MARKETNG 2001 - Digital Media in Business

North Terrace Campus - Semester 2 - 2022

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 Adelaide Business School
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange N
    Course Description 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.
    Course Staff

    Course Coordinator: Alison Joubert

    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)
  • Learning Resources
    Required Resources
    The textbook for the course will be

    Hanlon, A.(2019) Digital Marketing Strategic Planning and Integration., 1st 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 pre-recorded online lectures, and tutorials are live (face to face and zoom tutorials available).
    Specific details will be given in the first lecture (week 1) and also will be available on MyUni
    Workload

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

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

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements. As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self-directed study).

    Students in this course are expected to watch all pre-recorded lectures (online) throughout the semester plus one tutorial class each week (face to face unless enrolled in online tutorial class).

    Tutorial classes will be held weekly commencing week 2. Membership of tutorial classes is to be finalised by the end of the third week of the semester.
    Learning Activities Summary
    Week 1: Course overview and introduction to digital media in business
    Week 2: Understanding the digital consumer
    Week 3: Digital marketing toolbox 
    Week 4: Owned media and websites 
    Week 5: Test week / no lecture (online test this week - 25%)
    Week 6: building a digital campaign plan 
    Week 7: Content marketing 
    Week 8: Mobile marketing (website critique assignments due - 25%)
    Week 9: Augmented, virtual, mixed reality 
    Week 10: Social media management and engagement 
    Week 11: Course summary (peer review of presentations due - 10%)
    Week 12: No lecture / (group assignments due this week - 30%)
  • 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 Task Task Type Due Weighting Learning Outcome
    Tutorial Engagement Individual

    Ongoing, weekly

    10%
    Mid-Semester Test Individual See MyUni 25%
    Website Critique Assignment Individual See MyUni 25%
    Digital Marketing Campaign Plan (Report and Presentation) Group See MyUni 30%
    Peer Critique of Pitch Presentations Individual See MyUni 10%
     *All assessment instructions, deadlines, and marking rubrics are available on MyUni
    Assessment Related Requirements
    All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.

    Extensions to the due date of individual assessment may be granted under special circumstances. An extension request or application for supplementary exam based on illness or compassionate grounds must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf

    Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.
    Assessment Detail
    To be made available on MyUni and discussed in the first lecture.
    Submission
    Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf

    Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.
    Quality of English expression is considered to be an integral part of the assessment process. Marks may be deducted because of grammar and spelling.

    Presentation of Assignments
    Please retain a copy of all assignments submitted.
    Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism: www.adelaide.edu.au/policies/230/.
    For this course, students are required to submit their assignment via MyUni
    It is the students’ responsibility to ensure that copies of assignments have been received by the teaching staff.

    Assignment Guidelines including Referencing Details

    A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/about/publications/colour_communication_skills.pdf

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.


    Late Assignment Submission

    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 lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.
    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.

  • 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.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.