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Digital and Social Media Marketing unit (BMA610)

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Unit year 2026

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Location: Melbourne Study Centre, Hobart, Online

Introduction

The increasing use of digital and social media by both businesses and consumers is having a significant impact on global business. For consumers, recent advancements in information and communication technologies (ICT) based digital and social media provide reliable and accurate information for decision-making, while offering convenience in shopping through access to a wider range of products and services. For businesses, digital marketing offers new channels to promote their products, innovative ways to build and maintain value-creating relationships with customers, and opportunities to expand into new markets. Given the rapid evolution of digital technologies and the growing penetration of social media in everyday activities, it is imperative for businesses to leverage these technologies to sharpen their competitive advantages and enhance their marketing strategies.

This unit focuses on developing students’ understanding of digital and social media marketing as a strategic component of the marketing mix. It aims to build students’ knowledge of key concepts, principles, and models necessary to strategically manage digital and direct marketing in both B2B and B2C contexts.

The unit will also equip students with the skills to develop and implement various digital and social media marketing strategies across different stages of the consumer decision-making process. Students will learn to creatively plan, effectively implement, and critically evaluate the performance of diverse digital and social media marketing strategies.

Summary

Unit name Digital and Social Media Marketing
Unit code BMA610
Credit points 12.5
College/School Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Rajesh Rajaguru
Delivered By University of Tasmania and Third Party(ies): ECA
Level Postgraduate

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
Melbourne Study Centre Semester 1 This unit is available through on-campus delivery Available to International Students
Hobart Semester 1 This unit is available through on-campus delivery Available to International Students Available to Domestic Students
Online Semester 1 This unit is available through off-campus delivery Available to International Students Available to Domestic Students
  • Key:
  • This unit is available through on-campus delivery On-campus
  • This unit is available through off-campus delivery Off-Campus
  • Available to International Students International students
  • Available to Domestic Students Domestic students
Note

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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).

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 $2,174.00 $1,703.00 not applicable $3,284.00
  • 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

AssessmentCase Study/ scenario analysis (30%)|Social Media marketing Presentation (30%)|Digital and Social Media Marketing Plan. Part A: Presentation; Part B: Report (40%)
TimetableView the lecture timetable | View the full unit timetable

Textbooks

Required

Refer to Mylo for detail.
Recommended

Feroz, A. K., Khan, G. F., & Sponder, M. (2024). Digital analytics for marketing. Routledge, ISBN: 9780367456412

 

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