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, 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
Unit code BMA610
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Marcus Bai
Delivered By University of Tasmania


Location Study period Attendance options Available to
Hobart Semester 1 On-Campus International Domestic
Online Semester 1 Off-Campus International Domestic


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 1 26/2/2024 22/3/2024 15/4/2024 2/6/2024

* 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 2024 are indicative and subject to change. Finalised census dates for 2024 will be available from the 1st October 2023. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • 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.

Fee Information

Field of Education Commencing Student Contribution 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
080505 $2,040.00 $1,597.00 not applicable $2,979.00

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.

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Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.


AssessmentCase Study (30%)|Presentation (30%)|Plan (40%)
TimetableView 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.

LinksBooktopia textbook finder

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