University of Technology Sydney

240729 Digital Marketing Today

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): ((240834 Marketing in the Age of Technology OR 240701 Consumer Insights) AND 12 credit points of completed study in spk(s): C11345 Graduate Certificate Marketing and Digital Strategy )
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 24729 Digital Marketing and Emerging Technologies

Description

The digital space continues to evolve and has resulted in changes to the technology, marketplace, consumers, and competitors. These new platforms and changes provide opportunities and challenges for today's marketers. This subject explores the key digital platforms, customers’ interactions with them, and how marketers can utilise these platforms to achieve the organisational goals.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. explain the frameworks and concepts of a range of digital channels in marketing strategies
2. analyse digital marketing plans, their development process, and their value to the business
3. apply contemporary marketing theories and frameworks to digital strategies
4. analyse the ethical and social responsibilities when using social media and digital channels for marketing

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

  • Intellectual rigour and innovative problem solving
  • Social responsibility and cultural awareness.

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

  • Evaluate relevance and contribution of advanced digital marketing techniques to analyse business issues and apply critical thinking and creativity to integrate the solutions in decision making. (1.1)
  • Critically evaluate and apply principles of ethical and social responsibility, sustainability, and cultural diversity, including knowledge of Indigenous values, to digital marketing practice. (3.1)

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. You are expected to complete a range of different learning activities throughout the 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. You are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow you to interact with staff and students, ask questions and receive clarification and feedback.

Content (topics)

  • Digital environment and understanding customers
  • Digital marketing tools such as search, digital advertising, social media and platforms
  • Developing digital strategy and delivering outcomes
  • Ethical considerations and challenges for marketing in the digital environment

Assessment

Assessment task 1: Digital Marketing Audit (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 15%
Length:

Analysis + 200 words (maximum) discussing implications
Criteria:
  • Content: Clarity and completeness (75%)
  • Contribution: Level and depth of insight (25%)

Assessment task 2: Report (Individual)

Objective(s):

This addresses subject learning objective(s):

3 and 4

Weight: 45%
Length:

2000 (+/-10%) words
Criteria:
  • Contribution: Level and depth of insight from analysis (30%)
  • Tools: Demonstrates creativity and an understanding of marketing tools and methods (30%)
  • Relevance to practice (20%)
  • Clarity and presentation (20%)

Assessment task 3: Essay (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 40%
Length:

1200 (+/-10%) words
Criteria:
  • Content: Clarity and completeness of analysis (40%)
  • Contribution: Level and depth of insight (40%)
  • Relevance to practice (20%)

Minimum requirements

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

Required texts

This a textbook-free subject. Readings are provided for each module.