importance of using a team action learning approach to build knowledge.

    Assessment Task

    Weighting/Marked out of

    Exam - selected response
    Mid-semester exam

    20%/100

    Assignment - Written Assignment
    Digital Marketing Campaign

    25%/100

    Presentation - technical or professional
    Digital Marketing Campaign

    10%/100

    Exam - constructed response
    End of Semester Exam

    45%/100

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.