Key facts
UNE unit code: DM120
*You are viewing the 2026 version of this unit which may be subject to change in future.
- Trimester 1 - On Campus
- Trimester 1 - Online
- Trimester 3 - Online
- Armidale Campus
- UNE Sydney Campus
- Yes
- No
- No
- 6
Unit information
Marketing in a highly digital environment needs comprehensive understanding of basic concepts in digital marketing. The value of digital marketing and experience management from the customer’s perspective are emphasised in this unit. Further, the relevance of website, SEO, SEM and social media strategies are introduced with a practical orientation.
This unit gives students the practical knowledge and skills, related to the fundamentals and concepts of digital marketing, in order to achieve real-life business objectives in a digital environment. Students will understand the trends in digital environment and also familiarise themselves with the challenges of the future of digital marketing. The unit takes an applied approach to studying digital marketing fundamentals to promote digital literacy amongst students and apply it in a real-life business environment. The development of a digital marketing vignette, digital marketing case study analysis and digital marketing in practice are the key features of this unit.
Offerings
For further information about UNE's teaching periods, please go to Principal Dates.
| Teaching period | Mode/location |
|---|---|
| Trimester 1 | On Campus, Armidale Campus |
| Trimester 1 | On Campus, UNE Sydney Campus |
| Trimester 1 | Online |
| Trimester 3 | Online |
*Offering is subject to availability
Intensive schools
There are no intensive schools required for this unit.
Enrolment rules
Notes
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 basic concepts in digital marketing;
- use communication skills to review critically, analyse, consolidate and synthesise relevant digital marketing 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 apply digital marketing skills in practice to enhance professional knowledge; 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 in real-world environment.
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 |
|---|---|---|---|---|
| Digital Marketing Case Study Analysis | Yes | 30% | All offerings | No. words 1500 |
| Digital Marketing Vignette | Yes | 20% | All offerings | No. words 1000 |
| Final Examination - Assurance Task | Yes | 50% | All offerings | There is a supervised exam during the teaching period in which you are enrolled. The exam will be offered online with supervision via webcam and screen sharing technology. Coordinated by UNE Exams Unit. Students must obtain at least 50% in the examination (and at least 50% overall) to receive a pass or better in the unit. |
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: Students are expected to purchase prescribed material. Please note that textbook requirements may vary from one teaching period to the next.
Digital Marketing
ISBN: 9781266143090
Sachdev. R., McGraw Hill 1st Ed. 2023
Text refers to: All offerings
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