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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 a range of topics that underpin the successful use of digital marketing techniques and practices. MKTG316 prepares students for using online marketing platforms and decision making in the modern workplace. This course focuses on an advanced examination of digital marketing practices, including web design, search engine optimisation, digital analytics, eCommerce, social media and mobile marketing. MKTG316 uses a combination of theoretical learning through traditional lecturing and hands on experience with online tools, such as Google Analytics and Google Ads Display. Theories and concepts are drawn from a variety of sources to aid in students' understanding of the role the Internet plays in organisations' marketing efforts. This course prepares students for using digital marketing platforms and decision making in contemporary business practices.The estimated workload breakdown for MKTG316 is:Lectures 24Weekly Tests 10Final Exam 20Group Assignment 26Google Certifications 40Lecture Preparation 30Total 150 hours
Understand, describe and apply the core concepts associated with digital marketing.Demonstrate how to utilise the popular 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.
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.
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.
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 above
Students must attend one activity from each section.
Lectures for MKTG316-23S2 are recorded using the ECHO360 lecture recording system.
Stokes, R. (2018) eMarketing - The Essential Guide to Marketing in a Digital World, 6th edition: Additional recommended readings are specified each week via Learn.
Domestic fee $868.00
International fee $4,075.00
* 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.
For further information see
Management, Marketing and Tourism