24104 Digital Marketing and Social Media
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.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24108 Marketing Foundations OR 24109 Marketing and Customer Value
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
Marketing is a dynamic area of business that continues to evolve as a result of changes in technology, competitive landscape and consumer behaviour. This subject provides students with an opportunity to investigate issues that influence markets with an emphasis on the influence of digital and social media on the marketing of goods and services. Students examine digital platforms and their impact on marketing strategies.
Subject learning objectives (SLOs)
| 1. | examine emerging topics in digital marketing |
|---|---|
| 2. | evaluate the impact of digital marketing and social media on the organisation |
| 3. | compare previous marketing knowledge to digital marketing |
| 4. | formulate and implement digital marketing and social media strategies. |
Contribution to the development of graduate attributes
Digital Marketing & Social Media identifies current topics, for example, in society, technology and consumer behaviour, and investigates how these developments affect the formulation, implementation and success of marketing activities. This subject develops students’ marketing-oriented decision-making skills. The subject develops skills linked to the Faculty's graduate attribute that looks at applying intellectual rigour, creative and analytical thinking by performing a social media analysis that results in a practical evaluations and recommendations of how businesses should adapt in future. The white paper requires students to evaluate brands and their competitors’ digital activities in the marketplace, applying techniques such as sentiment analysis and google trends analysis which places students in a real-world business scenario. This will also develop the students’ business practice skills. Students will be placed into groups to work on this. The lectures and tutorials will link students’ previous marketing knowledge and discusses key impacts of emerging issues on business knowledge and concepts and how businesses will adapt in future through focused case discussions and current examples. This subject contributes to the development of the following graduate attributes:
- Intellectual rigour and innovative problem solving
- Communication and collaboration
- Professional and technical competence
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. Students will need to access materials (available on the learning management system) prior to each week’s class and complete any set activities to ensure adequate preparation. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. Tutorials and lectures will include time where students will work together in student led discussion of the exercise and/or case with the provision of tutor and peer feedback. These classes are supplemented with both printed and electronic learning materials and resources which students use to prepare and complete activities. The UTS Learning Management System is used to share information and encourage interaction between staff and students. Students also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
Feedback throughout the session will be given on a weekly basis, verbally and formatively by the tutors to clarify student’s understandings of key concepts. Further feedback will be provided on assessment items throughout the session. Formative feedback of the group progress report will be available prior to Census date.
Content (topics)
- Contemporary issues in business and marketing
- Introduction to digital channels
- Consumer behaviour on digital platforms
- Social media marketing
- Mobile marketing
- Web Marketing
- Adoption of digital channels
- Digital marketing safeguards
Assessment
Assessment task 1: Project (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 30% |
| Length: | The whitepaper can have a maximum length of a 12 page word document and an additional Title page including group member names and student numbers. |
Assessment task 2: In class exercise (Individual)*
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
| Length: | 20 minute task |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. Note 1: Students who do not attend the faculty based mid-session exam will have the weighting of that assessment added to the final examination conditional on the students submitting, receiving approval and complying with the requirements of special consideration in accordance with the UTS rules. If the composite mark for the final exam then totals more than 50 percent and the student is in the final subject of their degree, the UTS rules on borderline result (range of 45-49) shall apply whereby students will be allowed to undertake a supplementary final examination. Where a student completes and passes a supplementary examination, the maximum mark awarded for the subject will be 50 Pass. |
Assessment task 3: Final Exam
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 40% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
This is a "textbook zero" subject. The content will be provided through readings from academic and practitioner resources online. Additionally, you are strongly recommended to subscribe to the free Social Media Examiner (bit.ly/socialexaminer). This will provide daily content and keep you informed of the latest research and news.
References
The speed that the digital space is moving means new resources are available every day. Selected readings will be posted before each session which students are expected to read and prepare for discussion in class. Some reference texts are:
Digital Marketing: A Practical Approach 2nd Edition
Author: Alan Charlesworth
ISBN-13: 978-0415834834
Digital Marketing: The Essentials
Author: Charles Hofacker
ISBN: 1788115368
Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media
Authors: Matthew Ganis, Avinash Kohirkar
ISBN-13: 978-0133892567