Year
2021
Units
4.5
Contact
1 x 1-hour lecture weekly
1 x 2-hour tutorial weekly
Prerequisites
36 units of any topics at any level
Enrolment not permitted
BUSN3006 has been successfully completed
Topic description

This topic covers a whole spectrum of concepts in digital marketing and analytics, including technology infrastructure, digital business, digital marketing and customer relationship management, website evaluation, search marketing (SEO and SEM), Digital data analytics and digital marketing strategy.

Educational aims

This topic aims to provide students understanding and application of digital business concepts associated with Digital Marketing and Data Analysis. It is aimed at raising student awareness of the ways digital marketing can impact on existing businesses, how digital marketing can create new opportunities and assist organisations in achieving their marketing and business goals. Students will be introduced to the various concepts around digital marketing and how to apply them effectively.

Expected learning outcomes
On completion of this topic you will be expected to be able to:

  1. Develop understanding of digital channels and digital marketing platforms
  2. Evaluate the effectiveness of websites
  3. Discuss how traditional marketing approaches may be integrated with digital marketing and digital customer relationship management
  4. Apply a strategic approach to the adoption of digital marketing by existing businesses
  5. Assess techniques, tools, metrics and emerging analytical technologies

Key dates and timetable

(1), (2)

Each class is numbered in brackets.
Where more than one class is offered, students normally attend only one.

Classes are held weekly unless otherwise indicated.

FULL

If you are enrolled for this topic, but all classes for one of the activities (eg tutorials) are full,
contact your College Office for assistance. Full classes frequently occur near the start of semester.

Students may still enrol in topics with full classes as more places will be made available as needed.

If this padlock appears next to an activity name (eg Lecture), then class registration is closed for this activity.

Class registration normally closes at the end of week 2 of each semester.

Classes in a stream are grouped so that the same students attend all classes in that stream.
Registration in the stream will result in registration in all classes.
  Unless otherwise advised, classes are not held during semester breaks or on public holidays.