This course delivers students into the world of online marketing through strategic digital marketing. It focuses on the conduct of business operations in virtual environments, across ecommerce, marketing, and digitial value delivery. Topics include strategic decision making to set marketing goals, apply emarketing techniques for online engagement to enhance digital transactions in the consumer to consumer experiences. 

The course will also explore new technology adoption, shifting consumer attitudes to online experiences, and how to strategically evaluate technologies for workplace, business and personal consumption through a marketing lens in profit and not-for-profit scenarios.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify micro and macro-level marketing factors that impact digital marketing strategies;
2. Describe the influential marketing decision-making processes for the adoption of online technologies for consumers and organisations;
3. Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers;
4. Recommend appropriate online tools for achieving strategic digital marketing goals in personal and professional marketing practice;
5. Critically evaluate strategic opportunities faced by internet-mediated business practices; and
6. Engage authentic learning of digital marketing practice through online praxis.

Research-Led Teaching

eMarketing is informed by research led education, based on evidence based principles, observations of contemporary practice, and publications from peer review outlets. To facilitate this, eMarketing will use virtual seminars as an authentic form of experiential learning, in addition to self service video, online readings, and other digital assets for the maximum capacity to be on the internet as we talk about the internet for greater life-integrated learning opportunities.

Experiential, observation learning of the digital platform through lived experience is a key value area of contemporary research informed eMarketing. For those requiring in person experience of sitting in a room talking about the internet rather than being on the internet, some in room tutorial opportunities will be made available.

Field Trips

As a disciplinary area, eMarketing is conducted online. The world of e-commerce relies on the e-, which in turn enables us to reach audiences that are otherwise beyond our physical social circles of in-room and post code access. Consider the internet to be both the country of origin, point of interest and authentic field trip opportunity as links to sites, spaces and online places are shared for real time, real world engagement on the internet.

No physical field trips will be required, unless you happen to find that to be useful for content creation for your live e-marketing project. Some in room discussions will be scheduled.

Additional Course Costs

Students may choose to register accounts at sites for the purposes of their research into the value and use of those sites. No additional charges are anticipated, and no paid subscriptions are required for the sites reviewed in the course of the semester. The cast and crew of MKTG7030 cannot be held responsible for your eBay or Etsy purchase sprees.

Examination Material or equipment

There are no examinations in this course. Nobody sits in a room with a piece of paper to write down their thoughts about e-marketing.

Required Resources

Strategic Digital Marketing is an online by design experience. Students need access to a computer in order to participate in the subject. Whilst a disproportionate amount of internetery happens on mobile devices, the management side of production, and the marketing side of content development is still more desktop driven - hence a laptop, desktop or tablet will be needed to perform at the optimum level within the course experience. Students may attempt to the subject through smart phone only access, however, this is a different experience to desktop and laptop computer access, and the outcomes and experience may differ. Students using smartphone only access should be aware this will impact the learning experience, as you will not be engaging the same variants of the internet as the desktop users.

Recommended Resources

Whether you are on campus or studying online, there are a variety of online platforms you will use to participate in your study program. These could include videos for lectures and other instruction, two-way video conferencing for interactive learning, email and other messaging tools for communication, interactive web apps for formative and collaborative activities, print and/or photo/scan for handwritten work and drawings, and home-based assessment.

ANU outlines recommended student system requirements to ensure you are able to participate fully in your learning. Other information is also available about the various Learning Platforms you may use.

Staff Feedback

Students will be given feedback in the following forms in this course:

• written comments
• verbal comments
• Turnitin Quickmarks
• general feedback to whole class
• being graced with the presence of an ANU duck
• video feedback to groups & individuals
• Microsoft teams meetings
• Zoom consultations group
• A reassuring sense of purpose when logging into the weekly forum engagements as part of the ACE Task,
• PowerPoint feedback loops based on class generated feedback and questions
• Access to the Akashic records.

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Other Information

The use of AI such as ChatGPT to generate an essay or report is not allowed as it is a waste of your time, your degree, and the money you're spending to drown yourself in debt for a degree. Students are required to demonstrate their development of critical, analytical and synthesis skills in written, visual and verbal works, and there's no outsourcing to text generator app permitted.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	eMarketing: Delivering Digital Value Offers	Assessment 1 Opens Monday 11.59pm
2	Self Service Internship (SSI) Planning: Project Design and Goal Setting
3	SSI Strategy to Metrics, Implmentation and Value Offers
4	SSI Project Delivery: Implementation Canberra Day	Assessment 2 Due Monday 11.59pmSelf Service Internship Operational Period
5	SSI Implementation (SSII): Target Market Consumption Patterns	Self Service Internship Operational Period
6	SSII: Community Engagement	Self Service Internship Operational Period
7	SSII: Project Benchmark, and Value offer check; Good Friday	Self Service Internship Operational Period
8	Easter Monday, ANZAC Day; Self Service Learning - Marketing Mix in Application Check in	Self Service Internship Operational Period
9	SSII: Consumer Centric eMarketing	Self Service Internship Operational Period
10	SSII: Platform Performance	Self Service Internship Operational Period
11	SSII: Metrics to Strategy	Self Service Internship Operational Period
12	SSI Project Review Workshop	Self Service Internship Operational PeriodAssessment 1 Closes Friday 11.59pmAssessment 3 Due Monday 11.59pm, Exam Week 2

Tutorial Registration

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.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Active Course Engagement (ACE)	30 %	23/05/2025	06/06/2025	3,4,6
Self Service Internship Project Plan	30 %	10/03/2025	24/03/2025	1,2,4
Self Service Internship Final Report	40 %	02/06/2025	26/06/2025	2,3,5

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines , which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Extenuating Circumstances Application
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

Assessment Requirements

The ANU is using 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. For additional information regarding Turnitin please visit the Academic Skills website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

There is a 30% assessment task based on Active Course Engagement (ACE), and you are invited to make use of the multiple available channels to engage - either in the Live Learning events such as the Zoom seminars, or the text based dynamics of the Wattle Forum, or our asynchronous end of week Padlet review forum, boots on the ground in the classroom, or in other ways in which your contribution to our subject community can be recognized by your peers and assessors.

The ACE Tasks is your opportunity to implement "Learning Outcome 06: Engage authentic learning of digital marketing practice through online praxis." by using the internet to document your experience, engage in discussions, and practice the online techniques of community engagement necessary for success as a digital marketing practitioner.

The ACE Task is an opportunity to develop your engagement and participation preference as part of the life integrated learning experience

Examination(s)

There are no examinations in this course. Whoever heard of making e-marketers sit in a room and write about the internet on paper?

Assessment Task 1

Active Course Engagement (ACE)

Worth: 30%

Type: Individual

Words: Forum posts (written), In-room/On-Zoom sessions (recorded), Padlet sessions (written), and other engagement activities (with appropriate records for review purposes) as available.

Submission: Participate and Engage. Show up, interact, and be involved in the course.

Due: Weekly, culminating at 11:59 pm, Friday night, Week 12.

Feedback: mid-point self-reflection and throughout 12 weeks (written or oral in-class)

Overview: The internet is not a fire and forget solution. Social media presence requires persistence, showing up, and putting the yards in day in, week out. Whilst not a 24-7 coverage commitment, the Strategic Digital Marketing subject is an experiential journey, and skills development takes skill practice. You are going to be rewarded for engagement, participation, telepresence and the demonstrable application of your digital ‘soft skills’ set.

This will be assessed as an aggregated, holistic score out of 30, with your engagement across multiple opportunities through the 12 weeks of semester content. As multiple channels of activity exist, find your strengths and work to them.

An "Opportunities accessed" appraisal may be used to facilitate feedback as to your progress in the ACE Task. Please note, it is not enough to show up, sit in silence and expect the score for merely existing, nor is it a quest to just post a minimum 2 forum posts and head off again. This is a self development task where you need to be a consistent part of the subject experiences to show improvement over time, and to create the mutually beneficial course experience with your classmates across the semester.

Get among it, reap the reward.

Further explanation will be available on the Wattle site during the semester.

Learning Outcomes:

LO 03: Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers;

LO 04: Recommend appropriate online tools for achieving strategic digital marketing goals in personal and professional marketing practice;

LO 06: Engage authentic learning of digital marketing practice through online praxis

AI USE: Using an AI on personal development tasks such as the ACE opportunity is akin to riding a motorized scooter on a treadmill as a fitness program. Any use of AI such as ChatGPT to generate content not allowed as it is akin to plagiarism as Generative AI uses non licenced copyrighted content. To avoid your legal liability, we enable you as our student to use the safer choice of human thought as a means to demonstrate achievement of critical, analytical and synthesis skills in your works.

Assessment Task 2

Self Service Internship Project Plan

Worth: 30%

Type: Individual

Words: 1000 words - work beyond the word limit will neither be read nor marked

Submission: via Turnitin

Due: 11:59pm Monday, Week 4

Return: Within two weeks of submission

The internet is a big place with a range of opportunities, options and potential outcomes, and you are tasked with creating a Self Service Internship project for the semester. This assessment task is the forward facing document that will pitch your project, goals and deadlines that will enable you to explore opportunities to combine both personal experience and access to marketing theory into a self service internship project. You will use an online service product for the length of the semester, and you will run your own project on that platform. The online service product can be a social media service, a website, an online platform, an application, technology, or something else that is applied for the purposes of e-marketing or e-consumption. 

Your assignment will outline what you will be using, a short explanation of what it is, what it does, and why that's useful to your project, and then how you intend to create a live project for the semester, inclusive of goals, outcomes and tasks required to achieve those goals.

A detailed guide will be available on the Wattle site from Week 1.

Learning Outcomes:

LO1 Identify micro and macro-level marketing factors that impact digital marketing strategies;

LO2 Describe the influential marketing decision-making processes for the adoption of online technologies for consumers and organisations;

LO4 Recommend appropriate online tools for achieving strategic digital marketing goals in personal and professional marketing practice;

AI USE: the use of generative AI such as ChatGPT to generate your plan will only result in you being answerable to the whims of poorly designed autocorrect function. Since this is a semester length, real world project, for your gain and learning, you may as well set your own outcomes and pursue work of interest to yourself - unless you deeply believe you're hotswappable with a ill formated spreadsheet, in which case, you probably should do the assignment without AI support to build your self confidence and personal sense of self worth.

Assessment Task 3

Self Service Internship Final Report

Worth: 40%

Type: Individual

Words: 2000 words - work beyond the word limit will neither be read nor marked

Submission: via Turnitin

Due: 11.59pm Monday Exam Week 2

Return: With release of final results

Overview:

This is Part 2 of the 2 Part story. It’s the Consequences of the SSI Proposal documented as a final report. Like any sequel, it needs to be bigger, better, more expensive graphics, and a call back to the first episode. It has a heavier weighting, because you’ve been also playing it out as an Augmented Reality Game since you submitted the Analysis paper. For this paper, you’re going to document the outcome of your semester length project, comparing your plan from the SSI Proposal to the outcomes you achieved in order to explain success, variance, and the effectiveness of your e-marketing activity over the semester.

You’ll be examined on three sections: The Project Recap - discussion of the metrics versus the project goals (aka Plans versus Performance), your explanation of the reasons for variance or alignment with those goals (what happened and why), and your Personal Project Experience of applying marketing in real world context for the semester.

A detailed guide available will be on the Wattle site during the semester.

Learning Outcomes:

LO2 Describe the influential marketing decision-making processes for the adoption of online technologies for consumers and organisations;

LO 03: Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers;

LO5 Critically evaluate strategic opportunities faced by internet-mediated business practices.

AI USE: the use of AI such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works. There's no functional way an AI could random word salad up a reflection on your personal activity in running your personalised, for your benefit Self Service Internship. You'd be wasting your time, effort and everyone's electricity trying to get a markov chain to replicate your personal experience.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

No hard copy submission is required. It's an emarketing course, we're all digital, all the time. Apart from when we have to stand in a room.

Late Submission

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission permitted. Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.

Referencing Requirements

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material. Any use of artificial intelligence must be properly referenced. Failure to properly cite use of Generative AI will be considered a breach of academic integrity.

Returning Assignments

Via Wattle.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Assessment Task 2 can be resubmitted to address reviewer feedback on project plans, and project outcomes to ensure the semester length project is viable as an ongoing substantive learning experience.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Accessibility for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents all ANU students