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Faculty of Business and Law
School of Marketing
Unit Outline
MKTG3003 Digital Marketing Strategy
Trimester 3A, 2020
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Unit study package code:
MKTG3003
Mode of study:
Internal
Tuition pattern summary:
This unit does not have a fieldwork component.
Credit Value:
25.0
Pre-requisite units:
Nil
Co-requisite units:
Nil
Anti-requisite units:
Nil
Result type:
Grade/Mark
Approved incidental fees:
Information about approved incidental fees can be obtained from our website.
Visit fees.curtin.edu.au/incidental_fees.cfm for details.
Unit coordinator:
Title:
Name:
Phone:
Email:
Location:
Dr
Fazlul Rabbanee
+61 8 9266 7735
F.Rabbanee@curtin.edu.au
Building: 408 - Room: 2021
Teaching Staff:
Name:
Email:
Dennis Toh
dennis.toh@curtin.edu.au
Administrative contact:
Name:
Phone:
Email:
Location:
Jolyon Forsyth
08 9266 7755
J.Forsyth@cbs.curtin.edu.au
Building: 408 - Room: 2014
Learning Management System: Blackboard (lms.curtin.edu.au)
Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and
present. The Centre for Aboriginal Studies aspires to contribute to positive social change for Indigenous
Australians through higher education and research.
Syllabus
This unit introduces students to the world of digital marketing. It broadens understanding of the non-technical
aspects of the internet and its strategic marketing applications. The unit covers how the digital environment affects
marketing decisions through identifying web-based opportunities and threats for firms. Furthermore, the unit
focuses on major digital marketing tools and strategies (e.g., Google AdWords and Search Engine Optimization)
that a firm or brand can adopt to engage with consumers across their purchase journey using various digital
channels such as paid, owned, and earned media.
MKTG3003 Digital Marketing Strategy
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School of Marketing, Faculty of Business and Law
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Faculty of Business and Law
School of Marketing
Introduction
The Internet has emerged as a key platform to facilitate business and communication on a global basis. It
continues to grow at an exponential rate and is transforming the value chain of virtually every industry.
Today millions of commercial Internet sites are doing business around the globe.
This unit introduces students to a range of marketing uses of the Internet based on strategies developed
from academic research and practitioners' experience. The aims of the unit are to:
1. Introduce students to the strategic uses of the Internet.
2. Familiarise students with hands-on digital marketing tools and strategies of a firm or brand.
3. Discover and disseminate the ways in which the digital marketing tools can be integrated into
traditional marketing.
Unit Learning Outcomes
All graduates of Curtin University achieve a set of six Graduate Capabilities during their course of study. These
inform an employer that, through your studies, you have acquired discipline knowledge and a range of other skills
and capabilities which employers would value in a professional setting. Each unit in your course addresses the
Graduate Capabilities through a clearly identified set of learning outcomes. They form a vital part in the process
referred to as assurance of learning. The learning outcomes notify you of what you are expected to know,
understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully
designed to test your knowledge of one or more of the unit learning outcomes. On successfully completing all of
the assessments you will have achieved all of these learning outcomes.
Your course has been designed so that on graduating you will have achieved all of Curtin's Graduate Capabilities
through the assurance of learning processes in each unit.
On successful completion of this unit students can:
Graduate Capabilities
addressed
1 Understand the digital marketing context: internet based business models,
performance metrics and the role of strategic marketing planning
2 Apply strategies of segmenting, targeting, and positioning into a digital marketing
context
3 Understand major digital marketing channels and strategies to engage consumers
and assess their effectiveness
4 Apply marketing mix elements (product, price, place, and promotion) to the online
environment
Curtin's Graduate Capabilities
Apply discipline
knowledge, principles
and concepts
Innovative, creative and
entrepreneurial
Effective communicators
with digital competency
Globally engaged and
responsive
Culturally competent to engage
respectfully with local First Peoples
and other diverse cultures
Industry connected and
career capable
Find out more about Curtin's Graduate Capabilities at the Curtin Learning and Teaching website: clt.curtin.edu.au
Learning Activities
The primary learning activities of this unit include (but not limited to) listening pre-recorded lecture, reading
cases and articles, and watching videos assigned every week under pre-workshop and post workshop
activities. Besides, students are expected to participate in the weekly workshop activities, which are linked to
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Faculty of Business and Law
School of Marketing
the assessments of the unit.
The weekly pre-recorded lectures of this unit are devoted to covering the materials presented in the textbook
to provide necessary insights that students will require to successfully complete all the assignments of the
unit. Workshops will be largely based on discussion on weekly topics, assigned cases, reading materials and
the assessments with a specific focus on developing online media campaign using Google AdWords. Other
key topics to be covered in the unit include content marketing, e-mail marketing, SEO, SEM, social media
marketing and web analytics. It is important to prepare own self to attend the workshops in order to
keep abreast of how the lecture and other discussion materials will be applied to your group project and
individual assignments.
In addition, students will also learn through their works done in (a) one group project on a firm’s digital
marketing strategy (developing online media campaign using Google AdWords), and (b) two individual
assignments focusing on a firm's e-marketing plan and mapping consumer digital journey while buying a
product online. The details of these assessments are discussed later in this document.
Learning Resources
Recommended texts
You do not have to purchase the following textbooks but you may like to refer to them.
l
1. R. Frost, A. K. Fox and J. Strauss (2019) E-Marketing, Routledge, International Student Edition, 8th Edition.
(ISBN/ISSN: 978-1-138-58836-3).
2. D. Chaffey and PR Smith (2017), Digital Marketing Excellence: Planning, Optimizing and Integrating Online
Marketing, 5th Edition, Routledge Taylor & Francis Group.
(ISBN/ISSN: 978-1-138-19170-9 )
Other resources
For recent industry trend and update:
1. http://www.emarketer.com/Articles.aspx
2. http://www.pewinternet.org/
3. http://www.retailonlineintegration.com/
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School of Marketing
Assessment
Assessment policy exemptions
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There are no exemptions to the assessment policy
Assessment schedule
Task
1
2
Value
%
Date Due
Unit
Late
Assessment
Learning
Assessments Extensions
Outcome(s)
Accepted?* Considered?*
Assessed
E-marketing Plan
35%
Week: Week 6
Day: Friday
Time: 11.59 pm
1,2,4
Yes
Yes
Consumer digital journey map
30%
Week: Week 9
Day: Friday
Time: 11.59 pm
2,3,4
Yes
Yes
Online Media Campaign
35%
Week: Week 3, 11, 2,3,4
12
Day: During the
Workshop; Friday of
Week 12
Time: 11.59 pm
Yes
Yes
3
*Please refer to the Late Assessment and the Assessment Extension sections below for specific details and
conditions.
Detailed information on assessment tasks
1. E-marketing plan (35% of the unit mark) [Due on Friday (11.59 pm) of teaching week 6]
E-marketing plan is an individual assignment. For this assessment, you are required to select a firm or
brand with which you are familiar. The firm (local or international; small and medium enterpise would
be better) should have an active English website. You need to prepare an e-marketing plan for the
selected firm or brand. DO NOT select the same brand or firm that you will select for the AdWords
group project under the Online Media Campaign assessment. You should follow the marking
guide/rubric available under the assessment tab on the Blackboard; and, prepare e-marketing plan for
the selected firm accordingly. You are required to submit the assignment through Turitin in the
blackboard.
The length of the e-marketing plan should not be more than 10 pages (12 font; 1.5 line spacing; and 1
inch margin across all sides) excluding the cover page, table of contents, references and appendices.
Your write up beyond the first 10 pages will NOT be marked. Please note that there is no minimum
number of references for the assignment; all secondary materials that you use in the assignment must
be referenced appropriately.
The assignment will be checked through Turnitin for plagiarism monitoring. You will not be able to see
the Turnitin report; and first time submission will be considered as final submission. Penalties will be
applied for late submission.
2. Mapping Consumer Digital Journey (30% of the unit mark) [Due on Friday (11.59 pm) of teaching
week 9]
Mapping a consumer purchase journey is an effective method for marketers to improve consumer
user experiences. Mapping helps marketers diagnose relevant issues that are critical to target
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customers, and formulate innovative ways of delivering them a ‘optimal' experience. For this purpose,
marketers need to understand the steps (i.e. need recognition, awareness, research, evaluate,
purchase, pay and post purchase service) that consumers go through before purchasing a product
online or offline.
For this individual assessment, you are required to map your digital journey while purchasing a
product or service online. You need to select a brand, or a firm that has a significant online presence
(in English; local or international) in order to develop your map. If you are likely to interact with both
online and offline contexts throughout the purchasing process, please consider both while mapping
the journey. One of the key aspects of this report is to assess the selected firm's or brands's online
organic presence by running a SEO audit of its website (home page or any specific landing page) and
suggest for its improvement. You are required to prepare a report covering the following key issues –
a.
b.
c.
d.
e.
f.
General introduction about the product or service, its nature, and targeted customers of
the firm.
Create a map (e.g. a diagram or flowchart) that shows your journey from need recognition to
post purchase service that you have received from the selected brand or company. Specify each
TOUCH POINT of your journey in the diagram.
Critically discuss how the brand or firm uses various digital marketing channels and tools such
as company owned and earned media including social media content, emails, AdWords, etc. in
each step of your journey. Your critical discussion should include both positive experiences and
negative experiences that you had with the firm’s online presence. Your discussion should also
include the interaction of online and offline context if you have used both the platforms (online
and offline) while purchasing the product or service (i.e. specify the TOUCH POINTS when you
have gone offline and justify).
Run an Onsite SEO Audit of the home page or any specific landing page of the selected website
using an open access/free SEO Audit software and discuss the key issues of the output.
Recommend any useful digital marketing tools that the firm may use to make users' online
purchase journey more rewarding. Also, suggest relevant onsite SEO efforts, improved key
words and contents that the firm may adopt for the optimization of the home/landing page.
Your recommendation may be based on other competitor firms' practices within the industry.
Please DO NOT select the same brand or firm that you will select for Online Media Campaign i.e.,
AdWords group project. The length of the assessment should not be more than 10 pages (12 font; 1.5
line space; and 1 inch margin in all sides) excluding the cover page, table of contents, references and
appendices. Your write up beyond first 10 pages will NOT be marked. Please note that there is no
minimum number of references for the assignment; all secondary materials that you use in the
assignment must be referenced appropriately.
You are required to submit the assessment through blackboard. The submitted assignment will be
transferred to Turnitin automatically for plagiarism monitoring. Students will not be able to see
the Turnitin report; and, first time submission will be considered as final submission. Penalties will be
applied for late submission.
You should follow the marking guide/rubric available under the assessment tab on the
Blackboard; and, prepare the assignment accordingly.
3. Online Media Campaign (35% of the unit mark)
Online Media Campaign is a group assessment where you are required to prepare an online
advertising campaign for a company using Google AdWords. Under the guidance of the lecturer/tutor,
you need to form a group of 3-4 students of your class during the first tutorial. You need to select a
local small or medium enterprise which has an active English website. Please do not select any financial
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School of Marketing
organization or any business such as insurance, law firms, debt consolidation, drug, or something
similar.
Also, please note that running a real time campaign for a client is optional. If any team wishes to do
so, they are most welcome and the team(s) needs to be in touch with the local lecturer or tutor for
guidance. The team can reflect its campaign results during the group presentation in week 11. The unit
coordinator is in the process of collaborating with some industry clients, and if it is successful then you
will have the opportunity to work with a realtime industry. In that case, you need to develop live
campaign for the selected client. The group project consists of the following tasks:
A) Group contact - Due in week 3 (during the workshop)
All group members should plan and discuss how the group will work. Share all the members’ contact
phone and/or email addresses to one another. On a separate document, please submit the same
information to your tutor along with the following information:
l Write down the first and last name of each team member along with the student ID and email
address. Also, please indicate who is the team leader?
l Provide the name of the firm that your group has selected along with its web link. Outline
tentative objectives of the campaign i.e. is it to create awareness or to increase number of
visitors in the website or to promote the recent discount offer?
B) Developing a campaign (with 3 or 4 ad groups; 9 or 12 text ads) for the firm in Google
AdWords
Each group is expected to develop a campaign (with numerous text ads) for the selected firm using
Google AdWords. Each group is expected to do the following activities –
l Open an AdWords account for the group and share its credentials such as email, and password
among all the group members.
l Develop at least one campaign including 3 or 4 adgroups and 9 or 12 text ads (3 text ads per
adgroup). EACH MEMBER OF THE GROUP WILL BE RESPONSIBLE FOR ONE ADGROUP AND
DEVELOPING AT LEAST 3 TEXT ADS FOR HIS/HER ADGROUP.
l Please note that it is NOT mandatory to make your ads live.
C) Preparing and Submitting a Campaign Report (28% of the unit mark) [Due on Friday (11.59
pm) of teaching week 12]
You are expected to prepare a campaign report describing ‘what’ and ‘why’ aspect of the campaign, ad
groups and the text ads that you have developed. The ‘why’ aspect of these ads should be in line with
campaign objectives. The specific structure of the campaign report is shown below –
(i) Client Overview (4%, about one page)
The client overview can be considered as the foundation of the proposed AdWords strategy. This
section should provide a brief overview of the client and its marketing. Client profile should include
name, location, goods and/or services offered, key online marketing strategy, URL, overview of the
website management, social media such as Facebook, firm’s online presence and sales via online and
offline channels, and other relevant information.
(ii) Market Analysis (5%; about one page)
Market analysis should include the current and potential customers; current and potential competitors;
overview of the industry (key characteristics of the industry e.g., extent of competition, mature market,
etc.); projected and historical online spending for the industry; market position; unique selling
propositions of the goods/services offered; seasonality of their goods/services or seasonality that the
company has identified; other relevant market information.
(iii) AdWords Strategy [16% (3% - 4% for each ad group); about four pages; about one page per
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ad group]
Based on an analysis of the client, its website and marketing, each team should develop an appropriate
AdWords Strategy and metrics for its campaign. The proposed strategy should include:
l Adgroups and the rationale for each adgroup
l At least three optimized text ads for an adgroup with explanation of how, why and what best
practice techniques were used
l Keywords and negative keywords for each adgroup
l Headline, USP, action line and description line for each text ad
l Target audience settings
l Daily and weekly plans for spending their campaign budget
l Keyword bidding
l Geo-targeting
l Goals for impressions, clicks, CPC and CTR
l Proposed success metrics and link to campaign objectives
l Other relevant information
l Conclusion
iv) Quality of Written Communication (3% of the unit mark)
The AdWords campaign report should have a logical flow, easy to follow, and should not include any
grammatical errors.
You are required to submit the AdWords group project report through Blackboard on or before the
due date. Late penalties will be applied if any of the groups are late in submitting the report.
D) Presentation of the Campaign Report (5% of the unit mark) (Due in teaching week 11,
during the workshop)
This presentation will give you an opprotunity to simulate it to a client in terms of what you did in
your AdWords campaign. Each group will have 10-15 minutes to present and 5 minutes for Q & A.
For online workshops, each group should prepare the power point and record their presentation in the
PPT slides before sending it to the respective tutors/local lecturers. Your presentation should include
the following points:
l Your client and industry context
l Your campaign objectives
l Your ad groups, major keywords and negative key words, and how the ad groups differ from
one another
l Three text ads for each adgroups and how the text ads are different from one another
l Your budget and bidding strategy.
l Q & A
E) Peer Evaluation (2% of the unit mark)
Before you submit the final report, each team member should review the work done by their team
members using the given peer evaluation form avaialable on Blackboard. Please submit your peer
evaluation to your tutor or local lecturer during your team presentation in the class. The last day of
submitting the peer-evaluation to your tutor or local lecturer is Friday of week 12.
Each group member is expected to contribute equally to the group project. Otherwise, group
members’ marks will vary based on peer evaluation and the quality of work for the respective ad
group that the members are dealing with both in the campaign report and presentation.
Report Format: The length of the Online Campaign (AdWords) group report should not be more
than 8 pages (12 font; 1.5 line space, 1 inch margin in all side).
The report will be checked through Turnitin for plagiarism monitoring. You will not be able to see
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School of Marketing
the Turnitin report; and first time submission will be considered as final submission. Penalties will be
applied for late submission.
Thus the breakdown of the marks for this group project is as below:
Campaign Report = 28% [Client overview(4%)+Market Analysis(5%)+AdWords Strategy(16%)
+ Written Communication(3%)]
Presentation
= 5%
Peer Evaluation
= 2%
Total
= 35%
You should follow the marking guide/rubric available under the assessment tab on the
Blackboard; and, prepare the campaign report accordingly.
Pass requirements
In order to pass this unit, you must achieve an overall mark equal to or above 50%.
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Assessment Moderation
Fair assessment through moderation
Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning
outcomes, and that students work is evaluated consistently by assessors. Minimum standards for the moderation
of assessments are described in the Assessment and Student Progression Manual, available from
policies.curtin.edu.au/findapolicy/
Pre-marking moderation
Pre-Marking Moderation
When: This is done in the period leading up to the assessment due date
What is done? [As appropriate for the unit]
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Assessments tasks are reviewed by a co-examiner
Assessment task details are given in the Unit Outline
Marking guides or assessment rubrics are made available to students (“marking criteria”)
Markers collaborate to achieve consensus of the task and grading procedures to ensure your work will be
fairly graded and is consistent with other students across all locations
Any threats to assessment integrity and security will addressed as required.
Intra-marking / Post-marking moderation
Intra-Marking Moderation
When: This is done during the time of the grading process.
What is done? [As appropriate for the unit]
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The Unit Coordinator is responsible for the management of marking/ grading, moderation, and submission
of results and finalisation of grades.
The Unit Coordinator meets with markers to ensure all markers have the same understanding of marking
and feedback expectations.
Marking guides/rubrics are used wherever possible to minimise variation across the marking team.
Post-Marking Moderation
When: This is done after completion of the grading process.
What is done? [As appropriate for the unit]
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Grades are re-checked by ‘Check Second marking’ in which a random sample of student work is doublechecked for consistency against marking criteria.
For borderline grades (just above/below a pass mark), grades are double checked to ensure they are
correct and consistent against marking criteria.
Very high and very low grades are double checked to ensure they are correct and consistent against
marking criteria.
A sample of work may be moderated by markers outside of the teaching/marking team.
The UC meets with the grading team to confirm the fairness and consistency of the marking process.
Late assessment
Where the submission of a late assessment is permitted, late penalties will be consistently applied in this unit.
Where a late assessment is permitted for an assessment item or the entirety of the unit (refer to the Assessment
Schedule table in this Unit Outline) and the student does not have an approved assessment extension:
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1.
2.
3.
For assessment items submitted within the first 24 hours after the due date/time, students will be penalised
by a deduction of 5% of the total marks allocated for the assessment task;
For each additional 24 hour period commenced an additional penalty of 10% of the total marks allocated
for the assessment item will be deducted; and
Assessment items submitted more than 168 hours late (7 calendar days) will receive a mark of zero.
Where late assessment is NOT permitted for an assessment item or the entirety of the unit (refer to the
Assessment Schedule table in this Unit Outline) and the student does not have an approved assessment extension:
1.
All assessment items submitted after the due date/time will receive a mark of zero.
Assessment extension
Where an application for an assessment extension is permitted for an assessment item(s) within this unit (refer to
the Assessment Schedule table in this Unit Outline):
1.
2.
3.
4.
A student who is unable to complete an assessment item by/on the due date/time as a result of exceptional
circumstances beyond the student’s control, may apply for an assessment extension on the Assessment
Extension Application Form as prescribed by the Academic Registrar. The form is available on the Forms
page at https://students.curtin.edu.au/essentials/forms-documents/forms/ and also within the student’s
OASIS (My Studies tab – Quick Forms) account.
The student will be expected to submit their application for an Assessment Extension with supporting
documentation:
a. Australian Campuses: via the online form
b. Offshore campuses: to the School representative nominated below
Timely submission of this information supports the assessment process. For applications that are declined,
delayed submission may have significant ramifications on the possible marks awarded.
An application may be accepted up to five working days after the due date/time of the assessment item
where the student is able to provide a verifiable explanation as to why they were not able to submit the
application prior to the assessment due date/time
Where an application for an assessment extension is NOT permitted for an assessment item(s) within this unit
(refer to the Assessment Schedule table in this Unit Outline):
1.
All assessment items submitted after the due date/time will be subject to late penalties or receive a mark of
zero depending on the unit permitting late assessment submissions.
For final exam extensions please contact CBS.Marketing.Students@curtin.edu.au.
For all other assessment extensions please contact your Unit Coordinator. Page one of this unit outline has their
details.
Deferred assessments
If your results show that you have been granted a deferred assessment you should immediately check OASIS for
details.
Deferred examinations/tests will be held from 13/07/2020 to 24/07/2020 . Notification to students will be made
after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.
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Further assessment
Further assessments, if granted by the Board of Examiners, will be held between 13/07/2020 and 24/07/2020 .
Notification to students will be made after the Board of Examiners meeting via the Official Communications
Channel in OASIS.
It is the responsibility of the student to be available to complete the requirements of a further assessment. If your
results show that you have been granted a further assessment you should immediately check OASIS for details.
Reasonable adjustments for students with disabilities/health circumstances likely to impact on
studies
A Curtin Access Plan (CAP) is a document that outlines the type and level of support required by a student with a
disability or health condition to have equitable access to their studies at Curtin. Carers for people with disability
may also be eligible for support. This support can include alternative exam or test arrangements, study materials
in accessible formats, access to Curtin's facilities and services or other support as discussed with an advisor from
AccessAbility Services.
Documentation is required from your treating Health Professional to confirm your health circumstances or carer
responsibilities.
If you think you may be eligible for a CAP, please contact AccessAbility Services. If you already have a CAP please
provide it to the Unit Coordinator in week 1 of each study period.
Referencing style
The referencing style for this unit is APA 7th Ed.
More information can be found on this style from the Library web site:
http://libguides.library.curtin.edu.au/referencing.
Privacy
As part of a learning or assessment activity, or class participation, your image or voice may be recorded or
transmitted by equipment and systems operated by Curtin University. Transmission may be to other venues on
campus or to others both in Australia and overseas.
Your image or voice may also be recorded by students on personal equipment for individual or group study or
assessment purposes. Such recordings may not be reproduced or uploaded to a publicly accessible web
environment. If you wish to make such recordings for study purposes as a courtesy you should always seek the
permission of those who are impacted by the recording.
Recording of classes or course materials may not be exchanged or distributed for commercial purposes, for
compensation, or for any other purpose other than personal study for the enrolled students in the unit. Breach of
this may subject a student to disciplinary action under Statute No 10 – Student Disciplinary Statute.
If you wish to discuss this please talk to your Unit Coordinator.
Copyright
The course material for this unit is provided to you for your own research and study only. It is subject to
copyright. It is a copyright infringement to make this material available on third party websites.
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Academic Integrity (including plagiarism and cheating)
Academic Integrity
Curtin's Student Charter, Academic Integrity Program (AIP), and core Values guide expectations regarding student
behaviour and responsibilities. Information on these topics can be found on the Student Essentials Website or the
Academic Integrity tab in Blackboard.
Academic Integrity Warnings
An Academic Integrity Warning may be issued to a New-to-Curtin student if they have inadequately acknowledged
sources or collaborated inappropriately. The Management of Academic Integrity Warnings for New to Curtin
Students Procedures provide further information and explain who is considered to be New-to-Curtin.
Academic Misconduct
Students with an academic breach that do not meet the New-to-Curtin criteria will be managed through the
misconduct process. Academic Misconduct means conduct by a student that is dishonest or unfair in connection
with any academic work. This includes all types of plagiarism, cheating, collusion, falsification or fabrication of data
or other content, and Academic Misconduct Other, such as falsifying medical certificates for extension. More
details can be found on the Student Essentials Website or on the Academic Integrity Website.
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Misconduct Rules.
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Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning
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You may also require a computer or mobile device for preparing and submitting your work.
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Curtin Connect IT Support is available by phone (Phone: 1300 222 888)
For on campus Abacus lab assistance please call the IT Service Desk on 08 9266 9000 option 2, or email
service.desk@curtin.edu.au
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email’. Click ‘Office 365’ in the top left corner of the page. Select ‘Install Office’ and follow the prompts.
For general ICT assistance, in the first instance please contact OASIS Student Support:
oasisapps.curtin.edu.au/help/general/support.cfm
For specific assistance with any of the items listed below, please contact The Learning Centre:
life.curtin.edu.au/learning-support/learning_centre.htm
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Using Blackboard, the I Drive and Back-Up files
Introduction to PowerPoint, Word and Excel
MKTG3003 Digital Marketing Strategy
Singapore Campus
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School of Marketing, Faculty of Business and Law
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Faculty of Business and Law
School of Marketing
Additional information
Enrolment
It is your responsibility to ensure that your enrolment is correct - you can check your enrolment through the
eStudent option on OASIS, where you can also print an Enrolment Advice.
Student Rights and Responsibilities
It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to
their rights and responsibilities as a student. These include:
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the Student Charter
Values and Signature Behaviours
the University's policy and statements on plagiarism and academic integrity
copyright principles and responsibilities
the University's policies on appropriate use of software and computer facilities
Information on all of the above is available through the University's "Student Rights and Responsibilities" website
at: students.curtin.edu.au/rights.
Student Equity
There are a number of factors that might disadvantage some students from participating in their studies or
assessments to the best of their ability, under standard conditions. These factors may include a disability or
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you may be unfairly disadvantaged on these or other grounds please contact the appropriate service below. It is
important to note that the staff of the University may not be able to meet your needs if they are not informed of
your individual circumstances, so please get in touch with the appropriate service if you require assistance.
To discuss your needs in relation to:
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Disability or medical conditions, contact AccessAbility Services: https://students.curtin.edu.au/personalsupport/disability/
Elite athletes, contact Elite Athlete Coordinator: https://stadium.curtin.edu.au/sport/academy/elite-athleteprogram/
All other grounds, contact the Student Wellbeing Advisory Service: https://students.curtin.edu.au/personalsupport/counselling-guidance/wellbeing/
Recent unit changes
Students are encouraged to provide unit feedback through eVALUate, Curtin's online student feedback system.
For more information about eVALUate, please refer to evaluate.curtin.edu.au/info/.
To view previous student feedback about this unit, search for the Unit Summary Report at
https://evaluate.curtin.edu.au/student/unit_search.cfm. See
https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.
Recent changes to this unit include:
Changes are made to one of the assessments and supplementary materials of the weekly workshop activities.
MKTG3003 Digital Marketing Strategy
Singapore Campus
26 Oct 2020
School of Marketing, Faculty of Business and Law
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Faculty of Business and Law
School of Marketing
Program calendar
Teaching
Week
1
Lecture Topics
Assessment Due
Workshop Activities
Introduction to the unit
Introduction to Digital
Marketing
Discussion on relevant topics of the week:
E-markets –
Environmental and
Global Issues
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E- marketing plan
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Options for digital communication with consumers
Factors causing digital marketing sloppiness
E-marketing environment
Initiate group formation for online media campaign
Select a firm for e-marketing plan
2
Discussion on the pre-workshop activities
Digital Marketing Tools
– Website, Google
AdWords, Google
Analytics, AdSense.
Review of digital marketing tools
Discussion on the weekly topics:
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SOSTAC Planning Framework
RACE Planning Framework
Initiate AdWords Group Project
Selection of firms for e-marketing plan and AdWords
group project
Discuss the e-marketing environment of the selected firms
3
Segmentation,
Targeting,
Differentiation and
Positioning Strategies
Group Contact Info
Discussion on the pre-workshop activities
Discussion on weekly topics and case
Segmenting, targeting, differentiation and positioning
strategies of the firms selected for e-marketing plan
AdWords group project:
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4
Discuss the second assessment; Online media
campaign and Google AdWords;
Opening a Google AdWords account individually.
Remix the Marketing Mix:
Discussion on the pre-workshop activities
Online Product Strategy
Discussion on weekly topics: Content Marketing
Online Pricing Strategy
Product and pricing strategies of the firms selected for emarketing plan
AdWords video and discussion on – Campaign, Ad Group
and Text Ad; Key Words Types
Each member of a group will select his / her adgroup
5
Remix the Marketing
Mix:
Internet for Distribution
Online Promotion
Strategies: Basics of
Paid, Earned and Owned
media
MKTG3003 Digital Marketing Strategy
Singapore Campus
26 Oct 2020
School of Marketing, Faculty of Business and Law
Discussion on the pre-workshop activities
Conventional Integrated Marketing Communication
(IMC) vs Digital promotion strategies
Discussion on weekly topic: Email Marketing
Distribution and promotion strategies of the firms selected
for e-marketing plan and AdWords group project.
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Faculty of Business and Law
School of Marketing
Q & A for e-marketing plan – 4 P strategies, evaluating
performance and budget
AdWords video and discussion on – Key words planning;
Components of an effective text ad
6
Paid Media - Buying
Digital Media Space
E-marketing
plan submission
Discussion on the pre-workshop activities
Discussion/activity on selected topic:
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Formats of digital advertising
Facebook Advertising
Developing text ad in AdWords – Each member of the
group to develop 1 adgroup and 3 text ad.
Q & A for e-marketing plan
7
Online Consumer
Behaviour and
Experience
Relationship Marketing in
Online
Discussion on the pre-workshop activities
Discussion on weekly topics:
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Customer User Experience
Online Relationship Building and Loyalty
Introduction to SEM and SEO; Run a sample SEO
audit
Review of Online Buying Process and Mapping Consumer
Digital Journey
How SEO & SEM help the firm to offer a positive online
user experience
Identify touch points in the process of purchasing from a
selected firm
Map the steps in the process and comment
AdWords Group Project work:
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8
Planning and Developing
a Website
Website Content and
Traffic Building
How to understand that the AdWords campaign is
running?
Each member of a group review therr ad group and
text ads relating to other members of the group
Discussion on Preworkshop activities
Discussion on selected weekly topics:
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SEO and traffic building
Improving search engine ranking through SEO
Usability & convertibility of a website
Basics of HTML Coding - video resources
Examine selected websites critically from a SEO viewpoint
and comment. Discuss a sample SEO Audit report.
Group Project Activities: Understanding quality score and
ad rank in AdWords, Tweaking and optimizing
AdWords account (Video).
MKTG3003 Digital Marketing Strategy
Singapore Campus
26 Oct 2020
School of Marketing, Faculty of Business and Law
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Faculty of Business and Law
School of Marketing
Q & A - mapping digital journey
9
Customer Engagement
through Social Media
Mapping consumer
digital journey
submission
Discussion on Preworkshop activities
Discussion/activity on selected topic:
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Customer engagement through social media
Social media marketing (SMM): Goals and KPI
Other Activities:
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10
Regarding Assessment 3: Select a brand or online
retail company of your choice and explore its online
presence across various social media sites.
Think about your typical online purchase process.
Identify the touch points if you are to buy the
selected brand online Map all the relevant steps in
this regard and discuss.
Discuss how the firm is keeping you invovled in its
various online channels and thus influence you to
buy or recommend it to others. Discuss the pros
and cons of the firms' strategies (based on SEO &
SEM) and share your thoughts with your friends.
AdWords video - Tweaking and optimizing
AdWords account
Discussion/activity on selected topics:
Evaluation and
Improvement of Digital
Channel Performance
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E-marketing
performance metrics
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Key performance metrics
KPI and Web Analytics
Introducing Google Data Studio for reporting
Review of AdWords text ads, their headlines, USPs, action
lines, and description lines; and,
Guidelines for the presentation
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Legal and Ethical Issues
Online
AdWords Group
Presentations
Online Campaign (AdWords) Group Presentation
AdWords Group
Project Report
Wrap-up
Online Marketing
Research
12
Review of the unit
submission
Q & A – Online Campaign (AdWords) Group
Project Report
Submission of Online Campaign (AdWords) Group Project
Report
Submission of the peer review
Peer Review
MKTG3003 Digital Marketing Strategy
Singapore Campus
26 Oct 2020
School of Marketing, Faculty of Business and Law
Page: 16 of 16
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
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