24729 Digital Marketing and Emerging Technologies
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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:
Postgraduate
Result type: Grade and marksRequisite(s): ((24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour AND (24720 Applied Marketing Research OR 24761 Data-Driven Insights)) OR ( 48 credit points of completed study in spk(s): C04379 Master of Business Analytics (Extension) )
These requisites may not apply to students in certain courses. See access conditions.
Anti-requisite(s): 240729 Digital Marketing Today
Description
A dynamic new area of marketing is understanding the competitive advantages of emerging technologies and utilising them in various marketing activities. This subject provides students with an opportunity to analyse the potential of different emerging technologies for strategic planning and apply them in the company’s digital marketing strategy to improve marketing effectiveness and brand value.
Subject learning objectives (SLOs)
| 1. | Evaluate emerging technologies and their impact on changing the marketing landscape |
|---|---|
| 2. | Analyze how different emerging technologies could enhance digital marketing strategies |
| 3. | Assess the success of current digital marketing activities and utilisation of emerging technologies within a company |
| 4. | Utilise digital marketing tools and emerging technologies to further enhance company value and brand reputation |
| 5. | Collaborate with peers, leveraging knowledge and skills in different areas of technology to create synergy in developing a digital marketing plan |
Contribution to the development of graduate attributes
Digital Marketing for Managers builds on the Faculty’s graduate attributes of intellectual rigour and innovative problem solving by enabling students to analyse the various aspects of traditional marketing and creatively apply it to the digital marketing practice and theory. Through studying ethical digital marketing and digital safeguards, this subject will build students understanding of the graduate attribute of social responsibility and cultural awareness. Finally, this subject will build students’ professional and technical competence through various activities that will enable a graduating student to be able to produce and implement a digital marketing plan.
This subject contributes to the development of the following graduate attributes:
- Communication and collaboration
- Social responsibility and cultural awareness
Teaching and learning strategies
The subject will be taught using a combination of large lectures and workshops. The lectures provide the structure of the topic area, discussion of the theory and some practical examples. Readings, videos and/or case studies will be provided online prior to the lectures. Students are expected to review these materials and to be able to discuss them with other students during the course of the lecture.
Workshops provide an opportunity to discuss ideas, issues and make practical application of the theory, as well as encouraging students to think in a creative manner to solve real-world problems, using learning from other core subjects. Students are expected to prepare answers to any discussion questions posted online before attending each workshop to engage in student-led group discussions. Students will also use appropriate computer software to complete the assigned group and individual tasks.
The learning management system is used extensively and will be used to share information, provide feedback and encourage interaction between staff and students.
Content (topics)
- Emerging technologies
- Artificial intelligence
- Mobile and social media as technological platforms
- Search Engine Optimisation and Search Engine Marketing
- The Internet and the marketing mix
- Digital branding, digital strategy and planning
- Consumer behaviour on digital platforms
- Ethical digital marketing and digital safeguard
Assessment
Assessment task 1: Advertising Certificates (Individual)
| Intent: | 5% each |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 4 |
| Groupwork: | Group, group assessed |
| Weight: | 10% |
| Criteria: |
|
Assessment task 2: Company Evaluation (30% Group & 10% Individual)*
| Intent: | Group (10%) Individual (50%) |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 5 |
| Groupwork: | Group, group and individually assessed |
| Weight: | 40% |
| Length: | The outcome of Task 2 will be presented (6 minutes, individually marked) and will be written up as a report (1500 words max, marked as a group). Task 2 will lay the ground for Task 3. |
| Criteria: | Report:
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 3: Emerging Technology Report (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 4 |
|---|---|
| Groupwork: | Individual |
| Weight: | 50% |
| Length: | Times New Roman, 12PT, double-spaced (except for the tech-adoption profile and references), 5 pages max consulting style report |
| Criteria: |
|
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
There is no textbook for this class. Instead, extensive use of popular press articles, cases, and current examples are employed. The list of mandatory readings for each session is available on UTS Canvas. You are expected to read the material prior to each tutorial and lecture; not doing so will inhibit your ability to apply the topics covered in class to the real world. In addition, comprehension and ability to apply material covered in readings will be tested in quizzes and assessed in projects.