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The current and official versions of the course specifications are available on the web at https://www.usq.edu.au/course/specification/current.
Please consult the web for updates that may occur during the year.

MKT2013 Digital Marketing and Branding

Semester 1, 2021 On-campus Springfield
Short Description: Digital Marketing & Branding
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
ASCED code : 080505 - Marketing
Grading basis : Graded

Staffing

Examiner: Anne-Marie Sassenberg

Rationale

Advances in digital technologies have not had a big impact on the basic principles of marketing and branding. Marketers are still interested in understanding the behaviour of their consumers, learning about their ideal markets, demonstrating the value of their products or services, generating leads and building relationships. However, the digital technologies have had an enormous impact on the application of those marketing and branding principles. It is that impact that this course will explore.

Synopsis

This course will begin by reviewing marketing and branding principles before looking at the impact of digital technology on the application of marketing and branding strategies. The course will focus on exploring how businesses are using digital technologies to understand consumer behaviour, find ideal markets, demonstrate value, generate leads and build relationships. Finally the course will explore how marketers can review and measure the impact of their activity through digital analytics.

Objectives

On successful completion of this course students should be able to demonstrate:

  1. an understanding of how digital technology have impacted the application of marketing and branding principles;
  2. the ability to communicate clearly and concisely in presenting relevant knowledge, ideas, and judgments to a target audience;
  3. the ability to work collaboratively and to develop informative and relevant digital artefacts;
  4. initiative, critical thinking, and creativity and digital literacy applied to relevant marketing and branding principles and tactics;
  5. the ability to synthesis digital marketing and branding knowledge, concepts, theories and principles within this context to make considered judgments.

Topics

Description Weighting(%)
1. The digital marketing landscape 10.00
2. Branding in the digital age 20.00
3. Digital marketing tools 25.00
4. Digital marketing and branding plans, strategies and tactics 25.00
5. Digital marketing and branding analytics 20.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2021&sem=01&subject1=MKT2013)

Please contact us for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Chaffey, D, & Smith, P 2013, Emarketing Excellence : Planning and Optimizing your Digital Marketing, Taylor & Francis Group, London.
Champion, J 2018, Inbound Content, John Wiley & Sons, Incorporated, Newark.
Kotler, P, Kartajaya, H, & Setiawan, I 2017, Moving from Traditional to Digital, John Wiley & Sons, Hoboken, New Jersey.

Student workload expectations

Activity Hours
Directed Study 39.00
Independent Study 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 25 25 Mar 2021
ASSIGNMENT 2 100 35 13 May 2021
ASSIGNMENT 3 100 40 19 Jun 2021 (see note 1)

Notes
  1. Students will be provided further instruction regarding the assignment by their examiner via StudyDesk.

Important assessment information

  1. Attendance requirements:
    Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    Due to COVID-19 the requirements for S1 2021 are: To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

    Requirements after S1, 2021:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure http://policy.usq.edu.au/documents.php?id=14749PL (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    Due to COVID-19 the requirements for S1 2021 are: To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

    Requirements after S1, 2021:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    Due to COVID-19 the requirements for S1 2021 are: There is no examination in this course.

    Requirements after S1, 2021:
    This is a closed examination. Candidates are allowed to bring only writing and drawing instruments into the examination.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.

Assessment notes

  1. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at http://www.usq.edu.au/library/referencing.

Date printed 18 June 2021