This course delivers students into the world of online marketing through strategic digital marketing. It focuses on the conduct of business operations in virtual environments, across ecommerce, marketing, and digitial value delivery. Topics include strategic decision making to set marketing goals, apply emarketing techniques for online engagement to enhance digital transactions in the consumer to consumer experiences. 

The course will also explore new technology adoption, shifting consumer attitudes to online experiences, and how to strategically evaluate technologies for workplace, business and personal consumption through a marketing lens in profit and not-for-profit scenarios.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify micro and macro-level marketing factors that impact digital marketing strategies;
2. Describe the influential marketing decision-making processes for the adoption of online technologies for consumers and organisations;
3. Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers;
4. Recommend appropriate online tools for achieving strategic digital marketing goals in personal and professional marketing practice;
5. Critically evaluate strategic opportunities faced by internet-mediated business practices; and
6. Engage authentic learning of digital marketing practice through online praxis.

Research-Led Teaching

Strategic Digital Marketing is informed by research led education, based on evidence based principles, observations of contemporary practice, and publications from peer review outlets. To facilitate this, we will use research in practice through self service internships over the internet for great life-integrated learning opportunities.

Field Trips

No physical field trips will be required, unless you happen to find that to be useful for content creation for your live emarketing project.

Additional Course Costs

Not applicable.

Required Resources

Internet access and a device capable of performing internet functionality. Internet access (personal). Semi-recent to modern computer. Mobile device may be used as an alternative to computer, although experiences may vary.

Recommended Resources

Whether you are on campus or studying online, there are a variety of online platforms you will use to participate in your study program. These could include videos for lectures and other instruction, two-way video conferencing for interactive learning, email and other messaging tools for communication, interactive web apps for formative and collaborative activities, print and/or photo/scan for handwritten work and drawings, and home-based assessment.

ANU outlines recommended student system requirements to ensure you are able to participate fully in your learning. Other information is also available about the various Learning Platforms you may use.

Staff Feedback

Students will be given feedback in the following forms in this course:

• written comments
• verbal comments
• grades on a rubric in Canvas
• communing with the ANU duck colony
• feedback to whole class, groups, individuals, focus group, yarning circle, etc
• experimental engagement with the spirit of Sullivan's creek
• memes in the group chat
• discussions during consultation times

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Introduction to eMarketing: Delivering Digital Value Offers	Assessment 1: Active Course Content Creation Exercise begins
2	Self Service Internship (SSI) Planning: Project Design and Goal Setting
3	SSI: Validation, External Analysis and Market research	Monday Public Holiday
4	SSI Product Development, Milestone and Metric Setting	Assessment 2 due
5	Activation and Implementation: Branding, Promotions and First Steps
6	Activation and Implementation: Online Consumer Behaviour / Consumer Centric Marketing
7	Activation and Implementation: Developing Community Engagement
8	Benchmark: Digital Marketing Mix (7P)	Monday Public Holiday
9	Benchmark: Value Offer Check (SIVA)
10	Content Factory: Video, Visual and Physical Products
11	Content Factory: Virtual Service Delivery / Service Blue Print
12	SSII: Platform Performance, Metrics and Review	Assessment 1: Active Course Content Creation Exercise endsAssessment 3 due in the end of the semester examination period

Tutorial Registration

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
AT1: Active Course Content Creation (Individual - 30%)	30 %	29/05/2026	12/06/2026	4
AT2: Self Service Internship Project Plan (Individual - 30%)	30 %	20/03/2026	31/03/2026	1, 3, 6
AT3: Self Service Internship Project Report (Individual - 40%)	40 %	12/06/2026	02/07/2026	2,5

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines , which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Extenuating Circumstances Application
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the Academic Skills website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Canvas’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Attendance at seminars, lectures, and tutorials, while not compulsory, is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b).

Where students will not be able to attend a live teaching event they should use the self service mode / self directed learning via the Canvas course content. If you elect to not attend the class, and elect not to consume the course materials in a self guided learning process, you have chosen your own fate, and that will be respected in the final score for the subject.

No participation grades are assigned. Students are welcome to attend or not, engage or disengage as they see fit to get value for money from their university degree fees. You do you boo.

Examination(s)

None.

Assessment Task 1

AT1: Active Course Content Creation (Individual - 30%)

Worth: 30%

Type: Individual

Word limit: Variable. Performance-based outcomes

Submission: via Canvas

Due: 11:59 pm Friday, Week 12

Return: Within two weeks of submission, during the exam period

Overview: Welcome to the Digital Reforestation Project. This is our effort to counter the Dead Internet Theory by providing you with a space, a place and a reason to engage in human centered, human centric content creation. Using ANU-provided tools as a digital sandbox, students will be invited to apply the weekly content to exercises in content creation in the Canvas Discussion and Padlet as a training exercise in Internet-based content creation across a range of weekly written exercises and visual/video content challenges. This task is to create a space for creative practice within the ANU-hosted environments of MKTG7030 that supports the development of skills in multimedia, audio, video, visual and written responses.

Detailed guide available on the Canvas site from Week 1

LO4: Recommend appropriate online tools for achieving strategic digital marketing goals in personal and professional marketing practice.

AI USE: While permitted, this is a human-centric content creation exercise designed to build your capacity to design, develop and create original content. The use of generative AI is incompatible with the emphasis on human content creation. Authenticity as a human content creator is a learnt experience, and this is your training space to develop skill, capacity and non-AI based skills.

Assessment Task 2

AT2: Self Service Internship Project Plan (Individual - 30%)

Worth: 30%

Type: Individual

Word limit: 1500 words - work beyond the word limit will neither be read nor marked

Submission: via Canvas

Due: 11.59 pm Friday, Week 4

Return: Before census date (March 31)

Overview:

The internet is a big place with a range of opportunities, options and potential outcomes. This assessment task is a forward-facing document that will propose a project that will enable you to explore one of these opportunities, combining both personal experience and access to marketing theory into a self-service internship project.

 

You will use an online service product for the length of the semester, and you will run your own project on that platform. The online service product can be a social media service, a website, an online platform, an application, a technology, or something else that is applied for the purposes of e-marketing or e-consumption. This assignment will outline what platform/system you will be using, what it is, what it does, and why that's useful to your project, and then how you intend to create a real-world living project for the semester.

Assessment is inclusive of a list of goals, outcomes and tasks required to achieve those goals for the semester ahead.

Detailed guide available on the Canvas site from Week 1

LO1: Identify micro and macro-level marketing factors that impact digital marketing strategies.

LO3: Integrate marketing knowledge into developing online value offerings and experiences for businesses and consumers.

LO6: Engage authentic learning of digital marketing practice through online praxis.

AI USE: While permitted, it is not required or advised. You are tasked with the creation of a project that is meaningful for your life experience, and one in which you benefit from upskilling, pursuing a passion project, and integrating your classroom learning to a real world project. The more you embrace the Human Centred design, the more you will gain from the project as a mechanism to live the Digitial Reforestation Project dream of human to human computer mediated engagement. The machines do the distribution, you do the content, and you gain the skills.

Assessment Task 3

AT3: Self Service Internship Project Report (Individual - 40%)

Worth: 40%

Type: Individual

Word limit: 2000 words - work beyond the word limit will neither be read nor marked

Submission: via Canvas

Due: 11:59 pm Friday 12th June (Exam Period)

Return: Release of grades

Overview:

Students will conclude their live action Self Service Project with a report outlining the experience of delivering a digital marketing project, including an appraisal of how their proposed strategy outlined in Assessment 1 was able to support their implementation over the semester period, and how marketing theory experienced during the semester was able to influence, inform and guide the delivery of a practical project.

Detailed guide available on the Canvas site from Week 1

LO2: Describe the influential marketing decision-making processes for the adoption of online technologies for consumers and organisations.

LO5: Critically evaluate strategic opportunities faced by internet-mediated business practices

AI USE: While permitted, it does not support the assessment task design and the use of AI will limit your experience. GenerativeAI has not lived your project experience, and will not provide an authentic human reflection of how you engaged with your personal goal set, your lived experience of the MKTG7030 course and course materials, and your personal growth through running a Self Service Internship. GenerativeAI does not have the capacity to observe, and a LLM can only draw on existing pre-documented outcomes, of which your personal experience is not one. This SSI report is the documentation of a human-centred experiential project, and as such, GenAI is not the appropriate tool for the job.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. You will be required to electronically sign a declaration as part of submitting your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education), submission must be through Turnitin. For additional information regarding Turnitin, please visit the ANU Learning Platforms website.

Hardcopy Submission

For some forms of assessment (handwritten assignments, artworks, laboratory notes, etc.), hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of the completed tasks for your records.

Late Submission

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission permitted. Late submission of assessment tasks without an extension may be penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ANUHub.

Referencing Requirements

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material. Any use of artificial intelligence must be properly referenced. Failure to properly cite use of Generative AI will be considered a breach of academic integrity.

Returning Assignments

Via Canvas.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Assessment Task 2 (SSI Plan) can be resubmitted in the event of the project plan requiring revision to address reviewer feedback on plan feasibility and/or project metrics and/or project outcomes.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Accessibility for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents all ANU students