MKTG6015: Semester 2, 2021

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Units MKTG6015 Semester 2 2021 [Normal day]

Unit of study_

MKTG6015: Digital and Social Media Marketing

Overview

This unit introduces students to emerging interactive technologies, most notably social media tools, and discusses ways in which these technologies can be exploited by businesses to more effectively serve markets. The unit examines how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organisation's strategic marketing efforts. This unit starts from the premise that savvy consumers are increasingly participating in brands rather than merely receiving their messages, and explores how marketers can stoke conversations, co-create experiences and stories, and build engaging relationships with consumers.

Details

Academic unit	Marketing
Unit code	MKTG6015
Unit name	Digital and Social Media Marketing
Session, year ?	Semester 2, 2021
Attendance mode	Normal day
Location	Camperdown/Darlington, Sydney
Credit points	6

Enrolment rules

Prohibitions ?	None
Prerequisites ?	MKTG5001
Corequisites ?	None
Available to study abroad and exchange students	Yes

Teaching staff and contact details

Coordinator	Vasiliki Andonopoulos, vasiliki.andonopoulos@sydney.edu.au
Administrative staff	Vasiliki Andonopoulos

Type	Description	Weight	Due	Length
Final exam (Take-home short release)	Final exam Written exam	30%	Formal exam period	3 hours (including reading time)
Outcomes assessed:
Participation	Engagement with Unit In tutorial participation and ongoing knowledge application	30%	Multiple weeks	Throughout semester
Outcomes assessed:
Assignment	Assignment Report	40%	Week 11	5000 words
Outcomes assessed:
= hurdle task ? = group assignment ? = Type D final exam ?

Engagement with Unit: Students are required to participate in a number of tasks staged throughout the semester.
Assignment: The group project involves the development of a digital marketing plan. Each group will be allocated an organisation to develop a specific, targeted digital marketing plan for.
Final Exam: Students will be tested on the application, comprehensiveness and unnification of the content they have learnt throughout the semester

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

Academic integrity

The Current Student website provides information on academic honesty, academic dishonesty, and the resources available to all students.

The University expects students and staff to act ethically and honestly and will treat all allegations of academic dishonesty or plagiarism seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic dishonesty. If such matches indicate evidence of plagiarism or other forms of dishonesty, your teacher is required to report your work for further investigation.

Weekly schedule

WK	Topic	Learning activity
Week 01	Overview and introduction to the digital marketing landscape	Lecture (3 hr)
Week 02	Consumer behaviour	Lecture and tutorial (3 hr)
Week 03	The Customer journey and attracting customers	Lecture and tutorial (3 hr)
Week 04	Marketing strategy in the digital age	Lecture and tutorial (3 hr)
Week 05	Setting the foundation - knowing your brand	Lecture and tutorial (3 hr)
Week 06	Content marketing	Lecture and tutorial (3 hr)
Week 07	Social media marketing	Lecture and tutorial (3 hr)
Week 08	Shared Channels - apps and influencers	Lecture and tutorial (3 hr)
Week 09	Shared channels - websites	Lecture and tutorial (3 hr)
Week 10	Search engine marketing and email marketing	Lecture and tutorial (3 hr)
Week 11	Measuring performance in the digital age	Lecture and tutorial (3 hr)
Week 12	CSR and ethics in the digital age	Lecture and tutorial (3 hr)
Week 13	The future of digital marketing; final exam brief	Lecture and tutorial (3 hr)

Attendance and class requirements

Lecture recordings: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University’s graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. demonstrate an integrated understanding of techniques for digital and social technology and how to use them to achieve an organisation's strategic marketing goals
LO2. identify and analyse an organisation's brand-related problems, and develop appropriate strategic digital solutions for achieving effective marketing results
LO3. analyse complex marketing problems involving the effective use of digital technology and develop cogent, innovative solutions to these problems, and communicate their ideas effectively
LO4. identify ethical issues presented by digital marketing technology and practices, and develop strategies for sustainable marketing.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Closing the loop

No changes have been made since this unit was last offered.

Additional information

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Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Details

Enrolment rules

Teaching staff and contact details

Assessment

Assessment criteria

Late submission

Special consideration

Academic integrity

Weekly schedule

Attendance and class requirements

Study commitment

Learning outcomes

Graduate qualities

Outcome map

Closing the loop

Additional information

Disclaimer

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