MKTG3002
10 units
3000 level
Course handbook
Description
Developments in information and communication technologies coupled with a radical shift online by businesses and consumers has raised new questions about how marketers communicate with and create value with customers. The course focuses on understanding how businesses engage with customers and stakeholders in a digital environment and develops skills in applying social media marketing techniques. It provides students with a thorough understanding of digital and social media marketing theory and incorporates practical and contemporary examples.
Availability2024 Course Timetables
Nurture - Van Lang University
- Semester 1 - 2024
- Semester 2 - 2024
Singapore PSB
- Trimester 3 - 2024 (Singapore)
Ourimbah
- Semester 2 - 2024
Newcastle City Precinct
- Semester 2 - 2024
Learning outcomes
On successful completion of the course students will be able to:
1. Demonstrate advanced understanding of today's digital and social media marketing landscape.
2. Demonstrate how user-generated content in social media can be collected and analysed to guide marketing strategy.
3. Demonstrate the understanding of digital and social media analytics and the capability to use online analytical tools.
4. Articulate specialised knowledge of digital and social media marketing in both oral and written contexts.
5. Demonstrate the capability to work both independently and in a team environment employing inquiry processes to complete marketing projects.
Content
The topics in this course include:
1. Introduction to digital and social media marketing (SMM)
2. Social networking sites (SNS) and integrated marketing objectives
3. Rules of engagement (Ethics) in social media marketing
4. Customer engagement behaviour (CEB) in social media
5. Social media analytics
6. Social media listening: User-generated content (UGC) and voice of customer (VoC)
7. Search engine marketing (SEM) and Search engine optimisation (SEO)
8. Audience Targeting in SMM: Customer persona and value creation
9. Personal branding in social media
10. Paid social media marketing
11. Content marketing tactics in social media
12. Mobile marketing on social networks
Assumed knowledge
MKTG1001 Foundations of Marketing or MKTG2100 Principles of Marketing
Assessment items
In Term Test: In-term tests
Written Assignment: Digital Marketing Plan
Formal Examination: Examination
Contact hours
Semester 1 - 2024 - Nurture - Van Lang University
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Trimester 3 - 2024 (Singapore) - Singapore PSB
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Semester 2 - 2024 - Ourimbah
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Semester 2 - 2024 - Newcastle City Precinct
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Semester 2 - 2024 - Nurture - Van Lang University
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Course outline
- MKTG3002 - Semester 2, 2023 (Binus) (PDF, 241.2 KB)
- MKTG3002 - Semester 2, 2023 (Centralcoast) (PDF, 239.9 KB)
- MKTG3002 - Semester 2, 2023 (Newcastle) (PDF, 239.9 KB)
- MKTG3002 - Trimester 3, 2023 (Singapore) (PDF, 239.3 KB)
- MKTG3002 - Semester 1, 2024 (Utcc) (PDF, 282.8 KB)
- MKTG3002 - Semester 1, 2024 (Vanlanguni) (PDF, 284.1 KB)
- MKTG3002 - Semester 1, 2024 (Vlu) (PDF, 284.1 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.