Available in 2021
Course code



10 units


3000 level

Course handbook


Developments in information and communication technologies coupled with a radical shift to the Internet by businesses and consumers; has raised new questions about how businesses communicate with and deliver value to customers. The course focuses on understanding how businesses engage with customers and stakeholders in a digital environment and develops skills in social media marketing. It provides students with a thorough understanding of digital and social media marketing theory and incorporates practical and contemporary examples.

Availability2021 Course Timetables

PSB Singapore

  • Trimester 2 - 2021 (Singapore)
  • Trimester 3 - 2021 (Singapore)


  • Semester 2 - 2021

Newcastle City Precinct

  • Semester 2 - 2021

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.


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

Ourimbah, Newcastle City Precinct and PSB Singapore

Integrated Learning Session

Face to Face On Campus 2 hour(s) per Week for Full Term

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.

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.