MMK737 - Digital and Social Media Marketing
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Study commitment | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Scheduled learning activities - campus | 1 x 3 hour on-campus (livestreamed) seminar (recordings provided) each week. |
| Scheduled learning activities - online | 1 x 3 hour recorded seminar each week. |
Content
This unit offers an examination of digital marketing as the major focus of change for the marketing discipline. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media. The unit considers the implications of digital technologies for segmentation, targeting, positioning, price, place, product and promotion. Special emphasis is put on the integration of digital marketing tools and media in terms of utilising each according to its respective strengths and weaknesses in achieving attitudinal, behavioural and financial outcomes.
Hurdle requirement
Hurdle Requirement: Achieve at least 50% of the marks available on the end-of-unit assessment task to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Unit Fee Information
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