MBUS626-23S1 (C) Semester One 2023

Digital Marketing

15 points

Start Date: Monday, 20 February 2023
End Date: Sunday, 25 June 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 5 March 2023
  • Without academic penalty (including no fee refund): Sunday, 14 May 2023


This course offers an advanced examination of marketing practices on the Internet. MBUS626 draws specific attention to the role of online, mobile, and social media marketing techniques on contemporary business practices. The course prepares students for using digital marketing platforms and decision making in the modern workplace. The course uses a combination of theoretical learning through traditional lecturing and hands on experience with online tools, such as Google Analytics. Concepts will be drawn from a variety of sources to help understand how the Internet can be used as not only a communication tool, but also a medium of exchange and engagement. Theories and concepts will be drawn from a variety of sources to aid in students' understanding of the role the Internet plays in organisations' marketing endeavours. The course extends the existing marketing offerings by going into far greater depth with online and digital media.

Learning Outcomes

  • Upon successful completion of MBUS626 the students will be able to:
  • Understand, describe and apply the core concepts associated with digital marketing;
  • Demonstrate how to utilise online marketing platforms, such as Google Ads and Google Analytics, to make business decisions;
  • Critique the impact of digital marketing on business decision making and on business outcomes;
  • Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation;
  • Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.



Course Coordinator

For further information see Management, Marketing and Tourism Head of Department

Course Coordinator: Michael Durie

Indicative Fees

Domestic fee $1,037.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

Minimum enrolments

This course will not be offered if fewer than 10 people apply to enrol.

For further information see Management, Marketing and Tourism .

All MBUS626 Occurrences

  • MBUS626-23S1 (C) Semester One 2023