Key facts
UNE unit code: DM220
*You are viewing the 2025 version of this unit which may be subject to change in future.
- Trimester 2 - On Campus
- Trimester 2 - Online
- Armidale Campus
- UNE Sydney Campus
- Yes
- No
- No
- 6
Unit information
As television viewing by people under 40 plummets, advertising-free services like Netflix grow dramatically, and internet users retreat behind ad blockers and private subscriptions, marketers must find ways to reach customers that don’t rely on the old ‘interruption’ model that is advertising. One of the solutions is content marketing, and its subset, email marketing, where marketers create useful content that ‘pulls’ in existing and potential customers.
This unit gives students the practical knowledge and skills, related to the principles and concepts of content marketing, in order to achieve business objectives in a digital environment. Students will learn how to design, create and execute on content marketing campaigns that are central to the management and marketing of the digital business. The unit takes an in-depth and applied approach to the study of content and email marketing processes to promote digital interactivity between customers and business owners. The successful development and presentation of a content marketing initiative will be a key feature of the unit.
Offerings
For further information about UNE's teaching periods, please go to Principal Dates.
| Teaching period | Mode/location |
|---|---|
| Trimester 2 | On Campus, UNE Sydney Campus |
| Trimester 2 | Online |
*Offering is subject to availability
Intensive schools
There are no intensive schools required for this unit.
Enrolment rules
Notes
Students will need access to a commercial quality WordPress server
Please refer to the student handbook for current details on this unit.
Unit coordinator(s)
Learning outcomes
Upon completion of this unit, students will be able to:
- demonstrate a comprehensive understanding of major principles, theories and concepts of content and email marketing, and their application to issues in digital marketing;
- use cognitive and communication skills to review critically, analyse, consolidate and synthesise relevant content marketing theories, concepts and information drawn from a range of sources in order to demonstrate critical thinking and judgement in solving complex digital marketing problems;
- work independently to plan and execute content and email marketing tasks to enhance professional knowledge and skills in content marketing; and
- demonstrate the ability to recognise, reflect on, and respond appropriately to a range of ethical, cultural or social issues influencing the practice of digital marketing using effective content and email marketing.
Assessment information
Assessments are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
| Title | Must Complete | Weight | Offerings | Assessment Notes |
|---|---|---|---|---|
| Assignment 1 | Yes | 20% | All offerings | Digital content marketing case study analysis. No. Words: 1500 |
| Assignment 2 | Yes | 40% | All offerings | Digital content marketing initiative design. No. Words: 2500 |
| Assignment 3 | Yes | 40% | All offerings | Digital content marketing initiative execution. No. Words: 3000 |
Learning resources
Textbooks are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
Note: Recommended material is held in the University Library — purchase is optional.
Confident Digital Content
ISBN: 9781789663365
Waters, A, Kogan Page 2nd 2020
Text refers to: All offerings
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