26809 Digital and Social Media Marketing

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

UTS: Business
Credit points: 3 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

Digital and social media marketing is a dynamic new area of marketing that continues to evolve due to changes in technology, competitive landscape and consumer behaviour. This subject provides students with an opportunity to investigate issues that influence markets, emphasising the impact of digital and social media on marketing goods and services, branding, and reputation in the digital world and strategic planning for digital marketing. Students gain a richer understanding of the digital marketing landscape and acquire a new set of concepts and tools to digitally create, distribute, promote and price products and services.

Subject learning objectives (SLOs)

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

1.	Apply contemporary marketing theories and frameworks to digital strategies in today’s marketing landscape
2.	Critically evaluate current digital marketing practices
3.	Design digital marketing solutions to achieve organisational outcomes

Contribution to the development of graduate attributes

This subject is designed to help students develop a suitable understanding of digital and social media marketing strategies essential for engaging with various customer segments and for operating within contemporary digital market environments.

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

Professional and technical competence

Teaching and learning strategies

This subject is delivered through a mix of online learning, three live online webinars and online consultations. The subject features a mix of theoretical concepts and application in the contemporary context that is designed to apply evidence-based judgement, analytical and creative skills to solve complex business problems.

Students have access to online resources, and self-directed learning activities and are expected to study online content provided via the UTS learning management system. They are required to complete online learning activities, which will help identify knowledge gaps and inform discussions. They are required to engage in online discussions with their peers and academics. Webinars are designed to present the theory and practice of the subject’s content. Students are required to complete pre-work activities before attending webinars. Discussions focus on the application of concepts, techniques and methods.

A mandatory, on-line formative assessment provides students with further feedback to direct their self-study. Ongoing general and individual feedback will be provided throughout the subject via consultation sessions. A summative assessment provides feedback on students' comprehension and application of learning. Students also receive formal feedback on assessment tasks.

Content (topics)

Digital marketing landscape and consumer insights
Digital marketing and social media tools
Digital marketing and social media strategy and outcome delivery

Assessment

Assessment task 1: Analysis and Audit (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 2
Weight:	35%
Length:	500 words each
Criteria:	Clarity and completeness of analysis/audit Level and depth of insight

Assessment task 2: Report (Individual)

Objective(s):	This addresses subject learning objective(s): 2 and 3
Weight:	65%
Length:	1,500 words + tables and appendices
Criteria:	Level and depth of insight from analysis Application and understanding of digital and social media marketing tools Relevance to practice and delivering organisational outcomes

Minimum requirements

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

References

Boyd, D.E., Kannan, P.K. & Slotegraaf, R.J. (2019). Branded apps and their impact on firm value; A design perspective. Journal of Marketing Research. 56(1), 76-88.

Cusomano, M.A., Yoffie, D.B. & Gawer, A. (2020). The future of platforms. MIT Sloan Management Review. 61(3), 46-54.

Eigenraam, A.W., Eelen, J., van Lin, A., Verlegh, P.W.J. (2018). A Consumer-based Taxonomy of Digital Customer Engagement Practices. Journal of Interactive Marketing, 144,102-101.

Kannan, P., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006

Lemon, K. N. & Verhoef, P. C (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. https://doi.org/ 10.1509/jm.15.0420

Prahalad, D. & V, A. (2020). 4 questions to boost your social media marketing. HBR. https://hbr.org/2020/01/4-questions-to-boost-your-social-media-marketing

Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals. Journal of Marketing, 84(4), 45–66. https://doi.org/10.1177/0022242920920262

Stanko, M.A., Ortega, B.I.H., Molina-Castilo, F., Rishika, R. & Franco, J. (2019). Using social media to connect with your most loyal customers. HBR. https://hbr.org/2019/12/using-social-media-to-connect-with-your-most-loyal-customers