240790 Business Project: Digital Marketing

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Subject handbook information prior to 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): 48 credit points of completed study in spk(s): C04413 Master of Digital Marketing
Anti-requisite(s): 24790 Business Project: Marketing (Capstone)

Description

This is a capstone subject designed to consolidate students’ knowledge of and skills in Digital Marketing through the development of a business project based on previous subjects taken during the course.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:

1.	Apply a broad range of marketing tools, frameworks, and decision-making to real world issues and contexts
2.	Access and critically analyse relevant information for comprehensive marketing solutions
3.	Integrate different perspectives and conceptual frameworks to identify processes and deliver comprehensive business solutions
4.	Develop an innovative marketing strategy that progresses organisational initiatives

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:

Communicate ideas, decisions and strategies clearly and apply interpersonal skills that are sensitive to diverse people, cultures and contexts (2.1)
Critically evaluate relevance of advanced digital marketing techniques for contemporary business issues and apply critical thinking to integrate creative solutions in decision making (4.1)

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attribute(s):

Communication and collaboration
Professional and technical competence

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. Students are expected to complete a range of different learning activities throughout each week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. Students are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow students to interact with staff and other students, ask questions and receive clarification and feedback.

Content (topics)

This subject uses a real-world digital marketing consultancy project scenario that enables students to apply the learnings from the course to make recommendations for a business. Students are required to apply a range of theories from marketing and other disciplines covered in the course to address the organisation’s digital marketing challenges and capitalise on opportunities.

Assessment

Assessment task 1: Identifying potential business opportunities/challenges (Individual)

Objective(s):	This addresses subject learning objective(s): 1
Weight:	10%
Criteria:	Insightfulness of potential opportunities/challenges Purpose fit and variety of selected extracts from previous subjects Thoughtfulness and creativity of the takeaways

Assessment task 2: Narrowing business opportunities/challenges (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 2
Weight:	15%
Criteria:	Application of previous subject content Development and explanation of ranking criteria Elaboration on final opportunity/challenge Incorporation of feedback

Assessment task 3: Drawing insights (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 3 This addresses program learning objectives(s): 4.1
Weight:	45%
Criteria:	Quality of insights Critical evaluation and application of theories/tools/techniques/concepts used Selection, currency and critical evaluation of context material Incorporation of feedback Clarity of expression

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

This addresses program learning objectives(s):

4.1

Weight:

45%

Criteria:

Quality of insights
Critical evaluation and application of theories/tools/techniques/concepts used
Selection, currency and critical evaluation of context material
Incorporation of feedback
Clarity of expression

Assessment task 4: Strategy Presentation (Individual)*

Objective(s):	This addresses subject learning objective(s): 2 and 4 This addresses program learning objectives(s): 2.1
Weight:	30%
Criteria:	Convincingness of rationale for goal/objective and connection with insights from Assessment 3 Critical thinking to integrate creative solutions in the action plan Clarity of expression Sensitivity to people and culture diversity Incorporation of feedback Visual aids *Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Objective(s):

This addresses subject learning objective(s):

2 and 4

This addresses program learning objectives(s):

2.1

Weight:

30%

Criteria:

Convincingness of rationale for goal/objective and connection with insights from Assessment 3
Critical thinking to integrate creative solutions in the action plan
Clarity of expression
Sensitivity to people and culture diversity
Incorporation of feedback
Visual aids

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

This a textbook-free subject. Students refer to previous subjects’ content.