The increasing use of the Internet and other digital media by both business and
consumers is having a significant effect on business globally. For consumers,
information and communication technologies (ICT) provide more information,
convenience, and a wider range of, and access to, product choices. For businesses, ICT
provides new channels to market their products, new ways to build and establish
value-creating relationships with their customers, as well as opportunities to expand
into new markets. However, due to the rapid evolution of digital technologies, the businesses are increasingly confronted with the need to participate and manage their marketing mix in a real-time, ever-changing digital environment. Hence it is imperative for businesses to be able to take advantages of the digital technologies as a means to sharpen their competitive advantages and marketing strategies.
The focus of this unit is on developing students’ knowledge of digital and direct
marketing as a strategic element of the marketing mix. It will develop students’
knowledge of key concepts, principles, and models needed to strategically manage
digital and direct marketing in both B2B and B2C marketing contexts. The unit will develop
students’ knowledge of when and how to use the various methods of digital and direct
marketing at different stages of marketing strategy. The unit will develop students’
knowledge and ability to creatively plan, effectively implement, and critically evaluate
the performance of different digital and direct marketing strategies.
|Unit name||Digital and Social Media Marketing|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Xuesong (Marcus) Bai|
|Available as student elective?||No|
|Delivered By||University of Tasmania|
|Location||Study period||Attendance options||Available to|
|Hobart||Semester 1||On-Campus||Off-Campus||International International||Domestic Domestic|
- International students
- Domestic students
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|Study Period||Start date||Census date||WW date||End date|
* 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 (see withdrawal dates explained for more information).
Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- Explain the key concepts and evaluate the methods of contemporary digital and direct marketing as applied to both B2B and B2C contexts
- Demonstrate cognitive knowledge of the skills required in identifying, analysing, assessing and implementing digital business and market opportunities.
- Design and evaluate a E-business and marketing plan for innovative and revolutionary digital business models.
|Field of Education||Commencing Student Contribution 1||Grandfathered Student Contribution 1||Approved Pathway Course Student Contribution 2||Domestic Full Fee|
- Available as a Commonwealth Supported Place
- HECS-HELP is available on this unit, depending on your eligibility3
- FEE-HELP is available on this unit, depending on your eligibility4
1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
3 Please refer here for eligibility for HECS-HELP
4 Please refer here for eligibility for FEE-HELP
Please note: international students should refer to this page to get an indicative course cost.
|Assessment||Presentation (30%)|Case Study (30%)|Plan (40%)|
|Timetable||View the lecture timetable | View the full unit timetable|
Stokes, R. 2018. eMarketing: The essential guide to marketing in a digital world, The Red & Yellow Creative School of Business, Cape Town, South Africa.
Coker, B. 2016. Going viral: The 9 secrets of irresistible marketing, Pearson, UK.
Laudon, KC & Traver, CG 2013, E-commerce: business, technology, society, Pearson, England.
Power, R & Chaffey, D 2012, Brilliant B2B digital marketing, Smart Insights Marketing Intelligence, England.
Leake, W, Ginty, M & Vaccarello, L 2012, Complete B2B online marketing, John Wiley & Sons, Canada.
Miller, M 2012, B2B digital marketing: using the web to market directly to businesses, Pearson, England.
Tapp, A, Whitten, I & Housden, M 2013, Principles of direct, database and digital marketing, Pearson, England.
|Links||Booktopia textbook finder|
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