This unit introduces you to a fresh perspective on digital thinking, innovative marketing models in the digital realm, and effective strategies for digital success. It provides you with knowledge and skills in the key pillars of digital marketing: content, social, and search, by combining theoretical concepts with practical applications. You will learn about digital consumers and an integrated approach that combines multiple strategies, touchpoints, data, and organisational functions to create and communicate a consistent brand message. The project-based assessment gives you the opportunity to analyse a local organisation's digital capability and design a content marketing campaign for it.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Explain how the emerging digital culture is shaping consumer behaviour and digital transformation;
2. Use theoretical frameworks to examine digital marketing and communication effectiveness;
3. Identify and critique various digital technologies and emerging practices used in contemporary marketing and communication; and
4. Generate plausible strategies for real-world digital marketing campaigns.

Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

Equivalent units 11868 Digital Advertising and Marketing Principles G AND 11464 Digital Marketing

Assumed knowledge

None.