This unit covers the area of digital and social media marketing. Businesses are increasingly confronted with the need to adapt to a real-time digital environment. This unit focuses on providing students with a comprehensive understanding of the evolution and the role of traditional advertising versus digital advertising. You will learn the fundamental of digital and social media marketing and learn how to develop digital marketing strategies to create engaging and effective marketing content. This approach to digital and social media marketing planning considers the strategic use of a range of media.
In undertaking this unit, you will focus on a digital and social media marketing approach to marketing communications that considers how the integration of messages may achieve maximum impact, primarily through the coordinated use of a range of traditional and digital advertising tools (e.g. Facebook, Instagram, LinkedIn, TikTok, Pinterest, and more).
The course is placed in the context of more digital and social media marketing issues faced by organisations of all sizes including the establishment of objectives, budgeting and organising for effective coordination and delivery of digital promotional messages.
You will find that understanding the complexities and issues involved in digital and social media marketing will be of value to you when making both marketing and general business decisions in the future.
|Unit name||Digital and Social Media Marketing|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Kevin Swarts|
|Available as an elective?||Yes|
|Delivered By||University of Tasmania and Third Party (Universal College of Higher Education Hong Kong)|
|Location||Study period||Attendance options||Available to|
|Launceston||Accelerated Study Period 2||On-Campus||International||Domestic|
|Online||Accelerated Study Period 2||Off-Campus||International||Domestic|
|Hong Kong Universal Ed||Semester 1||On-Campus||International|
- International students
- Domestic students
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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.
|Study Period||Start date||Census date||WW date||End date|
|Accelerated Study Period 2||22/5/2023||14/6/2023||6/7/2023||20/8/2023|
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).
Unit census dates currently displaying for 2023 are indicative and subject to change. Finalised census dates for 2023 will be available from the 1st October 2022. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- Apply digital and social media marketing theory to marketing problems.
- Create an effective social media campaign in a business context.
- Evaluate digital marketing strategy using contemporary marketing theory and practice.
|Field of Education||Commencing Student Contribution 1||Grandfathered Student Contribution 1||Approved Pathway Course Student Contribution 2||Domestic Full Fee|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
PrerequisitesBMA151 or BMA251 or ZAA104 or ZAA134
Distance students will have access to a weekly lecture recordings available on MyLO.
Students enrolled in distance mode are expected to undertake the workshop activities as self-directed learning but will need to ensure that they keep up to date with the weekly material supplied. Students will have access to a weekly workshop video recording available on MyLO. The recording will discuss the key points students should concentrate on when working through the workshop activities. Note that there are no set-time (i.e., ‘live’) online workshops for this unit.
|Assessment||Briefing Note (25%)|Social Media Simulation (35%)|Digital Marketing Audit (40%)|
|Timetable||View the lecture timetable | View the full unit timetable|
Required readings will be listed in the unit outline prior to the start of classes.
Larson & Draper 2022, Digital Marketing Essentials
|Links||Booktopia textbook finder|
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.