Program Overview

Macquarie University Program: MKTG3006 Digital Marketing

Overview

The MKTG3006 Digital Marketing program at Macquarie University is designed to develop students' knowledge and skills in digital marketing. The program focuses on key concepts and frameworks used in digital marketing strategy, implementation, and practice, with attention given to the use of contemporary digital marketing applications in value creation, customer acquisition, customer retention, and development.

General Information

• Unit Convenor and Teaching Staff: Lay Peng Tan
• Credit Points: 10
• Prerequisites: 130cp at 1000 level or above, including MKTG1003
• Corequisites: None
• Co-badged Status: None
• Unit Description: Business today is increasingly confronted with the need to participate in and manage a real-time digital environment. Marketers are expected to adopt digital mindsets and be fluent with digital business strategies. Such understanding and skills help them to take advantage of digital technologies to gain a competitive advantage.

Learning Outcomes

On successful completion of this unit, students will be able to:

• Critically apply the theories and concepts underpinning digital marketing.
• Critically analyse and evaluate the digital marketing strategies of a business.
• Design digital marketing strategies to launch and grow a digital business and communicate the strategies in a professional manner to the audience, individually and in collaboration.

Assessment Tasks

• Practice-Based Tasks: 45%, due Week 2 to 13
• Competitive Analysis Report: 30%, due 11/04/2025
• Digital Marketing Project: 25%, due Week 13

Practice-Based Tasks

• Assessment Type: Practice-based task
• Indicative Time on Task: 30 hours
• Due: Week 2 to 13
• Weighting: 45% Multiple practice-based assessment tasks will be given throughout the semester. Some of these are take-home tasks, others are to be completed during the tutorials.

Competitive Analysis Report

• Assessment Type: Report
• Indicative Time on Task: 25 hours
• Due: 11/04/2025
• Weighting: 30% This is an individual assessment wherein students must complete a written competitive analysis report (2,000 words). Students' in-depth understanding of the competitive landscape will inform their digital marketing strategies in the group project.

Digital Marketing Project

• Assessment Type: Project
• Indicative Time on Task: 20 hours
• Due: Week 13
• Weighting: 25% The project is designed to provide students with insights into how marketing technologies, tools, and applications can be used to develop digital marketing strategy. Working in groups, students will design digital marketing strategies to support the launch of a new digital business and communicate the strategies in a professional manner to the audience.

Delivery and Resources

• Delivery Format: The unit is delivered in a combination of weekly pre-recorded lectures that students must watch, prior to a 1.5 hour weekly tutorial. Students are also expected to attend four in-person, on-campus industry guest lectures.
• Technology Needs: Students are expected to bring their own laptops to the weekly tutorials. The use of a laptop with internet is required to access iLearn for course materials, to complete learning activities, and to submit completed tasks during tutorials.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:

• Academic Appeals Policy
• Academic Integrity Policy
• Academic Progression Policy
• Assessment Policy
• Fitness to Practice Procedure
• Assessment Procedure
• Complaints Resolution Procedure for Students and Members of the Public
• Special Consideration Policy

Changes from Previous Offering

Key changes from the previous offering include:

1. Students are expected to attend four in-person, on-campus industry guest lectures.
2. Assessments: A1T1 Practice-based Tasks, total 45%. A3 consists of a group recorded video, 25%.