MKTG316-20S2 (C) Semester Two 2020

Digital Marketing

15 points

Start Date: Monday, 13 July 2020
End Date: Sunday, 8 November 2020
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 24 July 2020
  • Without academic penalty (including no fee refund): Friday, 25 September 2020


This course offers an overview of online, digital, internet and social media marketing techniques and practices. The course prepares students for using online marketing platforms and decision making in the modern workplace.

This course offers an advanced examination of marketing practices on the Internet.  MKTG316 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 is being offered to meet the growing demand from both industry partners and students to be able to understand and utilise digital media in the business world.  The course will be offered via 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 paper extends the existing marketing offerings by going into far greater depth with online and digital media.

Course Workload
Lectures 24 hours
Concepts Test: 6 hours
Test Preparation: 20 hours
Case Study Preparation: 20 hours
Google Certification: 40 hours
Google Academy Test: 10 hours
Lecture Preparation: 30 hours
Total 150 hours

Learning Outcomes

At the completion of the course students should be able to:

1. Describe and apply the core concepts associated with digital marketing.
2. Demonstrate how to utilise the popular online marketing platforms, such as Google AdWords and Google Analytics, to make sound business decisions.
3. Critique the impact of digital marketing on business decision making and on business outcomes.
4. Explain the differences between the different digital marketing tools at students’ disposal and assess their appropriateness for use in a particular business situation.  
5. Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base, including multicultural communities and Tangata whenua.  

BCom Learning Goals
Goal 1: Graduates can demonstrate advanced knowledge of their selected subject major, informed by the broader context of Commerce (LO1);
Goal 2: Graduates are able to use analytical thinking and problem-solving skills to address specific problems (LO2, LO3 & LO4);
Goal 3: Graduates can understand issues from a range of ethical, global and multicultural perspectives (LO5);
Goal 4: Graduates are able to communicate effectively both orally and in written form (LO2, LO4).

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.

Employable, innovative and enterprising

Students will develop key skills and attributes sought by employers that can be used in a range of applications.

Biculturally competent and confident

Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

Engaged with the community

Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

Globally aware

Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


(1) MKTG100, (2) A further 45 points at 200-level or

Timetable 2020

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Tuesday 09:00 - 11:00 A1 Lecture Theatre 13 Jul - 23 Aug
7 Sep - 18 Oct
02 Tuesday 09:00 - 11:00 Online Stream - students based in NZ 13 Jul - 23 Aug
7 Sep - 18 Oct
03 Tuesday 09:00 - 11:00 Online Stream - students based overseas 13 Jul - 23 Aug
7 Sep - 18 Oct

Course Coordinator / Lecturer

Ekant Veer


Kseniia Zahrai


Assessment Due Date Percentage  Description
Concepts Test (online) 14 Aug 2020 25% Concepts Test (online)
Proof of Google Certification 11 Sep 2020 10% Proof of Google Certification
Google Academy Test (online) 25 Sep 2020 25% Google Academy Test (online)
Digital Marketing Audit (submitted online) 16 Oct 2020 40% Digital Marketing Audit (submitted online)

Assessment Information

Concepts Test (25%) Week 5 - Online
This test will be carried out online and test students’ understanding of the core concepts associated with digital and online marketing.  The test will cover material from weeks 1-5 (inclusive).  This is an open book test and any online material can be used to answer the questions; however, normal plagiarism rules apply.

Proof of Google Academy Completions (10%) – Week 7
In advance of the Google Academy Test students who show proof that they have completed the Google Ads Display certification and Google Analytics certification will receive an additional 10% to their final grade. Links to the appropriate certifications will be provided closer to the time. Ensure the correct certification is received and not preliminary qualifications or completions. Check with the lecturer if you need more support.

Google Academy Test (25%) – Week 9 - Online
This online test will cover the fundamentals taught in the Google Academy certification for both the Google Ads Display and Google Analytics courses. All students will complete both the Google Ads Display Certification and Google Analytics Certification in their own time. This test will ask questions directly from these two certification modules. Students that have not completed these certifications will not have the requisite knowledge to pass the test. To encourage students to study the required Google courses in advance of the test an additional 10% is available by demonstrating your completion by week 7.

Group Digital Marketing Audit (40%) Week 12 – Submitted Online
A real case study will be provided to students to read in advance and both a group written report and short (less than 5 mins) video will be submitted online by each group. Students will work in groups to analyse the issues presented in the case and answer specific questions as well as offer their own recommendations for what they would do next.  The answers should be no more than 3,000 words in length and completed in formal report format that can be presented to the CEO of the chosen firm. The video will be a short summary of the group’s findings and demonstrate not only the group’s understanding of digital marketing recommendations but also ability to communicate in a variety of media forms. More information about the case will be presented in class.

Timetable 2019
Week 1: Introduction to Internet & Digital Marketing
Week 2: Search Engines
Week 3: Search Engine Optimisation Techniques
Week 4: Using Paid Search Marketing
Week 5: Online Advertising
Week 6: Analytics
Week 7: Email and Re-Marketing
Week 8: Social Media Culture & Marketing
Week 9: Google Academy Test
Week 10: Online Reputation Management (ORM)
Week 11: Mobile Marketing Techniques
Week 12: Future Directions of Digital Marketing

The marks for assessments may be scaled before a final grade is determined.  You should not regard 50% as a pass mark.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty.  All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Indicative Fees

Domestic fee $822.00

International fee $3,688.00

* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.

For further information see Management, Marketing and Entrepreneurship.

All MKTG316 Occurrences

  • MKTG316-20S2 (C) Semester Two 2020