You will engage in this unit with new and emerging technologies and as well as relevant areas of existing knowledge. The unit provides you with a framework for understanding the forces driving the digital revolution in marketing and business. It enables you to critically evaluate the many new tools, challenges and techniques needed to update conventional marketing approaches. Topics covered include: customisation and community building, the role and scope of the internet in marketing research, security issues and electronic payment systems, business models for internet commerce, database integration and the importance of the internet and intranets in business to business marketing. Pricing issues and regulatory issues will also be discussed, as well as generating site traffic through a variety of means. The role of social media as part of an integrated marketing strategy will be explored in detail as well as virtual reality platforms that are used in digital marketing.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Investigate and analyse current issues and problems in the domain of digital marketing and provide practical solutions to the problem that you have identified;
2. Assess elements of good website design and apply theoretical foundations to recommend improvements in the online presence of large and small businesses and organisations in Australia as well as globally;
3. Analyse and critically evaluate the emerging trends in digital marketing by applying relevant theories and frameworks and provide recommendations how organisations can respond to the constantly changing business environment; and
4. Critically apply theories to develop strategies to create website traffic in a variety of business settings.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways

Prerequisites

None.

Corequisites

None.

Incompatible units

11179 Digital Marketing AND 6379 Internet Marketing

Equivalent units

None.

Assumed knowledge

None.