2027 Unit information is now available. View 2027 unit information
Hobart, Hong Kong Universal Ed, Online
Introduction
This unit delves into digital and social media marketing, addressing the growing need for businesses to adapt to a real-time digital landscape. It provides students with a thorough understanding of the evolution and roles of traditional versus digital advertising. Students will learn the fundamentals of digital and social media marketing and how to craft strategies that create engaging and effective content. The unit emphasizes the strategic use of various media, focusing on integrating messages for maximum impact through coordinated use of traditional and digital advertising tools like Facebook, Instagram, LinkedIn, TikTok, Pinterest, and more.
The unit also explores broader digital and social media marketing challenges faced by organizations of all sizes, including setting objectives, budgeting, and organizing for effective delivery of digital promotional messages. Gaining insight into these complexities will be valuable for making informed marketing and business decisions in the future.
Summary
| Unit name | Digital and Social Media Marketing |
| Unit code | BMA343 |
| Credit points | 12.5 |
| College/School | Tasmanian School of Business and Economics |
| Discipline | Marketing |
| Coordinator | Doctor Denni Arli |
| Available as an elective? | Yes |
| Delivered By | University of Tasmania and Third Party(ies): ECA|Shanghai Ocean University AEIN Institute|Universal College of Higher Education Hong Kong |
| Level | Advanced |
Sustainable Development Goals
The Unit Coordinator has identified that this unit aligns with the following UN Sustainable Development Goals. We welcome your thoughts and feedback on the alignment of the unit with these goals.
Availability
| Location | Study period | Attendance options | Available to | ||
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| Hobart | Semester 1 |
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| Hong Kong Universal Ed | Semester 1 |
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| Online | Semester 1 |
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- Key:
- On-campus
- Off-Campus
- International students
- Domestic students
Note
Enrolment in units available at ECA Melbourne, Hong Kong Universal Ed, and Shanghai Ocean University is only available to eligible students studying at those corresponding locations.
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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.
Key Dates
| Study Period | Start date | Census date | WW date | End date |
|---|---|---|---|---|
| Semester 1 | 22/2/2026 | 16/3/2026 | 19/4/2026 | 13/6/2026 |
* 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 2026 are indicative and subject to change. Finalised census dates for 2026 will be available from the 1st October 2025. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
Learning Outcomes
- 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 sustainable marketing theory and practice.
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 |
|---|---|---|---|---|
| 100799 | $2,174.00 | $1,020.00 | not applicable | $2,972.00 |
- 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 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.
If you have any questions in relation to the fees, please contact UniConnect or more information is available on StudyAssist.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
Teaching
| Assessment | Strategic Digital and Social Media Marketing (DSMM) Plan Proposal Presentation (30%)|Strategic Search Engine Optimization (SEO) Report (30%)|Strategic Digital and Social Media Marketing (DSMM) Plan (40%) |
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| Timetable | View the lecture timetable | View the full unit timetable |
Textbooks
| Required |
1) Raj Sachdeva (2025/2024). Digital Marketing. McGraw Hill Australia. 2) Dave Chaffey; Fiona Ellis-Chadwick (2022). Digital Marketing : Strategy, Implementation and Practice (8th edition). Pearson Education Limited. |
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| Recommended | Recommended Books (No specific order and preference) 1) Aleksej Heinze (Editor), Gordon Fletcher (Editor), Ana Cruz (2024). Digital and Social Media Marketing: A Results-Driven Approach (3rd edition). Routledge 2) Simon Kingsnorth (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing (3rd edition). KoganPage. 3) Larson & Draper (2022). Digital Marketing Essentials. STUKENT. Recommended Simulators (No specific order and preference) 1) Simbound: Integrated Digital Marketing Simulation. 2) Social Media Simulator: Mimic Social. STUKENT.
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