BX3081 - Digital and Social Media Marketing

This subject is designed to develop marketing skills in the creation of product and service innovation opportunities. The subject focuses on the practical application of marketing theory to support strategic decisions through segmentation, positioning, pricing, communication, and metric evaluation strategies. Technical skills are developed through the exploration of available digital platforms and the creation of content suited to different marketing strategies. This subject is supported by an annual industry achievement award. This subject is open to all enrolments and does not require a prerequisite. A 'Prep Pack' is available for any students interested in this subject that are not enrolled in the marketing major or a marketing minor.

Learning Outcomes

• analyse the theory behind digital and social media marketing to support informed marketing decisions;
• critically evaluate existing digital metrics from campaign results and formulate new strategies for online marketing;
• demonstrate innovation of an existing product or service to create a digital or social media marketing strategy suitable to an identified market.

Subject Assessment

• assignment - individual (20%)
• assignment - group (40%)
• assignment - individual (40%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.