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MKT8011 Digital Marketing

Semester 2, 2019 Online
Short Description: Digital Marketing
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise
Student contribution band : Band 3
ASCED code : 080399 - Business Mgt not classified
Grading basis : Graded


Examiner: Jane Summers

Other requisites

Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at


Developments in technology and the evolution of marketing are inextricably intertwined. New technologies have underpinned many of the major milestones in the history of marketing. The pace of technological developments these days is much faster than in previous times. Marketers today not only have to keep up with development in marketing theories and concepts but also with the emerging technologies. This can seem a bit daunting for marketers from a non-technical background. However, digital marketing is not just about the technology. Digital marketing is still marketing and marketing is still about people. Marketers are people and consumers are people. A digital technology simply allows marketers and consumers to connect and communicate in a different way. To that end, marketers need to understand how consumers are using the technology so they can engage with them more effectively. They also need to know about the new technologies at their disposal and how they can make judgements about their usefulness.


This course is about the role of digital technologies and their application in marketing. It begins by exploring the impact of technology on the human condition. It investigates theories and concepts related to linear and non-linear marketing approaches. The course elaborates on content, relationship and context marketing. It examines some of the main issues related to social media, SEO, mobile, wearable technologies, virtual reality, 3D printing, gaming, IoT, cloud computing, beacons, automation such as hubspot, big data and analytics.


On successful completion of this course students should be able to:

  1. critically evaluate marketing strategies through the use of digital technologies
  2. Analyse the use of different forms of digital marketing in the development of an online presence
  3. develop innovative business solutions using digital marketing and digital communication
  4. apply judgement and justify business decision making in planning and managing digital projects in diverse contexts
  5. demonstrate knowledge and application of current practice in digital business performance measurement.


Description Weighting(%)
1. Course overview and introduction 5.00
2. Digital technologies and the human condition 10.00
3. Theories and concepts in digital marketing 20.00
4. Tools of the trade for digital marketers 20.00
5. Reporting and analytics for digital marketers 20.00
6. Ethical and legal issues in digital marketing 20.00
7. Emerging technologies in digital marketing 5.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Colon, G 2016, Disruptive marketing: what growth hackers, data punks, and other hybrid thinkers can teach us about navigating the new normal, American Management Association, New York.
(Available from: ProQuest ebrary.)
Dempster, C & Lee, J 2015, Rise of the Platform Marketer : Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms, 1st edn, Wiley, Somerset.
(Books24x7 version.)
Dodson, I 2016, The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns, Wiley, Hoboken.
Ryan, D 2017, Understanding digital marketing : marketing strategies for engaging the digital generation, 4th edn, Kogan Page, London.
Shareef, MA, Dwivedi, YK & Kumar, V 2016, Mobile marketing channel : online consumer behavior, Springer, Cham.
(Available from: ProQuest ebrary.)
Turban, E & Volonino, L 2015, Information technology for management : digital strategies for insight, action, and sustainable performance, 10th edn, Wiley, Hoboken.
Van Belleghem, S 2015, When digital becomes human : the transformation of customer relationships, 1st edn, Kogan Page, London.
(Books24x7 version.)

Student workload expectations

Activity Hours
Assessments 60.00
Private Study 66.00
Workshops 39.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ONLINE TEST 1 10 2 18 Jul 2019
ONLINE TEST 2 15 3 25 Jul 2019
ASSIGNMENT 1 100 35 19 Sep 2019
ASSIGNMENT 2 100 60 24 Oct 2019

Important assessment information

  1. Attendance requirements:
    Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at