MBUS626-21T2 (C) Term Two 2021

Digital Marketing

15 points

Start Date: Monday, 17 May 2021
End Date: Sunday, 8 August 2021
Withdrawal Dates
  • Without financial penalty (full fee refund): Sunday, 30 May 2021
  • Without academic penalty (including no fee refund): Friday, 2 July 2021


This course offers an advanced examination of marketing practices on the Internet. MBUS626 draws specific attention to the role of online, mobile, and social media marketing techniques on contemporary business practices. The course prepares students for using digital marketing platforms and decision making in the modern workplace. The course uses a combination of theoretical learning through traditional lecturing and hands on experience with online tools, such as Google Analytics. Concepts will be drawn from a variety of sources to help understand how the Internet can be used as not only a communication tool, but also a medium of exchange and engagement. Theories and concepts will be drawn from a variety of sources to aid in students' understanding of the role the Internet plays in organisations' marketing endeavours. The course extends the existing marketing offerings by going into far greater depth with online and digital media.

Learning Outcomes

  • Upon successful completion of MBUS626 the students will be able to:
  • Understand, describe and apply the core concepts associated with digital marketing;
  • Demonstrate how to utilise online marketing platforms, such as Google AdWords and Google Analytics, to make business decisions;
  • Critique the impact of digital marketing on business decision making and on business outcomes;
  • Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation;
  • Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.


Timetable 2021

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01-P1 Monday 17:00 - 20:00 Rehua 530
17 May - 6 Jun
14 Jun - 20 Jun
28 Jun - 1 Aug
01-P2 Tuesday 17:00 - 20:00 Rehua 429
7 Jun - 13 Jun

Examination and Formal Tests

Test A
Activity Day Time Location Weeks
01 Monday 17:30 - 20:30 Jack Erskine 010 Computer Lab
2 Aug - 8 Aug

Course Coordinator

Kseniia Zahrai

Course Coordinator: Dr Kseniia Zahrai
Meremere 366
Phone: +64 3 369 1484
Email: kseniia.zahrai@canterbury.ac.nz


Google Certification – 10%
Digital Marketing Audit – 40%
Final Exam – 50%

Textbooks / Resources

The primary sources of course content in MBUS626 are the face-to-face lectures which determine the topics addressed in the assessment items. The recommended textbooks support the lectures by providing additional explanations of lecture content.

Stokes, R. (2020) eMarketing - The Essential Guide to Marketing in a Digital World.
Tuten, T. L. (2021). Social Media Marketing, 4th edition. Sage Publications.

Indicative Fees

Domestic fee $1,231.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

Minimum enrolments

This course will not be offered if fewer than 10 people apply to enrol.

For further information see Management, Marketing and Entrepreneurship.

All MBUS626 Occurrences

  • MBUS626-21T2 (C) Term Two 2021