MKTG316-23S2 (C) Semester Two 2023

Digital Marketing

15 points

Start Date: Monday, 17 July 2023
End Date: Sunday, 12 November 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 30 July 2023
  • Without academic penalty (including no fee refund): Sunday, 1 October 2023


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 24
Weekly Tests 10
Final Exam 20
Group Assignment 26
Google Certifications 40
Lecture Preparation 30
Total 150 hours

Learning Outcomes

  • The objectives of the course are:
  • 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.

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

  • Critically competent in digital marketing
  • Employable, innovative and enterprising
  • Engaged with community
  • Globally aware

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.
    • 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.

      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 above

Timetable 2023

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Friday 15:00 - 17:00 C3 Lecture Theatre
17 Jul - 27 Aug
11 Sep - 22 Oct

Timetable Note

Lectures for MKTG316-23S2 are recorded using the ECHO360 lecture recording system.

Course Coordinator / Lecturer

Ekant Veer


Assessment Due Date Percentage  Description
Weekly Quizzes 20% Weekly Quizzes -Throughout
Proof of Google Certification 15 Sep 2023 10% Proof of Google Certification
Course Project 06 Oct 2023 30% Course Project
Final Examination 40% Final Examination

To pass this course you must not only achieve a final grade of 50% or higher, but also achieve a weighted average grade of at least 45% across all invigilated assessments.

The ‘45% rule’ does apply to this course. That is, students need to reach 45% weighted average across invigilated assessments. Please refer to for further information.

Assessment In Te Reo Māori
In recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:

Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.

Textbooks / Resources

Stokes, R. (2018) eMarketing - The Essential Guide to Marketing in a Digital World, 6th edition:

Additional recommended readings are specified each week via Learn.


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.

Citations and referencing

Indicative Fees

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 .

All MKTG316 Occurrences

  • MKTG316-23S2 (C) Semester Two 2023