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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 an advanced examination of marketing practices on the Internet. MKTG316 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.Course WorkloadThe estimated workload breakdown for MKTG316 is:Lectures 24 hoursPreparation for Lectures and Independent Reading 30 hoursWeekly Quizzes 10 hoursGoogle Certification 40 hoursCourse Project Preparation 26 hoursFinal Exam Preparation 20 hoursTotal 150 hours
The objectives of the course are:Understand, describe and apply the core concepts associated with digital marketing; Demonstrate how to utilise 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.
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.
Biculturally competent and confident
Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
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
Lectures for MKTG316-22S2 are recorded using the ECHO360 lecture recording system.The workshop (2nd hour) will not be recorded.
Ekant Veer
GradingThe marks for assessments may be scaled before a final grade is determined. You should not regard 50% as a pass mark.
Stokes, Rob , Open Textbook Library; eMarketing : the essential guide to marketing in a digital world ; Independent, 2013.
The primary sources of course content in MKTG316 are the face-to-face lectures which determine the topics addressed in the assessment items. The recommended textbook supports the lectures by providing additional explanations of lecture content.Stokes, R. (2020) eMarketing - The Essential Guide to Marketing in a Digital World, 7th(2020) or 6th (2018) edition. The recommended textbook is available for open and free access. Additional recommended readings are specified each week via Learn.
LEARN Coversheets - Group and Individual
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA http://www.ucsa.org.nz/support/. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.Departmental Academic PoliciesThe Department assumes that you have read this document.You should also read the General Course and Examination RegulationsDishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.Citations and referencing
Domestic fee $845.00
International fee $3,975.00
* 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 .