MART466 Digital Marketing
COURSE OUTLINE
Semester One, 2016
Contents
Paper Description and Aims .............................................................................................................. 1
Learning Outcomes .......................................................................................................................... 1
Teaching Staff .................................................................................................................................. 1
Course Delivery ................................................................................................................................. 1
Expectations and Workload .............................................................................................................. 2
Assessment....................................................................................................................................... 2
Learning Outcomes....................................................................................................................... 3
Course Calendar................................................................................................................................ 3
MART466 Digital Marketing
Paper Description and Aims
This course is an introduction to the application of digital technology in marketing. It is designed to
provide students a deeper understanding of the digital marketing theories and online tools available
to marketers. The course aims to provide marketing graduates with highly sought after knowledge
and skills needed to work in a digital environment. Students do not need to have any technical
background to do this course.
Learning Outcomes
Upon successful completion of this paper, you should be able to
1)
Discuss the digital marketing literature and critically appraise the application of
digital technology to achieve marketing goals (Critical Thinking, Scholarship,
Communication).
2)
Apply marketing concepts and online tools to design digital marketing strategies
(Disciplinary Knowledge, Information Literacy)
3)
Establish links with the industry and manage client relationships (Communication,
Teamwork, Lifelong Learning).
Teaching Staff
Paper Coordinator /Lecturer
Name:
Dr Mathew Parackal
Office:
Co 6.34
Email:
mathew.parackal@otago.ac.nz
Office Hours: Monday 3.00pm to 4.00pm
You should contact the Paper Coordinator with any administrative enquiries about the paper, e.g.
tutorial changes, or requests for late submission of assignments.
Course Delivery
Lecture Day/Time: Wednesday 9.00am – 10.50am
Room: Co 6.26
Page 1
Expectations and Workload
MART466 is a 20 point paper and has a workload of 240 hours. As a result you should anticipate
spending an average on 18-20 hours per week on this subject for the duration of this 13 week
course.
Assessment
Campaign Plan - group project
The group project is to be done in groups of three and is built around the 2016 Google Online
Marketing Challenge. Each group will be required to develop a promotion campaign, using Google
Adwords, for a business or a concept of their own. Groups will be required to submit a campaign
plan for their chosen business or concept. The campaign plan is due on the 25th March 2016 via
Blackboard. On submitting the campaign plan, groups will be required to implement the campaign
over a period of three consecutive weeks.
Project Presentation
After completing the campaigns, groups will organise a seminar to present their achievements to
clients. The student seminars will be held on 18th, 25th May and 1st June 2016. All materials (power
point, handouts, audio/video) to be used in the seminar must be submitted for grading via
Blackboard prior to the presentation.
Academic article
Each student will be required to write an academic article. A list of topics will be announced on
Black board in the first week of May. A good article would be based on the review of 7‐10 current
articles. The maximum length for the article is five pages (this limit excludes the title page,
references, and appendices) with 1.5 line space. The academic article is due for grading on 31st May,
2016 via Blackboard.
Assessment
Due date
% of
final
grade
Campaign Plan (Group)
25 March
25
Project Presentation (Group)
Various
25
Academic Article (Individual)
31 May
50
Page 2
Learning Outcomes
Discuss the digital marketing literature and critically
appraise the application of digital technology to
achieve marketing goals
Apply marketing concepts and online tools to design
digital marketing strategies
2)
3)




25
25
Establish links with the industry and manage client
relationships
Percentage of final grade
Academic
Article
1)
Project
Presentation
Campaign Plan
Learning Outcome
50
Total
100%
Course Calendar
Lecture/
Tutorial
Number
Week Commencing*
Topic
1
29 Feb
Introduction to digital
marketing
2
7 March
Search engine marketing
3
14 March
Social media analytics
4
21 March
Keyword research
Readings
Mid Semester Break 28 March to 1 April
5
4 April
Adoption of technology – a
philosophical view
6
11 April
Digital marketing strategy
7
18 April
Relationship marketing
8
25 April
Establishing a virtual
presence
9
2 May
Online tools
10
9 May
Guest lecture
Page 3
Notes
Workshop
to
use SAS to
analyse social
media
Workshop
to
use SAS to
analyse social
media
11
16 May
Student seminar
12
23 May
Student seminar
13
30 May
Student seminar
* First week of Semester 1 is ACADEMIC WEEK 9
Lectures end Friday 3 June 2016
University Exam Period First Semester Begins 4 June 2016
End 22 June 2016
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