MKF3881 Digital marketing
Faculty of Business and Economics
MKF3881 Digital marketing is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 and Semester 2 at Caulfield. It needs MKF1120, MKW1120, MKC1200 or MKB1700.
- Credit points
- 6
- Offered in 2027
- Semester 1, Semester 2
- Caulfield
- Assessment
- No exam
- 4 tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKF3881
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
After MKF3881
No unit lists MKF3881 as a prerequisite in the 2027 handbook.
Equivalent units
The same content under another code. Only one of them counts.
Overview
Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been www and online transacting which has already revolutionised a number of sectors of the world economy. This subject takes marketing and traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Exercise10%
- Exercise15%
- Project35%
- Project40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
critically reflect how traditional marketing structures and concepts, techniques and activities translate into the digital marketing medium
- 2
advocate an integrated perspective of how digital marketing contributes to value creation for all stakeholders
- 3
critically review markets, and create and develop innovative digital solutions to fulfil identifiable needs
- 4
adapt and implement theory and practice to the rapidly evolving digital marketing environment.
Workload and teaching
- Tutorials24 hours
- Lectures12 hours
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Where it fits
MKF3881 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Mr Peter Wagstaff
- Professor Stephan Ludwig
Common questions
What are the prerequisites for MKF3881?
You need MKF1120, MKW1120, MKC1200 or MKB1700 before you enrol.
When is MKF3881 offered?
In 2027, MKF3881 runs in Semester 1 and Semester 2 at Caulfield.
How much work is MKF3881?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF3881 have an exam?
No. MKF3881 has 4 assessment tasks and no exam.
Which majors and minors include MKF3881?
MKF3881 is part of Digital economy.