Courses & Units

Digital and Social Media Marketing BMA610



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, reaching, acquiring and establishing long-term relationships with customers require different approaches in a business to business (B2B) than a business to consumers (B2C) space. It is the case for digital and direct marketing as well; while the tools are the same, how B2B marketers apply the tools is different.

The focus of this unit is on developing students' knowledge of digital and direct marketing as a strategic element of the B2B marketing mix. It will develop students' knowledge of key concepts, principles, and models needed to strategically manage digital and direct marketing in a B2B marketing context. 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
Unit code BMA610
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

Dr Marcus Bai

Teaching staff

Dr Marcus Bai

Available as student elective? Yes
Breadth Unit? No


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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Key Dates

Study Period Start date Census date WW date End date
Semester 1 24/2/2020 23/3/2020 13/4/2020 31/5/2020

* 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 2020 are indicative and subject to change. Finalised census dates for 2020 will be available from the 1st October 2020.

About Census Dates



Band Full Fee Paying (domestic) Field of Education
3 2020: $2,702.00 080505

Fees for next year will be published in October. The fees above only apply for the year shown.

Please note: international students should refer to this page to get an indicative course cost.


Teaching Pattern

2 hour seminar and 1 hour workshop each week.


Please see the unit outline for details.

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Please see the unit outline for details.

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