Digital Marketing

Unit code: BHO3004 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
India Online
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
BHO1000 - Marketing Theory and Practice
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

Immerse yourself in the dynamic world of digital marketing at Victoria University.



You will learn about digital marketing and how it integrates with marketing activities executed in the digital space.



You will learn about:

  • digital marketing strategy
  • consumer behaviour in the digital contexts
  • Search Engine Optimisation
  • Search Engine Marketing approaches
  • online advertising
  • social media, influencer and mobile marketing, and explore a range of social media tools including Social Monitoring and Social Listening.

You will review technologies that marketers leverage to conduct and improve their marketing activities including marketing analytics, marketing automation, artificial intelligence, virtual reality and cloud technology, and explore how to measure the efficiency and effectiveness of digital marketing.
You will develop the practical skills and knowledge to real-world business situations through the extensive use of case studies and the development of the digital marketing plan.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Conceptualise the forces underlying current trends in the dynamic world of digital marketing;
  2. Analyse digital marketing practices through the lens of digital marketing principles;
  3. Articulate an advanced knowledge of digital marketing concepts using critical thinking to identify and provide innovative solutions to marketing communications; and,
  4. Critically evaluate digital marketing communication strategies and develop the digital marketing plan.

Assessment

For Melbourne campuses

Assessment type: Case Study
|
Grade: 20%
Case study – observation and initial analysis (Individual)
Assessment type: Report
|
Grade: 35%
Progressive digital marketing plan (Group): Two drafts (5% each) and the digital Marketing Plan (25%)
Assessment type: Presentation
|
Grade: 15%
Presentation of Digital Marketing Plan (Group)
Assessment type: Timed Assessment Task
|
Grade: 30%
Final assignment - applying and evidencing knowledge acquired in the unit and responding to scenarios related to case introduced in Assignment 1

Other locations

For students studying at Central University of Finance and Economics, Henan University, Liaoning University
Assessment type: Case Study
|
Grade: 20%
Case study – observation and initial analysis (Individual)
Assessment type: Report
|
Grade: 35%
Progressive digital marketing plan (Group): Two drafts (5% each) and the digital Marketing Plan (25%)
Assessment type: Presentation
|
Grade: 15%
Presentation of Digital Marketing Plan (Group)
Assessment type: Examination
|
Grade: 30%
Final exam - applying and evidencing knowledge acquired in the unit and responding to scenarios related to case introduced in Assignment 1

Required reading

Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbooks.

Digital Marketing: Strategic Planning & Integration
Hanlon, A (2022)| UK: SAGE Publications Limited
E-marketing
Frost, R.D., Fox, A., Daugherty, T (2019)| New York; London: Routledge, Taylor & Francis Group

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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