Course Title: Future Skills: Digital Marketing Strategy and Implementing Digital Marketing Campaigns
Part A: Course Overview
Course Title: Future Skills: Digital Marketing Strategy and Implementing Digital Marketing Campaigns
Credit Points: 12.00
Flexible Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
COMM2850 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2021 (All) |
COMM2850 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JulDec2021 (All) |
COMM2850 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2022 (All) |
COMM2850 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JulDec2022 (All) |
COMM2850 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2023 (All) |
COMM2850 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JulDec2023 (All) |
COMM2850 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2024 (All) |
Course Coordinator: Dr Jenny Robinson
Course Coordinator Phone: please email
Course Coordinator Email: jenny.robinson@rmit.edu.au
Course Coordinator Location: Building 9, Level 5
Course Coordinator Availability: By appointment by email
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
This course is a learning experience that includes two of RMIT Online’s Future Skills short courses. It focuses on two important capability areas for digital communication professional – Digital Marketing Strategy and Implementing Digital Marketing Campaigns.
The digital marketing strategy component of the course focuses on enabling students to research, design and develop effective digital marketing strategies. You will develop several modern and practical methods of marketing using key digital tactics and techniques, identify customer business behaviour and segmentation, and develop Search Engine Optimisation (SEO) and Search Engine Management (SEM) strategies and social media campaigns.
The implementation of digital marketing campaigns component of this course enables students to take strategy capability and devise clever marketing tactics on various digital marketing channels, including but not limited to Google Ads, Facebook Ads, Google Analytics, email tools and website optimisation with industry case studies embedded in the learning experience throughout.
Objectives/Learning Outcomes/Capability Development
Program Learning Outcomes
This course contributes to the following program learning outcomes:
- Apply innovative and creative approaches to formulate digital communication strategies across diverse digital platforms in both local and global contexts
- Analyse and evaluate techniques, tools, metrics and emerging analytical technologies in the context of legal frameworks.
- Analyse the needs of diverse stakeholders and develop engaging and ethically, culturally and socially appropriate digital content and storytelling solutions.
Course learning Outcomes
On successful completion of this course you will be able to:
- Create a multi-channel marketing strategy, supported by audience, product, context and market analysis
- Create an audience development plan by identifying the key marketing platforms, success metrics and optimisation actions
- Design, implement and deliver digital marketing campaigns that leverage the appropriate channels and tactics to effectively deploy your digital marketing strategy
- Report, analyse and interpret the effectiveness of a digital marketing campaigns though successful integration of an analytics platform
Overview of Learning Activities
This fully online course uses highly structured learning activities to guide your learning process and prepare you for your assessments. These are a combination of individual and peer-supported activities that are guided by online facilitators, with opportunities for feedback as you progress.
Authentic and industry-relevant learning is critical to this course and you will be encouraged to critically compare and contrast what is happening in your context and in industry, and to use your insights.
Social learning is another important component and you are expected to participate in class and group activities, share drafts of work and resources and give and receive peer feedback. You will be expected to work efficiently and effectively with others to achieve outcomes greater than those that you might have achieved alone.
Above all, the learning activities are designed to maximize the likelihood that you will not only understand the course learning resources but also apply that learning to improving your own practice, for example by producing real-world artefacts and engaging in scenarios and case studies.
Overview of Learning Resources
Each learning activity contains the core resources, such as videos, podcasts, readings, templates, articles, industry tools and/or communities that you need to complete that activity, or links to those resources.
Additional learning resources designed into the course, will be clearly marked as supplemental. If your course teaching team finds additional resources during course delivery which they think can support or be of interest to the class cohort, these will be made available as required during the teaching period.
In your class environment, besides your learning activities you will also find
- All assessment briefs
- A course information page with a study schedule,
- Various communication tools to facilitate collaboration with your peers and facilitators, and to share information
The University Library has extensive resources for digital communication students. The Library has produced subject guides that includes quality online and print resources for your studies. The Library provides guides on academic referencing and subject specialist help via online library supports such as ‘Ask the library’ and your Liaison Librarian.
Overview of Assessment
This course is assessed through two portfolio assessments, both of which must be completed.
Assessment Task 1: Digital Marketing Strategy Project
Linked CLOs: 1, 2
Weighting: 50%
Assessment Task 2: Implementing Digital Marketing Campaigns Project
Linked CLOs: 3, 4.
Weighting: 50%