Unit Outline

The increasing use of digital and social media by both businesses and consumers is having a significant impact on global business. For consumers, recent advancements in information and communication technologies (ICT) based digital and social media provide reliable and accurate information for decision-making, while offering convenience in shopping through access to a wider range of products and services. For businesses, digital marketing offers new channels to promote their products, innovative ways to build and maintain value-creating relationships with customers, and opportunities to expand into new markets. Given the rapid evolution of digital technologies and the growing penetration of social media in everyday activities, it is imperative for businesses to leverage these technologies to sharpen their competitive advantages and enhance their marketing strategies.

This unit focuses on developing students’ understanding of digital and social media marketing as a strategic component of the marketing mix. It aims to build students’ knowledge of key concepts, principles, and models necessary to strategically manage digital and direct marketing in both B2B and B2C contexts.

The unit will also equip students with the skills to develop and implement various digital and social media marketing strategies across different stages of the consumer decision-making process. Students will learn to creatively plan, effectively implement, and critically evaluate the performance of diverse digital and social media marketing strategies.

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.	Explain the key concepts and evaluate the methods of contemporary digital and direct marketing as applied to both B2B and B2C contexts
2.	Demonstrate cognitive knowledge of the skills required in identifying, analysing, assessing and implementing digital business and market opportunities.
3.	Design and evaluate a E-business and marketing plan for innovative and revolutionary digital business models.

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:	Case Study/ scenario analysis	Week 5	30 %	LO1, LO2
Assessment Task 2:	Social Media marketing Presentation	Week 8	30 %	LO1, LO2, LO3
Assessment Task 3:	Digital and Social Media Marketing Plan. Part A: Presentation; Part B: Report	Week 12	40 %	LO2, LO3

Assessment details

Assessment Task 1: Case Study/ scenario analysis

Task Description:

The digital business case analysis is an individual assessment. The case/ scenario analysis will assess students’ ability to analyse digital and social media marketing business cases, marshal their thoughts and ideas, and communicate them via a written document.

Detailed assignment and submission instructions are available on MyLO.

Task Length:

Due Date:

Week 5

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify and analyse issues related to digital and social media marketing strategies	LO1
2	Generate and evaluate alternative digital and social media marketing solutions to the issue	LO2
3	Critically analyse and recommend solutions to implement	LO2
4	Apply relevant theories to the identification of issues and recommendation of solutions.	LO2

Assessment Task 2: Social Media marketing Presentation

Task Description:

The social media marketing presentation is a group assessment. Each group of students are required to analyse the social media marketing strategies of the chosen business and present in the workshop.

Task Length:

15 minutes

Due Date:

Week 8

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify and discuss various digital and social media marketing strategies used in the chosen business.	LO2
2	Identify issues and challenges associated with the digital and social media marketing strategies used by the business.	LO1
3	Analyse the identified issues related to digital and social media marketing strategy.	LO2
4	Develop digital and social media marketing strategies and evaluate their appropriateness to the chosen business.	LO3
5	Describe the business and introduce its social media marketing strategies.	LO1

Assessment Task 3: Digital and Social Media Marketing Plan. Part A: Presentation; Part B: Report

Task Description:

This is an individual assessment, and students are expected to prepare a digital and social media marketing plan for a chosen business.

Detailed assignment and submission instructions are available on MyLO.

Task Length:

Presentation: 10 minutes (15 marks) Report: 1500 words (25 marks)

Due Date:

Week 12

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Describe and critically analyse the chosen business from digital and social media marketing perspectives.	LO2
2	Critically analyse the industry, business and customers	LO2
3	Conduct market segmentation analysis (consumer persona) and develop positioning strategies	LO2
4	Develop digital and social media marketing strategies and analyse their appropriateness	LO3
5	Prepare a budget plan	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

Refer to Mylo for detail.