Digital Marketing

Subject MKTG90019 (2016)

Note: This is an archived Handbook entry from 2016.

Credit Points: 6.25
Level: 9 (Graduate/Postgraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2016:

May, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 23-May-2016 to 24-May-2016
Assessment Period End 26-Jun-2016
Last date to Self-Enrol 23-May-2016
Census Date 03-Jun-2016
Last date to Withdraw without fail 17-Jun-2016

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 16 hours (intensive)
Total Time Commitment:

In addition to face-to-face teaching time of 16 hours, students should expect to undertake a minimum of 85 hours research, reading, writing and general study to complete this subject successfully.

Prerequisites: None
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Overview, Objectives, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this course are encouraged to discuss this matter with the Student Equity and Disability Support Team:


Melbourne Business School

Subject Overview:

Marketing has undergone a dramatic transformation with the emergence of social networks and internet mobilization. In this two-day workshop you'll learn how to engage customers and increase ROI across paid, owned & earned media. This subject is designed for:

  • Marketers who have some experience in digital but would like to further develop their skills;
  • Marketers who are new to digital marketing and would like to understand the opportunities; and
  • Business people who need to understand how to leverage digital across a variety of channels.
Learning Outcomes:

On successful completion of this program, students should be able to:

  • analyse problems associated with corporate internet integration and be capable of generating appropriate solutions;
  • conceptualise and implement internet marketing campaigns;
  • understand the concept of web analytics and be able to interpret key statistics;
  • understand how web analytics may be used to guide internet strategy;
  • understand the potential of social media to marketers.


2500 word essay (100%) due four weeks after the subject is completed

Prescribed Texts:


Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

  • Know how to develop an IT strategies to solve problems
  • Know how to develop an effective on-line communication plan.
  • Know what questions to ask IT specialists
  • Critical analytical and thinking and problem solving skills

Links to further information:
Related Course(s): Specialist Certificate in Strategic Marketing

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