Digital Marketing

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:

MKT103A/MKT103B

Note: Both A and B code subject versions are displayed as they are approved equivalent in content, assessments and learning outcomes. As ICMS courses are reaccredited, the subject is updated to a B-code suffix. Students studying a Bachelor of Business, Bachelor of Business (Sports Management), Bachelor of Business (Entrepreneurship and Innovation), Bachelor of Business (Marketing), Bachelor of Business (International Tourism) and Bachelor of Hospitality Management will be enrolled in MKT103B in 2027. Students enrolled in all other courses at ICMS with this subject will complete MKT103A.This arrangement applies to the nested Diploma qualifications of these courses also.

Subject Rationale:

MKT103A

The aim of the subject is to introduce students to emerging interactive technologies, most notably social media tools, and discuss ways in which these technologies can be exploited by businesses to more effectively serve markets.

The subject investigates how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organisation’s marketing efforts.

Through this subject, students can discover why savvy consumers are increasingly participating in brands rather than merely receiving their messages, and explores how marketers can stoke conversations, co-create experiences and stories, and build engaging relationships with consumers.

MKT103B

The aim of this subject is to introduce students to emerging interactive technologies, most notably social media tools, and discuss ways in which these technologies can be leveraged by businesses to more effectively serve markets.

The subject investigates how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of an organisation’s marketing efforts.

Through this subject, students can discover why savvy consumers are increasingly interacting with brands online and explore how this can be further leveraged by strengthening conversations, co-creating experiences and stories, and building relationships with consumers.

Learning Outcomes:

MKT103A

a) Describe new marketing trends that use digital marketing.
b) Indicate the importance of digital media in today’s marketing and communication planning.
c) Explain ethical issues and social responsibility in digital marketing.
d) Identify trends in online consumer behaviour.
e) Apply digital marketing tool concepts through the use of industry software programs.

MKT103B

a) Evaluate emerging trends in digital marketing and online consumer behaviour influenced by new technologies and changing market dynamics.
b) Explain the role of digital media in marketing, considering evolving trends and societal changes.
c) Discuss ethical issues, social responsibility, and emerging regulations in digital marketing.
d) Determine industry-standard digital marketing tools to implement (basic) campaigns and adapt to advancing technologies.

Student Assessment:

Note: (G) = Group assessment