MARKETNG 2001 - Digital Media in Business

North Terrace Campus - Semester 1 - 2025

Digital media and technologies are causing a significant shift to a new business reality, and changing the way businesses connect with customers and other stakeholders. This course aims to develop students' understanding of contemporary business in the digital media environment. Students will develop an understanding of digital business models, digital customer journeys, and apply relevant theories and principles to address business challenges in a digital context.

  • General Course Information
    Course Details
    Course Code MARKETNG 2001
    Course Digital Media in Business
    Coordinating Unit Marketing
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange N
    Assumed Knowledge MARKETNG 1001
    Assessment Assignments and final test.
    Course Staff

    Course Coordinator: Karolina Kaczorowska

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    By the end of this course students will be able to:

    1. Understand the importance of digital media in relation to business practice
    2. Evaluate the various digital marketing tools used within a digital media strategy
    3. Describe a range of common strategies for use in a digital marketing plan including the digital marketing toolbox, content marketing, mobile marketing, augmented, virtual, and mixed reality, and social media.
    4. Recommend and justify an appropriate mix of such strategies to create a digital media strategy
    5. Display critical thinking and problem solving skills;
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1-5

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    1-5

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    1-5

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    1-5

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    1-5

    Attribute 7: Digital capabilities

    Graduates are well prepared for living, learning and working in a digital society.

    1-5

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    1-5
  • Learning Resources
    Required Resources
    The textbook for the course will be

    Hanlon, A. (2022) Digital Marketing Strategic Planning and Integration., 2nd edition, SAGE Publishing.

    This text is also available as an e-book.
    Recommended Resources
    To be provided via MyUni page.
    Online Learning
    Information about online tutorials to be provided via MyUni page.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    As outlined in the course timetable, this course uses face-to-face lectures and tutorials.
    Specific details will be given in the first lecture (week 1) and will also be available on MyUni.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    This course offers a two-hour in-person lecture and a one-hour tutorial each week. Tutorials are held in person.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that students are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course of private study outside of their regular classes. Students in this course are expected to attend all lectures during the semester, plus one tutorial class each week.

    Tutorial classes will be held weekly. Students must attend their officially enrolled tutorial class as participation marks are taken, and teamwork already begins at the very start of the semester. Students are expected to check their timetable and familiarise themselves with the location of their tutorial.
    Learning Activities Summary
    Week  Lecture Topic Tutorial Reading + Deadlines
    1 Overview and the Digital Landscape No Tutorial Ch. 1, see MyUni for Course Readings
    2 Digital Consumers 1 Ch. 2, see MyUni for Course Readings
    3 Websites 2 Ch. 3, see MyUni for Course Readings
    4 Mobile Marketing 3 Ch. 6, see MyUni for Course Readings
    5 Social Media 4 Ch. 11, see MyUni for Course Readings
    6 Content Marketing 5 Ch. 4, see MyUni for Course Readings
    Website Critique due Friday 11 April 23.59 pm
    Mid Semester Break
    7 VR, AR and AI
    Building a Digital Marketing Plan
    6 Ch. 7 and 10, see MyUni for Course Readings
    8 Emails, SEO and SEM 7 Ch. 3, see MyUni for Course Readings
    9 Online Communities 8 Ch. 5, see MyUni for Course Readings
    10 No Lecture - group assignment week 9 (optional) Digital Marketing Plan due Friday 23 May 23.59 pm
    11 Digital Ethics and Social Marketing 10 see MyUni for Course Readings
    Digital Marketing Plan Presentations due in Week 11
    12 Course Review 11 Presentations due in Week 12 Tutorials
    Digital Marketing Plan Due 2nd of June 23.59 pm
    13 End of Semester Test No Tutorial Test during lecture time 11 June 11 am - 1 pm
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Weighting Format Submission Due date
    Tutorial Engagement 10% Individual No submission required Ongoing, weekly
    Website Critique 30% Individual Online via MyUni See MyUni, Friday 11 April 2025 23:59 
    Digital Marketing Plan (report) 20% Group Online via MyUni See MyUni, Friday 23 May 2025 23:59
    Digital Marketing Plan (pitch presentation) 10% Group No submission required See MyUni, week 11
    End of Semester Test 30% Individual Online via MyUni See MyUni, during lecture time 11 June 11 a.m. – 1 p.m.
    Assessment Related Requirements
    To pass this course, an aggregate total mark of at least 50% for all assessments must be obtained.

    Students who receive an aggregate course mark between 45% and 49% may be offered a supplementary assessment. Your performance in the replacement assessment will determine whether you are awarded a Pass grade for the course with a maximum aggregate course mark of 50%.

    Your participation and attendance in the tutorials will be recorded. Your tutorial engagement grades will be based on your contributions (not attendance) (e.g. sharing ideas, discussing ideas with peers and tutors in class).

    Assessment rubrics for all the assignments will be provided in the tutorials and posted on MyUni.


    Assessment Detail

    Tutorial engagement

    Individual, worth 10% (1% per tutorial)
    Due: Ongoing, weekly

    Tutorials provide you with an opportunity to display what you are learning from the textbook and lectures and apply it to examples and activities. A minimum of 80% tutorial attendance is expected.    

    Website critique

    Individual, worth 30%
    Due: Week 6 (11 April 2025 at 23:59)

    Students are required to submit a written website critique, analysing a website of their choice.

    Each student will choose a brand website (from anywhere in the world – but you must be able to buy a product via that site) and using the application of theory and research, critique the overall quality and communication of brand values, attractiveness and likely effectiveness of the site as a mechanism for the sale of their products online via that site.

    Criteria for the assessment will include, but are not restricted to:
    • Context
    • Content
    • Ease of navigation
    • Overall attractiveness/brand clarity
    • Attributes respective to consumer engagement and opportunities for 2-way interaction/co-creation
    • Level of customisation
    • Ease of transaction (including security) specific to a sale.

    The maximum word count for this assignment is 2000 words (+/- 10%).
    The critique must be submitted in one of the following formats: .pdf, .doc, .docx. Students must retain a copy of all assignments submitted.
    Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission via Turnitin.

    Digital Marketing Plan Report

    Group, worth 20%
    Due: 23 May 2025 at 23:59

    Your group will be required to develop a digital marketing campaign plan for a client. A client brief for the assignment is provided on MyUni. Groups will be chosen in Week 3 or 4 tutorials.
    Your written digital marketing plan should be submitted via MyUni and include an assignment cover sheet which can be found on MyUni or the ABLE Faculty website.

    Word count is 2000 words +/- 10%

    Key sections of the digital marketing plan should include (word counts are indicative only):
    • Title page (1 page, including names of all group members, not included in the word count)
    • Executive summary (1 page, not included in the word count)
    • Introduction (approx. 150 words)
    • Overview of business (SWOT) (use diagram form, not included in the word count)
    • Analysis and recommendations for content marketing (approx. 400-500 words)
    • Analysis and recommendations for mobile marketing (approx. 400-500 words)
    • Analysis and recommendations for social media (approx. 400-500 words)
    • Analysis and recommendations for opportunities in augmented reality, virtual reality, or AI (approx. 400-500 words)
    • Conclusion (150 words)
    • Reference list (not included in word count, minimum 10 references including at least 5 academic references

    Digital Marketing Plan Pitch Presentation

    Group, worth 10%
    Due: Week 11 in tutorials

    In groups, students will present a 'Pecha Kucha' style presentation during tutorials, their digital marketing campaign plan progress for a client.

    End of Semester Test

    Individual, worth 30%
    Due: during lecture time 11 June 11 a.m. – 1 p.m.

    During the Week 13 lecture slot, students will complete an open-book test. The test will cover course material from across the semester.
    Test questions will be uploaded to MyUni on 11 June at 11:10 a.m., visible on the MyUni modules page (along with the announcements). All students will need to upload their test questions through the MyUni portal. All tests will go through TurnItIn, meaning both AI and plagiarism scores will be generated. While the test is open-book, any direct copying from AI, online sources or course materials will be treated as plagiarism.
    The test will comprise three short-answer questions, around 500 words in length (this is only a guide and is not restrictive. You may write more than 500 words for each answer). Referencing is not required unless direct quotes from other sources than the lecture slides are used.
    It is highly recommended students study for the test and come prepared with lecture/class notes in their own words. This will make the test easier, so you do not spend too much time searching for information.
    Late Test Submission
    Students are expected to submit their work by the due time to maintain a fair and equitable system. A late submission (without prior arrangement) will be penalised by a 5% mark reduction for each hour that it is late. Submissions submitted after 5 hours will not be accepted.
    Submission

    Students must not submit work for an assignment that has previously been submitted for any other course. Lecturers can refuse to accept assignments that do not have a signed acknowledgement of the University’s policy on plagiarism.

    For this course, students are required to hand in assignments via Turnitin, a computer program that detects plagiarised work.
    Further information on how to avoid plagiarism can be found at: https://www.adelaide.edu.au/writingcentre/resources/avoiding-plagiarism 
    For additional information on working with artificial intelligence, visit https://www.adelaide.edu.au/student/academic-skills/academic-integrity-for-students/working-with-artificial-intelligence 

    Please note that students must retain a copy of all assessments submitted.
    Assignments can be submitted multiple times until the due date/time.

    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the course coordinator before the due date. See https://www.adelaide.edu.au/student/exams/assessment-applications Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised according to the schedule below.

    Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle, which may lead to a late return to you. There is a 5% penalty per day late or part thereof. 

    Material that is submitted more than five days late will not be accepted. If you receive an extension and submit beyond the extension date, then late penalties will apply.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

    To be provided via MyUni page
  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

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