Unit Outline

This unit delves into digital and social media marketing, addressing the growing need for businesses to adapt to a real-time digital landscape. It provides students with a thorough understanding of the evolution and roles of traditional versus digital advertising. Students will learn the fundamentals of digital and social media marketing and how to craft strategies that create engaging and effective content. The unit emphasizes the strategic use of various media, focusing on integrating messages for maximum impact through coordinated use of traditional and digital advertising tools like Facebook, Instagram, LinkedIn, TikTok, Pinterest, and more.

The unit also explores broader digital and social media marketing challenges faced by organizations of all sizes, including setting objectives, budgeting, and organizing for effective delivery of digital promotional messages. Gaining insight into these complexities will be valuable for making informed marketing and business decisions in the future.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Apply digital and social media marketing theory to marketing problems.
2.	Create an effective social media campaign in a business context.
3.	Evaluate digital marketing strategy using sustainable marketing theory and practice.

Alterations as a result of student feedback

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Strategic Search Engine Optimization (SEO) Report	Week 5	30 %	LO1, LO2, LO3
Assessment Task 2:	Strategic Digital and Social Media Marketing (DSMM) Plan Proposal Presentation	Week 10	30 %	LO1, LO2, LO3
Assessment Task 3:	Strategic Digital and Social Media Marketing (DSMM) Plan	Week 12	40 %	LO1, LO2, LO3

Assessment details

Assessment Task 1: Strategic Search Engine Optimization (SEO) Report

Task Description:

This is an individual assessment.

In this task, students will take on the role of a Digital Marketing Manager for a specific company or brand that has an official website and active channels on at least three social media networking sites.

Students will write a Strategic Search Engine Optimization (SEO) Report to evaluate the current website content of the company. They will determine strategies to increase the quantity and quality of organic traffic to the site. This involves identifying content gaps and selecting the best keywords to optimize, redesign, and rewrite the content for a specific set of landing pages.

All optimization decisions and recommendations must be supported by academic and industry literature. The report should demonstrate a solid understanding of SEO principles.

Task Length:

2000 words (+/-10%)

Due Date:

Week 5

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Measure key performance indicators for tracking digital and social media marketing success.	LO1
2	Test digital as well as social media contents and promotions to increase engagement and drive conversions.	LO2
3	Recommend improvements to digital strategy using relevant theory.	LO2
4	Evaluate digital marketing solutions using contemporary marketing theory.	LO3
5	Evaluate digital marketing solutions for sustainable business practice.	LO3

Assessment Task 2: Strategic Digital and Social Media Marketing (DSMM) Plan Proposal Presentation

Task Description:

This is an individual assessment.

Students will continue working on the same company that was selected in AT1 (with an official website and active channels on at least three social media networking sites). Students will take on the role of Digital Marketing Managers. The task is to evaluate the existing Digital and Social Media Marketing (DSMM) Strategy for the chosen company or brand and propose an improved strategic DSMM plan. This assessment should be submitted as a recorded audio-visual industry report/presentation, including slides, infographics, and student presenters. It should demonstrate an understanding of the DSMM frameworks and concepts covered in the unit, along with research using academic literature and industry reports (meaning - secondary data sources).

Task Length:

7 Minutes (+/-1 Minute)

Due Date:

Week 10

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Apply relevant digital marketing theory to solve contemporary marketing problems.	LO1
2	Apply relevant social media marketing theory to solve contemporary marketing problems.	LO1
3	Recommend improvements to digital strategy using relevant theory.	LO2
4	Identify their market segmentation, targeting, and positioning	LO3
5	Analyse their current websites and social media platforms.	LO3
6	Critically evaluate the extent the digital marketing aligns with the firm’s positioning.	LO3

Assessment Task 3: Strategic Digital and Social Media Marketing (DSMM) Plan

Task Description:

This is an individual assessment.

For this assessment, once again, students will take on the role of a Digital Marketing Manager for the same company/brand that was selected in AT1 and AT2 (with an official website and active channels on at least three social media networking sites).

This assessment should be submitted as a comprehensive industry report. It should demonstrate an understanding of the DSMM frameworks and concepts covered in the unit, along with research using academic literature and industry reports (meaning - secondary data sources).

Task Length:

3500 words (+/-10%)

Due Date:

Week 12

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Apply relevant digital marketing theory to solve contemporary marketing problems.	LO1
2	Apply relevant social media marketing theory to solve contemporary marketing problems.	LO1
3	Recommend improvements to digital strategy using relevant theory.	LO2
4	Identify their market segmentation, targeting, and positioning.	LO3
5	Analyse their current websites and social media platforms.	LO3
6	Evaluate the design and content generated through these platforms.	LO3
7	Critically evaluate the extent the digital marketing aligns with the firm’s positioning.	LO3

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.

Required Resources

Required reading materials

1) Raj Sachdeva (2025/2024). Digital Marketing. McGraw Hill Australia.

2) Dave Chaffey; Fiona Ellis-Chadwick (2022). Digital Marketing : Strategy, Implementation and Practice (8th edition). Pearson Education Limited.