This unit serves as a bridge between new technologies and relevant areas of existing knowledge. It develops a framework for understanding the forces propelling the digital revolution in marketing and business. The unit examines the contemporary digital marketing landscape by understanding and applying fundamental concepts of digital marketing. Covered topics include the fundamentals of effective digital marketing strategy, online consumer behaviour, online marketing communication, content marketing, artificial intelligence and digital analytics. Through a blend of theoretical concepts and practical applications, participants will learn how to optimise online presence and analyses key metrics for data-driven decision-making. Upon completion of this unit, participants will be proficient in creating compelling online content, targeting specific audiences, and adapting strategies to leverage emerging trends in the digital landscape.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Understand and apply the fundamental concepts used in digital marketing;
2. Analyse digital marketing and AI tools to assess the effectiveness of marketing campaigns and make data-driven decisions;
3. Evaluate the ethical, legal and societal implications of digital marketing practices on the future of workforce; and
4. Utilise digital marketing tools and techniques to develop effective marketing campaigns.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - use Indigenous histories and traditional ecological knowledge to develop and augment understanding of their discipline

Prerequisites

11176 Marketing Fundamentals

Corequisites

None.

Incompatible units

None.

Equivalent units

6379 Internet Marketing

Assumed knowledge

None.