Course coordinator
Dr Nicolas Pontes
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
In this course students will learn about the key pillars of digital marketing and social media marketing. Balancing theory and practice, students will examine digital technologies and their impact on the customer journey. An emphasis is placed on the utilisation of contemporary digital marketing applications within the emerging electronic environment. Students will gain an understanding of how digital and social media marketing influences how firms interact with the market and inform marketing strategy.
This course is designed to prepare students for professional careers in industry. The course focuses on giving students a comprehensive overview of emerging trends in digital marketing and social media and the use of digital marketing tools. Students will engage with core digital and social media marketing theory through practical digital marketing experience. Through collaborative and individual research, students will apply digital marketing knowledge to business situations and critically review digital marketing decisions.
Course requirements
Assumed background
Given the nature of this course, students must be able to easily access a range of social media sites/applications in order to complete the assessment tasks and fulfil the course learning objectives. If this is not possible for you this semester, please do NOT enrol in this course.ﾠ
Before the start of the semester make sure you have the access/open the following accounts:ﾠTwitter, LinkedIn, Google, Instagram, Facebook
This course also assumes students have fundamental marketing knowledge. Therefore, before attempting this course, students should have completed studies in MKTG1501, MKTG2501 AND MKTG2510.ﾠ
Before attempting this course, you are advised that it is important to complete the appropriate prerequisite course(s) listed on the front of this course profile. No responsibility will be accepted by UQ Business School, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) has/have not been completed, for any reason whatsoever.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
MKTG2501
Course contact
Course staff
Lecturer
Dr Nicolas Pontes
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
This course aims to introduce students to digital marketingﾠand social media strategyﾠby exploring the concepts and tools used to effectively market an organisation. The course provides foundational digital marketing skills and a comprehensive understanding of digital marketing and social strategy development, implementation and practice.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Understand how to use digital and social media marketing as a part of a marketing strategy.
LO2.
Demonstrate knowledge and application of marketing theory using digital and social media tools.
LO3.
Critically reflect on the role new technologies play in marketing, organisations and society.
LO4.
Apply critical thinking, analysis, written and verbal communication skills in a digital marketing context.
LO5.
Work with a team to create digital marketing campaign to a professional audience.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | SEO Content Audit | 30% |
4/04/2025 3:00 pm |
| Paper/ Report/ Annotation, Project |
Digital Marketing Strategy
|
30% |
26/05/2025 3:00 pm |
| Examination |
Final Exam
|
40% |
End of Semester Exam Period 7/06/2025 - 21/06/2025 |
Assessment details
SEO Content Audit
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
4/04/2025 3:00 pm
- Learning outcomes
- L01, L02, L04
Task description
Students will conduct a Search Engine Optimization (SEO) Content Audit to assess an existing webpage content for a given brand (a.k.a. "The Client"). Students will determine how they could get more and better quality organic traffic for their client. Students should identify content gaps and the best keywords to be used in order to optimize, redesign, and rewrite the content for a given client landing page. All optimization decisions will need to be justified. The report should show an understanding of SEO.
Further details about this task will be available in class and on Blackboard.
As per UQ Assessment Policy, all submissions must be written in English.
AI Statement:
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.
Submission guidelines
See Blackboard for details
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Digital Marketing Strategy
- Team or group-based
- Mode
- Product/ Artefact/ Multimedia
- Category
- Paper/ Report/ Annotation, Project
- Weight
- 30%
- Due date
26/05/2025 3:00 pm
- Other conditions
- Peer assessment factor.
- Learning outcomes
- L01, L04, L05
Task description
Students will work on the development of a Digital Marketing Plan for a specific client. The report should show an understanding of the frameworks and concepts covered in the course, as well as research involving secondary data sources. The report will be presented as an Industry Report (presentation slides, including infographics).
1) Industry Report (max. 20 slides)
It is highly recommended to use Canva or similar to develop the report.
The report should include the following sections:
- Executive summary of your report (1 slide)
- Situation analysis (1-2 slides)
- Consumer profiles [identify 5-6 profiles] (1-2 slides)
- Competitor analysis [identify 4-5 competitors] (1-2 slides)
- Goal setting (1 slide)
- Campaign planning [including content marketing strategy*] (5-10 slides)
- Monitoring and tracking (1 slide)
- Conclusion (1 slide)
*Further details about this task will be available in lectures/tutorials and on Blackboard.
Teamwork
Group members are expected to contribute equally, fulfilling the tasks agreed on early in the semester. If there are disagreements in relation to team members' contributions that cannot be resolved, students must bring the problem to the attention of the Tutor/Lecturer/Course Coordinator as early as possible. Students will be required to complete a Self and Peer Review Evaluation, reflecting on their own and their member's contributions during the development of the group assessment items. A component of the team project grade will be derived from the results of the Peer evaluations. Further details will be outlined in the assessment guidelines document on Blackboard. Team members who work in good faith will not experience grade adjustments, while individuals who perform below expectations or fail to pull their weight will experience a negative grade adjustment. The Course Coordinator reserves the right to adjust peer evaluations to ensure fairness. Students are advised to be proactive and make expectations of one another clear from the start. Poor communication is often the source of discrepancies. Any problems that arise are expected to be brought to the Course Coordinator's attention well before the assessment submission deadlines.
AI Statement:
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.
Submission guidelines
Via Blackboard
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Final Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 40%
- Due date
End of Semester Exam Period
7/06/2025 - 21/06/2025
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03, L04
Task description
The exam consists of multiple-choice questions and short essay questions. This exam is a closed book, on-campus, paper-based exam invigilated by UQ appointed invigilators. Further details will be made available on Blackboard closer to the date of the exam.
Student use of AI in assessment:
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) tools will not be permitted. Any attempted use of Generative AI may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | (In person) Casio FX82 series only or UQ approved and labelled calculator |
| Open/closed book | Closed Book examination - no written materials permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introducing Digital marketing Learning outcomes: L01, L03 |
Week 2 |
Tutorial |
Course overview Discussions of class schedules and assessment expectations. Learning outcomes: L04 |
Lecture |
Online marketplace: Micro and Macro environments Micro-Environment Learning outcomes: L01, L03, L04 |
|
Week 3 |
Tutorial |
Micro and Macro environments Learning outcomes: L02, L04 |
Lecture |
Search Engine Marketing Macro-environment Learning outcomes: L01, L03 |
|
Week 4 |
Tutorial |
Search Engine Marketing & SEO I Learning outcomes: L02, L04 |
Lecture |
Search Engine Optimization Learning outcomes: L01, L03 |
|
Week 5 |
Tutorial |
Search Engine Optimization II Learning outcomes: L01, L02, L04, L05 |
Lecture |
Digital Marketing Strategy Learning outcomes: L01, L04, L05 |
|
Week 6 |
Tutorial |
Digital Marketing Strategy Learning outcomes: L01, L02, L04, L05 |
Lecture |
Digital and the Marketing Mix Chapter 4 Learning outcomes: L01, L03 |
|
Week 7 |
Tutorial |
Digital Marketing Mix & Digital Ads Learning outcomes: L01, L02, L04, L05 |
Lecture |
Digital Customer Experience Learning outcomes: L01, L03 |
|
Week 8 |
Tutorial |
Developing Digital Customer Experience Good Friday Public Holiday - Friday 18 April 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
Lecture |
MarCom using Digital Media Learning outcomes: L01, L03, L04, L05 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Tutorial |
MarCom & Influencer Marketing Learning outcomes: L01, L03, L04, L05 |
Lecture |
Social Media Strategy Learning outcomes: L01, L02, L04, L05 |
|
Week 10 |
Tutorial |
Social Media Marketing Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L04, L05 |
Lecture |
Content Strategy Learning outcomes: L01, L03, L05 |
|
Week 11 |
Tutorial |
Content Marketing Learning outcomes: L01, L02, L04, L05 |
Lecture |
Campaign Planning Learning outcomes: L01, L03, L04, L05 |
|
Week 12 |
Tutorial |
Plan your online strategy & Evaluation Learning outcomes: L01, L02, L04, L05 |
Lecture |
Evaluation and Improvement Learning outcomes: L01, L03 |
|
Week 13 |
Tutorial |
Exam Review Learning outcomes: L01, L02, L03, L04 |
Lecture |
Course Review |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.