GRIFFITH UNIVERSITY

GRIFFITH BUSINESS SCHOOL

OPEN UNIVERSITIES AUSTRALIA

MKT340
Digital and Social Media Marketing

UNIT OUTLINE

 Griffith University 2016/1

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information storage and retrieval system, without prior written permission.

These materials may only be distributed to students enrolled in this course.

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CRICOS Provider: 00233E

CONTENTS
About this booklet.........................................................................................
About Griffith University................................................................................
About this unit of study and how it fits into the Griffith University
system..........................................................................................................
Contact staff.................................................................................................
About [insert unit title here]..........................................................................
Unit description.............................................................................................
Texts and supporting materials....................................................................
Assessment notes........................................................................................
Assessment item 1.......................................................................................
Assessment item 2.......................................................................................
Assessment item 3.....................................................................................
Submission of assignments.......................................................................
Requests for extensions on assignments..................................................
Penalties for late submission.....................................................................
Supplementary assessment.......................................................................
Grade descriptors.......................................................................................
Academic misconduct................................................................................

ABOUT THIS BOOKLET

This booklet introduces you to the components of the MKT340 Digital and Social Media
Marketing unit of Open Universities Australia. It details what you can expect of the unit
and what the University, Griffith Business School and your unit convenor will expect of
you when you submit work for assessment. The booklet also provides you with an
introduction to Griffith University and the type of intellectual work it seeks to promote.

ABOUT GRIFFITH UNIVERSITY

Griffith University was established in the early 1970s with a distinctive philosophy. It is
organised along different lines from traditional subject-oriented universities, with a view
to providing an education which is more directly relevant to contemporary social
conditions, and therefore more useful to students both for their personal understanding of
their social and physical environments and for their future career prospects. This is
known as an interdisciplinary approach to education.
Traditional universities are often organised into departments, each of which teaches one
subject or discipline. Study at Griffith University, on the other hand, is organised around
contemporary problem areas, which require for their understanding and resolution the
collaborative contributions of people working across different disciplines and different
mixes of knowledges and skills. At Griffith, consequently, there are no departments
organised around traditional subjects. Instead, groups of staff with different intellectual
and disciplinary backgrounds design and teach broad-ranging interdisciplinary programs
designed to provide students with appropriate knowledges and skills. This Griffith
Philosophy informs this Open Universities Australia unit.
In some ways, this sort of work is more intellectually demanding than traditional
subjects, each of which occupies itself with carefully compartmentalised and limited
fields of enquiry (French literature, British history, economics). The interdisciplinary
approach is more intellectually exciting, and more closely corresponds to the real
conditions outside the University to which these fields of enquiry relate.
If you are interested in discovering more about Griffith University and the range of
programs it offers in its five campuses and colleges, the Griffith University Program
Catalogue may be accessed via the World Wide Web, at:
http://www.griffith.edu.au/programsandcourses

MKT340 Unit Outline

ABOUT THIS UNIT OF STUDY AND HOW IT

FITS INTO THE GRIFFITH UNIVERSITY
SYSTEM
MKT340 Digital and Social Media Marketing is, in Griffith University terms, a ten
credit point course (10 CP) in the Department of Marketing.
As a general guide, 1CP is equivalent to approximately 15 hours of work. Students
enrolling in a Griffith Business School OUA unit should be prepared to commit
approximately 150 hours of study per unit. These hours could include viewing recordings,
participating in online activities and discussion, reading and revision, self-study and
preparation of items for assessment.
Information about the Bachelor of Business program available through Open Universities
Australia is provided in the Open Universities Australia Handbook or may be accessed
via the World Wide Web at:
http://www.open.edu.au

CONTACT STAFF
The convenor for this unit will be Dr Simon Mzungu. Please contact your convenor via

email at s.mzungu@griffith.edu.au
phone on 07 5552 8443

Over the study period, you will be in regular contact with your convenor via the unit web
site at Learning@Griffith. Messages to the class will be posted regularly on the
announcements section on Learning@Griffith. If you have a question about unit
requirements or anything to do with assessment, please post it on the discussion board in
your Learning@Griffith site. If your question only concerns your personal circumstances,
please contact the convenor by either sending it by email or call.
Please make sure you use your Griffith student email account when communicating with
your OUA Convenor. You would have received information about your Griffith student
email account in your enrolment package. Guidelines are also provided in the Getting
Started section of the unit web site.
Staff of Griffith University that can assist with enquiries about Open Universities
Australia are:
Administrative Officer
Griffith (OUA) Services
Griffith University
NATHAN QLD 4111

MKT340 Unit Outline

Phone:
Facsimile:
Email:

(07) 3382 1999

1 800 802 041 if you live outside the Brisbane area code
(07) 3382 1356
oua-services@griffith.edu.au.

MKT340 Unit Outline

ABOUT MKT340
Welcome to MKT340 Digital and Social Media Marketing, a core course of the
Marketing Major, Bachelor of Business.
Over recent times, every sub-discipline within marketing has felt the effects from
advances in digitally enabled interactive communication technologies with the Internet
and e-commerce the most visible (but not only) examples, that facilitate improved
exchange relationships between suppliers and buyers. Consequently, there is a clear need
for both marketing students and practitioners to acquire a deeper understanding of how
new interactive technologies can be utilised and combined with traditional marketing
strategies and techniques. This course examines existing and emerging interactive
technologies and their impact on, and implications for, marketing strategy, consumer
behaviour, market segmentation, advertising and media planning.

UNIT DESCRIPTION
This course will focus on Digital and Social Media Marketing to enhance the
contemporary digital environment and its relationship with 'bricks and mortar' businesses.
The course develops students understanding of eMarketing strategy across a variety of
industry sectors.

LEARNING OUTCOMES
After successfully completing this unit, you should be able to:
After successfully completing this unit, you should be able to:
1 Prepare a digital marketing campaign
2 Identify key trends and critical issues in eMarketing.
3 Apply and integrate e-Marketing theory and practice.
4. Understand the strategic implications of an organisations decisions to offer their
products or services electronically

UNIT TOPICS

Week 1: Introduction to digital marketing

Week 2: Micro and macro environments
Week 3: The digital marketing campaign
Week 4: Digital marketing strategy
Week 5: The internet and the marketing mix
Week 6: Mid-term exam
Week 7: Relationship marketing using digital platforms
Week 8: Delivering the online customer experience

MKT340 Unit Outline

Week 9: Digital marketing campaign discussion

Week 10: Campaign planning for digital media; Digital marketing channels
Week 11: Evaluation and improvement of digital channel performance
Week 12: Guest lecture with industry expert
Week 13: Course review and exam

TEXTS AND SUPPORTING MATERIALS

TEXTBOOK
Chaffey, D. and Ellis-Chadwick, F. (2012), Digital Marketing: Strategy, Implementation
and Practice, (5th ed.), Prentice Hall, Australia
Unibooks is OUAs preferred supplier of textbooks.

Unibooks
Telephone1800447313
Facsimile:0882234876
Websiteandonlineordering:http://www.unibooks.com.au
Email:open@unibooks.com.au
Recommended Resources
Roberts, Mary and Debra Zahay (2012) Internet marketing: Integrating online and offline
strategies, (Third Edition), South-Western Cengage Learning

SUPPORTING MATERIALS
Learning@Griffith unit web site
This web site is available only to students enrolled in [insert unit code] and is central to
both your learning and assessment. Information about how to log on to
Learning@Griffith is provided in the materials sent by OUA as part of students
enrolment. Log onto this web site frequently three times a week as a minimum.
Library resources
Additional reading and research material is available online and for loan from the Griffith
University Library. Some readings may be placed in the Unit Content section of the web
site.
Self-help resources are also available at:
http://www.griffith.edu.au/library/workshops-training/self-help-resources
Information on borrowing procedures is available at:
http://www.griffith.edu.au/library/borrowing/off-campus-and-rural-placement-students
Off campus students guide is available at:
http://libraryguides.griffith.edu.au/off-campus-students
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MKT340 Unit Outline

In addition to these learning resources you will need:

AccesstoacomputerthathasInternetcapability.
Accesstoyourstudentemailaccount,whichwillbeusedtosendyouall
emailsrelatingtotheunitincludingassessmentinstructions.Ifyouarrange
tohaveyourGriffithUniversityemailsforwardedtoanotheremailaddress,
itisyourresponsibilitytoensurethattheyarereceivedinatimelymanner.
Instructionsforgettingaccesstoyourstudentemailareinthematerialssent
byOUAaspartofstudentsenrolment.

MKT340 Unit Outline

ASSESSMENT NOTES
There are three (3) assessment items for MKT340
Assessment task

Due date

Weighting

Learning
Outcomes

Mid-term quiz

Week 6:
Students have
one week to
complete
(Monday
11.4.16 to
Sunday
17.4.16)

20%

2,3,4

Digital marketing
campaign

Week 11:
35%
Monday 16th
May 2016

1,2,3,4

Final Exam

In exam
period: TBA

2,3,4

Note:

45%

Students should refer to the OUA Calendar of Key Dates to match the
week number with actual dates. Failure to read this information will not
be accepted as a valid reason for late submission of assignments.
To be eligible to pass this unit, students are required to complete all major
forms of assessment and must demonstrate a reasonable degree of
competence in the required unit outcomes as examined in each form of
assessment.

GRIFFITH UNIVERSITY DISCLOSURE STATEMENT

THE UNIVERSITY SHALL PROVIDE REASONABLE ADJUSTMENTS TO
ASSESSMENT FOR STUDENTS WITH DISABILITIES CONSISTENT WITH THE
DISABILITIES STANDARDS FOR EDUCATION 2005, WHILE MAINTAINING THE
ACADEMIC INTEGRITY OF ITS PROGRAMS. ADJUSTMENTS SHALL BE MADE
ON AN INDIVIDUAL BASIS. PLEASE REFER TO THIS POLICY AS IT SETS OUT
THE PRINCIPLES AND PROCESSES THAT GUIDE THE
UNIVERSITY REASONABLE ADJUSTMENTS FOR ASSESSMENT - STUDENTS
WITH DISABILITIES

MKT340 Unit Outline

ASSESSMENT ITEM 1
Item 1:

Mid-term quiz

Due Date:

Week 6

Weighting:

20%

Length:

50 multiple choice questions

Mid-term quiz (20%, Individual)

Due Date: Week 6 online via the Assessment folder located on Learning@Griffith.
Learning Objectives Assessed: 2, 3, and 4
Weight: 20%
Exam Constraints: Students have 1 week to complete the exam: 11th April 17th April
2016 (inclusive).
Criteria & Marking: The exam is multiple-choice. The marks will be available to
students via the Grades Centre on the unit website by approximately Friday Week 8.
The rationale for this assessment item is to keep students up to date with the course
material. It will include 50 multiple-choice questions and will cover all material presented
in lectures and the text, up to and including Week 5. This piece of assessment addresses
Learning Objective 2-4 and will assess graduate skills such as problem solving and
critical evaluation.
Submission: The mid-term examination is completed online.

MKT340 Unit Outline

ASSESSMENT ITEM 2
Item 2:

Digital Marketing Campaign

Due Date:

Monday, 16th May 2016

Weighting:

35%

Length:

2500 words

Digital Marketing Campaign (35%, Individual)

Due Date: Week 11, Monday, 16th May 2016
Learning Objectives Assessed: 1, 2, 3, and 4
Weight: 35% (100 marks)
Criteria & Marking: Refer to marking criteria rubric located on MKT340 unit web site
on Learning@Griffith.
For many industries and businesses digital marketing has become an important means of
communicating with current and future customers through a variety of advertising,
promotion and communication styles. A sound digital marketing campaign is the
blueprint for specific digital marketing activities, detailing the strategies and tactics that
will be used to achieve specified objectives in a given time period.
For this course, the digital marketing campaign will be based on the tourism industry and
a particular emphasis will be for students to develop a digital marketing campaign for a
city or town of their choice. Assessment details are provided below. For further
information students should refer to the assessment folder on the course website.
B. The digital campaign length is 2500 words (plus/minus 10%).
Marking Criteria Guide
Executive Summary (summarises the whole campaign)
Introduction and background of organisation
Situation analysis and target marketing
Target marketing and positioning strategy
Campaign objectives
Campaign strategy and tactics
Campaign implementation
Campaign evaluation
Presentation quality of the campaign
Total Marks

5 marks
5 marks
10 marks
10 marks
10 marks
20 marks
25 marks
10 marks
5 marks
100 marks

MKT340 Unit Outline

C. Course work (activities and collaboration sessions) will help students progress the
various sections of the campaign. Additionally, there are several sessions scheduled
throughout the course (refer to the weekly study plan) providing students with the
opportunity to ask questions and seek clarification on issues raised in relation to the
digital campaign.
D. The digital campaign should use headings and sub-headings, be typed in Times New
Roman 12 point font, use double-line spacing and have 25mm margins.
This assessment item addresses Learning Objectives 1 4. Graduate skills enhanced
through this assessment items are effective written communication, problem solving, and
creativity and innovation.

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MKT340 Unit Outline

Assessment item 3
Item 3:

Final Exam

Due Date:

In exam period-TBA

Weighting:

45%

Length:

120 minutes

Final Exam (45%, Individual)

Due Date: Examination Period
Learning Objectives Assessed: 2, 3, 4
Weight: 45%
Perusal Time: 10 minutes
Duration: 120 minutes
Format: Closed Book
Exam Constraints:
Criteria & Marking:
The final exam is designed to assess the student's ability to apply the concepts learned
throughout the entire course. Details regarding the exam will be discussed during the
semester and will be made available via the course website. Additionally, the final lecture
recording (Week 13) will discuss the structure of this exam and will provide students with
some direction for exam preparation. The final exam addresses Learning Objectives 2, 3
& 4 and Graduate Skills associated with problem solving, critical evaluation and
creativity and innovation.

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MKT340 Unit Outline

Other Assessment Information

Marks for assessment items including the final exam will be recorded in the Marks Centre
and made available to students through My Marks on Learning@Griffith.
The sum of your marks over all the assessment items in this unit does not necessarily
imply your final grade for the unit. Standard grade cut off scores can be varied for
particular units, so you need to wait for the official release of grades to be sure of your
grade for this unit.
Dates for the release of final grades can be found at:
https://www.griffith.edu.au/students/exams-assessment/grades

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MKT340 Unit Outline

SUBMISSION OF ASSIGNMENTS
1.

Submission of all assignments will be online.

2.

All assessment items are to be submitted with a University Assessment Coversheet

unless advised otherwise by the Unit Convenor. Students are responsible for
ensuring they complete all sections of the Cover Sheet and that they have agreed to
the Academic Integrity Declaration.
In addition the Cover Sheet asks students to indicate whether they agree or do not
agree to their work, without disclosure of the contributor's identity, to be used, and
reproduced as an assessment exemplar for standard setting and moderation
activities. Students have the right to deny this request.

3.

Assessment items submitted without a cover sheet will not be marked by an

examiner until a cover sheet is provided, unless advised otherwise by the Unit
Convenor.

4.

Students are expected to retain copies of all assessment items submitted until a
final grade for the unit has been awarded. Creating a backup of all your computer
files is highly recommended.

5.

Students must name files using the following format:

name_student_number_tutor name (e.g. Smith_S123456_Tutor M Jones).

6.

Assignments received by fax, will NOT be accepted.

7.

Assessments will be checked by the University's text matching software.

8.

Citation and referencing format should conform to the GBS guidelines both in the
body of your paper and its attached reference section. Please check with your
convenor to confirm the required style (i.e. APA (American Psychological
Association) or Harvard) and refer to the online Referencing tool for correct
referencing format.

student

Assignment feedback will normally be provided to students within two weeks of

submission.

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MKT340 Unit Outline

REQUESTS FOR EXTENSIONS ON

ASSIGNMENTS
Students are to submit assessment items by the due date indicated in the unit materials.
Assessment items submitted after the due date may be subject to a penalty unless an
extension has been approved prior to the due date. As this is an online course, please note
that it is your responsibility to organise access to the internet to submit your assignment
by the due date.
A request for an extension should be lodged with the [insert unit code] Convenor by the
due date for the assessment item. Contact details for the [insert unit code] Convenor are
provided in this Unit Outline and in the Staff Information section of the
Learning@Griffith site.
Verification of incapacity must be provided by a doctor, counsellor or work supervisor.
Documentary evidence submitted in support of applications should comprise medical
evidence, or evidence provided by other recognised professional services (eg, counselling
services) and include dates of incapacity on the certification. A copy of the extension
request approval should be attached to the assessment item when it is submitted. It is in
your interests to think through the consequences of an extended submission date for an
assignment. An assignment submitted late may not be able to be returned to you before
you sit the final exam.

PENALTIES FOR LATE SUBMISSION

An assessment item submitted after the due date, without an approved extension, will be
penalised. The standard penalty is the reduction of the mark allocated to the assessment
item by 10% of the maximum mark applicable for the assessment item, for each working
day or part working day that the item is late. Weekends count as one day in determining
the penalty. Assessment items submitted more than five days after the due date without an
approved extension will be awarded zero marks.

SUPPLEMENTARY ASSESSMENT
Supplementary assessment is available in this unit in accordance with Section 8 of the
University Assessment Policy. The Policy can be accessed at the following link:
http://policies.griffith.edu.au/pdf/Assessment%20Policy.pdf
A Pass mark (50% or greater) must be achieved in the supplementary assessment item or
exam to achieve the grade of 4. If, having completed your supplementary assessment, a
Pass mark (50% or greater) is not achieved, your original grade of 3 will remain for this
course. A student is permitted only one attempt at each supplementary assessment item.

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MKT340 Unit Outline

GRADE DESCRIPTORS
Students' results in units are recorded using the following numeric grades.
7 - High Distinction - Student demonstrated an exceptionally high quality of
performance or standard of learning achievement.
6 - Distinction - Student demonstrated a high quality of performance or standard of
learning achievement.
5 - Credit - Student demonstrated a good quality of performance or standard of
learning achievement.
4 - Pass - Student demonstrated a satisfactory quality of performance or standard
of learning achievement.
3 - Fail - Student demonstrated an unsatisfactory quality of performance or
standard of learning achievement. There was evidence of achievement of desired
learning outcomes close to the passing standard but insufficient to pass.
2 - Fail - Student demonstrated an unsatisfactory quality of performance or
standard of learning achievement. There was evidence of achievement of desired
learning outcomes below the passing standard.
1- Fail - Student demonstrated an unsatisfactory quality of performance or standard
of learning achievement. There was evidence of achievement of desired learning
outcomes significantly below the passing standard.
Other grades that may be awarded are:

Fail No Assessment Submitted (FNS) - Did not present any work for
assessment, to be counted as failure:
Withdraw with failure (WF) - Cancelled enrolment in the course after the
final date for withdrawal without failure (see Student Administration Policy,
Section 6):
Withdraw (W) - The student has withdrawn from the course. This is NOT
counted as failure and appears beside the course on the academic record
when the withdrawal from the course is processed administratively after the
last date to drop a course without being liable for fees, up until the final date
for withdrawal without failure

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MKT340 Unit Outline

ACADEMIC MISCONDUCT
Students must conduct their studies at the University honestly, ethically and in
accordance with accepted standards of academic conduct. Any form of academic conduct
that is contrary to these standards is academic misconduct and is unacceptable.
Some students engage deliberately in academic misconduct, with intent to deceive. This
conscious, pre-meditated form of cheating is one of the worst forms of fraudulent
academic behaviour, for which the University has zero tolerance and for which penalties,
including exclusion from the University, will be applied.
However, the University recognises many students commit academic misconduct without
intent to deceive. These students may be required to undertake additional educational
activities to remediate their behaviour.
Specifically, it is academic misconduct for a student to:

Cheat in examinations and tests by communicating, or attempting to

communicate, with a fellow individual who is neither an invigilator or
memberofstaff;bycopying,orattemptingtocopyfromafellowcandidate;
attemptingtointroduceorconsultduringtheexamination,anyunauthorised
printedorwrittenmaterial,orelectroniccalculatingorinformationstorage
device;ormobilephonesorothercommunicationdevice,orimpersonates
another.
Fabricate results by claiming to have carried out tests, experiments or
observationsthathavenottakenplaceorbypresentingresultsnotsupported
bytheevidencewiththeobjectofobtaininganunfairadvantage.
Misrepresentthemselvesbypresentinganuntruestatementornotdisclosing
wherethereisadutytodiscloseinordertocreateafalseappearanceor
identity.
Plagiarisebyrepresentingtheworkofanotherastheirownoriginalwork,
without appropriate acknowledgement of the author or the source. This
categoryofcheatingincludesthefollowing:

16

collusion, where a piece of work prepared by a group is represented as if it

were the student's own;
acquiring or commissioning a piece of work, which is not his/her own and
representing it as if it were, by purchasing a paper from a commercial
service, including internet sites, whether pre-written or specially prepared for
the student concerned and submitting a paper written by another person,
either by a fellow student or a person who is not a member of the University;
duplication of the same or almost identical work for more than one
assessment item;
copying ideas, concepts, research data, images, sounds or text;
paraphrasing a paper from a source text, whether in a manuscript, printed or
electronic form, without appropriate acknowledgement;

MKT340 Unit Outline

cutting or pasting statements from multiple sources or piecing together work

of others and representing them as original work;
submitting, as one's own work, all or part of another student's work, even
with the student's knowledge or consent.

A student who willingly assists another student to plagiarise (for example, by willingly
giving them their own work to copy from) is also breaching academic integrity and may
be subject to disciplinary action.
More information on the University policy on academic misconduct can be found at the
following web address:
http://policies.griffith.edu.au/pdf/Student%20Academic%20Misconduct%20Policy.pdf
Other policies and procedures relating to students in terms of exams, assessment, appeals,
academic misconduct and so on can be found at:
http://www.griffith.edu.au/open-universities-australia/grades-review-appeals-andmisconduct
Related links:
Academic Integrity website
Academic Standing, Progression and Exclusion Policy
Assessment Policy
Assessment Submission and Return Procedures
Governance of Assessment and Academic Achievement Standards
Standards for First Year Assessment
Institutional Framework for Promoting Academic Integrity among Students
Student Academic Misconduct Policy

17