MKTG316-24S2 (C) Semester Two 2024

Digital Marketing

15 points

Start Date: Monday, 15 July 2024
End Date: Sunday, 10 November 2024
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 28 July 2024
  • Without academic penalty (including no fee refund): Sunday, 29 September 2024


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.

Learning Outcomes

The objectives of the course are:
1. Understand, describe and apply the core concepts associated with digital marketing.
2. Demonstrate how to utilise the popular online marketing platforms, such as Google AdWords and Google Analytics, to make business decisions.
3. Critique the impact of digital marketing on business decision making and on business outcomes.
4. Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation.
5. Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.


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

Timetable 2024

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Thursday 16:00 - 18:00 C3 Lecture Theatre
15 Jul - 25 Aug
9 Sep - 20 Oct

Timetable Note

Lectures for MKTG316-24S2 are recorded using the ECHO360 lecture recording system.

Course Coordinator / Lecturer

Ekant Veer


Assessment Due Date Percentage  Description
Weekly Quizzes 20% Weekly Quizzes
Proof of Google Certification 10% Proof of Google Certification
Course Project 30% Course Project
Final Examination 40% Final Examination

To pass this course you must not only achieve a final grade of 50% or higher, but also achieve a weighted average grade of at least 45% across all invigilated assessments. Please refer to here for further information.

Assessment In Te Reo Māori
In recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:

Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.

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.

Course links


Indicative Fees

Domestic fee $893.00

International fee $4,200.00

* 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

  • MKTG316-24S2 (C) Semester Two 2024