MKTG316-23S2 (C) Semester Two 2023

Digital Marketing

15 points

Start Date: Monday, 17 July 2023
End Date: Sunday, 12 November 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 30 July 2023
  • Without academic penalty (including no fee refund): Sunday, 1 October 2023


This course offers an overview of online, digital, internet and social media marketing techniques and practices. The course prepares students for using online marketing platforms and decision making in the modern workplace.

This course offers a range of topics that underpin the successful use of digital marketing techniques and practices. MKTG316 prepares students for using online marketing platforms and decision making in the modern workplace. This course focuses on an advanced examination of digital marketing practices, including web design, search engine optimisation, digital analytics, eCommerce, social media and mobile marketing. MKTG316 uses a combination of theoretical learning through traditional lecturing and hands on experience with online tools, such as Google Analytics and Google Ads Display. Theories and concepts are drawn from a variety of sources to aid in students' understanding of the role the Internet plays in organisations' marketing efforts. This course prepares students for using digital marketing platforms and decision making in contemporary business practices.

The estimated workload breakdown for MKTG316 is:
Lectures 24
Weekly Tests 10
Final Exam 20
Group Assignment 26
Google Certifications 40
Lecture Preparation 30
Total 150 hours

Learning Outcomes

  • Understand, describe and apply the core concepts associated with digital marketing.
  • Demonstrate how to utilise the popular online marketing platforms, such as Google AdWords 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.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


(1) MKTG100, (2) A further 45 points at 200-level or above

Timetable Note

Lectures for MKTG316-23S2 are recorded using the ECHO360 lecture recording system.

Course Coordinator / Lecturer

Ekant Veer


Assessment Due Date Percentage  Description
Weekly Quizzes 20% Weekly Quizzes -Throughout
Proof of Google Certification 15 Sep 2023 10% Proof of Google Certification
Course Project 06 Oct 2023 30% Course Project
Final Examination 40% Final Examination

Textbooks / Resources

Stokes, R. (2018) eMarketing - The Essential Guide to Marketing in a Digital World, 6th edition:

Additional recommended readings are specified each week via Learn.

Indicative Fees

Domestic fee $868.00

International fee $4,075.00

* 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.

For further information see Management, Marketing and Tourism .

All MKTG316 Occurrences

  • MKTG316-23S2 (C) Semester Two 2023