This course introduces students to the process of developing and managing effective digital marketing communications. Central to the course is the idea of integrated marketing communications (IMC) as guiding philosophy for Digital Marketing Communications (DMC). Specific topics include online marketing campaigns, integrated marketing communication frameworks, integration of marketing goals into the management & design of online customer engagement and understanding how e-marketing can drive organisational responses in uncertain market conditions.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Define the core elements of Integrated Marketing Communications as a marketer’s mindset
- Describe the digital marketing communication processes
- Critically appraise the integration of DMC into broader marketing strategies
- Assess online marketing campaign case studies
- Critically evaluate opportunities and challenges faced by internet mediated business practices in uncertain market conditions
- Engage online platforms, tools and software to achieve marketing outcomes
- Create elements of digital marketing communications campaigns such as online, digital and social media content
Other Information
The Semester 2 2020 offering of this course will include special content related to COVID-19 and uncertain market conditions.
Indicative Assessment
- Typical assessment may include, but is not restricted to: exams, assignments, quizzes, presentations and other assessment as appropriate. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6,7]
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assignment work.
Inherent Requirements
Not applicable
Requisite and Incompatibility
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Assumed Knowledge
Knowledge of marketing and basic research methodsSpecialisations
Fees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee |
|---|---|
| 2021 | $3360 |
- International fee paying students
| Year | Fee |
|---|---|
| 2021 | $5580 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
Second Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 7279 | 26 Jul 2021 | 02 Aug 2021 | 14 Sep 2021 | 29 Oct 2021 | In Person | View |