Digital marketing and E-commerce

Specific requirements are contained in the attached document, which is a maximum of 10 pages.

The main thing to keep in mind is the documentation, it must be real and use the Chicago 17b format!

Still need to choose a brand that will be sent to me today and write when the teacher gives feedback tomorrow.

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Faculty of Business and Law
School of Management and Marketing
Unit Outline
MKTG3003 Digital Marketing and E-Commerce
Trimester 1A, 2024
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Unit study package code:
MKTG3003
Mode of study:
Internal
Tuition pattern summary:
Note: For any specific variations to this tuition pattern and for precise
information refer to the Learning Activities section.
Online Class: 1 x 1 Hours Weekly
Tutorial: 1 x 2 Hours Weekly
This unit does not have a fieldwork component.
Credit Value:
25.0
Pre-requisite units:
Nil
Co-requisite units:
Nil
Anti-requisite units:
Nil
Result type:
Grade/Mark
Approved incidental fees:
Information about approved incidental fees can be obtained from our website.
Visit https://www.curtin.edu.au/students/essentials/fees/understanding-yourfees/ for details.
Unit coordinator:
Title:
Name:
Phone:
Email:
Location:
Dr
Aneeshta Gunness
+61 8 9266 7288
aneeshta.gunness@curtin.edu.au
Building: 402 – Room: TBA
Teaching Staff:
Name:
Phone:
Email:
Location:
Revadee Vyravene
E-mail
revadee.vyravene@curtin.edu.au
Building: TBA – Room: TBA
Name:
Phone:
Email:
Location:
Kheng Huat (Dennis) Toh
TBA
dennis.toh@curtin.edu.au
Building: TBA – Room: TBA
Name:
Phone:
Email:
Location:
Sonnette Dykman
FBL-TSUnitAdmin@curtin.edu.au
FBL-TSUnitAdmin@curtin.edu.au
Building: 402 – Room: Level 5
Administrative contact:
Learning Management System: Blackboard (lms.curtin.edu.au)
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Faculty of Business and Law
School of Management and
Marketing
Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and
present. The Centre for Aboriginal Studies aspires to contribute to positive social change for Indigenous
Australians through higher education and research.
Coronavirus (COVID-19) Update
Curtin University is committed to supporting all our students and staff whether they are on campus, working
remotely or overseas. Your health, safety and wellbeing are our priority and the continuing COVID-19 pandemic
may require changes to the unit schedule, learning activities, delivery modes and assessment to provide flexible
and safe options to our community. Curtin will endeavour to keep changes and disruptions to a minimum at all
times. For current advice and further information visit https://www.curtin.edu.au/novel-coronavirus/.
Syllabus
This unit offers an in-depth understanding of the non-technical aspects of the internet and its strategic marketing
applications. It covers how the digital environment affects marketing decisions through identifying web-based
opportunities and threats for firms. It also focuses on major digital marketing and e-commerce strategies (e.g.,
SEO, SEM, etc.) that a firm or brand can adopt to engage with consumers across their purchase journey using
various digital channels such as paid, owned, and earned media. The unit will sharpen students’ digital
competencies and will strengthen their GRIT (Global, Responsible, Innovative and Technological) mindset.
Introduction
The Internet has emerged as a key platform to facilitate business and communication on a global basis. It
continues to grow at an exponential rate and is transforming the value chain of virtually every industry.
Today millions of commercial Internet sites are doing business around the globe.
This unit introduces students to a range of marketing uses of the Internet based on strategies developed
from academic research and practitioners’ experience. It facilitates work-integrated learning as the students
receive the opportunity to work with realtime clients. The aims of the unit are to:
1. Introduce students to the strategic uses of the Internet.
2. Familiarise students with hands-on digital marketing tools and strategies of a firm or brand.
3. Discover and disseminate the ways in which the digital marketing tools can be integrated into
traditional marketing.
Unit Learning Outcomes
All graduates of Curtin University achieve a set of six Graduate Capabilities during their course of study. These
inform an employer that, through your studies, you have acquired discipline knowledge and a range of other skills
and capabilities which employers would value in a professional setting. Each unit in your course addresses the
Graduate Capabilities through a clearly identified set of learning outcomes. They form a vital part in the process
referred to as assurance of learning. The learning outcomes notify you of what you are expected to know,
understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully
designed to test your knowledge of one or more of the unit learning outcomes. On successfully completing all of
the assessments you will have achieved all of these learning outcomes.
Your course has been designed so that on graduating you will have achieved all of Curtin’s Graduate Capabilities
through the assurance of learning processes in each unit.
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Graduate
Capabilities
addressed
On successful completion of this unit students can:
1 Demonstrate digital competence through understanding of the internet-based
business models, their applications, performance metrics and the role of strategic
marketing planning.
2 Analyse major digital marketing channels including e-commerce and assess their
effectiveness.
3 Develop proficiency in applying marketing mix elements (product, price, place, and
promotion) to an online environment.
4 Generate digital marketing and e-commerce strategies to engage consumers across
their purchase journey.
Curtin’s Graduate Capabilities
Apply discipline
knowledge, principles
and concepts
Innovative, creative and
entrepreneurial
Effective communicators
with digital competency
Globally engaged and
responsive
Culturally competent to engage
respectfully with local First Peoples
and other diverse cultures
Industry connected and
career capable
Find out more about Curtin’s Graduate Capabilities at the Learning Innovation and Teaching Excellence Centre
(LITEC) website: litec.curtin.edu.au
Learning Activities
The primary learning activities of this unit include (but not limited to) listening pre-recorded lecture, reading
cases and articles, and watching videos assigned every week under pre-workshop and post workshop
activities. Besides, students are expected to participate in the weekly workshop activities, which are linked to
the assessments of the unit.
The weekly pre-recorded lectures of this unit are devoted to covering the materials presented in the textbook
to provide necessary insights that students will require to successfully complete all the assignments of the
unit. Workshops will be largely based on discussion on weekly topics, assigned cases, reading materials and
the assessments with a specific focus on developing online media campaign using Google AdWords. Other
key topics to be covered in the unit include content marketing, e-mail marketing, SEO, SEM, social media
marketing and web analytics. It is important to prepare own self to attend the workshops in order to
keep abreast of how the lecture and other discussion materials will be applied to your group project and
individual assignments.
In addition, students will also learn through their works done in (a) one group project on a firm’s digital
marketing strategy (developing online media campaign using Google AdWords), and (b) two individual
assignments focusing on a firm’s e-marketing plan and mapping consumer digital journey while buying a
product online. The details of these assessments are discussed later in this document.
Learning Resources
Recommended texts
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You do not have to purchase the following textbooks but you may like to refer to them.
l
1. R. Frost, A. K. Fox and J. Strauss (2019) E-Marketing, Routledge, International Student Edition, 8th Edition.
(ISBN/ISSN: 978-1-138-58836-3).
2. D. Chaffey and PR Smith (2017), Digital Marketing Excellence: Planning, Optimizing and Integrating Online
Marketing, 5th Edition, Routledge Taylor & Francis Group.
(ISBN/ISSN: 978-1-138-19170-9 )
Other resources
For recent industry trend and update:
1. http://www.emarketer.com/Articles.aspx
2. http://www.pewinternet.org/
3. http://www.retailonlineintegration.com/
Assessment
Assessment policy exemptions
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There are no exemptions to the assessment policy
Assessment schedule
Task
1
2
Value
%
Date Due
Unit
Late
Assessment
Learning
Assessments Extensions
Outcome(s)
Accepted?* Considered?*
Assessed
E-marketing Plan
35%
Week: Week 6
Day: Friday
Time: 11.59 pm
1,2
Yes
Yes
Consumer digital journey map
30%
Week: Week 9
Day: Friday
Time: 11.59 pm
2,3
Yes
Yes
Online Media Campaign
35%
Week: Week 3, 11, 3,4
12
Day: During the
Workshop; Friday of
Week 12
Time: 11.59 pm
Yes
Yes
3
*Please refer to the Late Assessment and the Assessment Extension sections below for specific details and
conditions.
Detailed information on assessment tasks
1. E-marketing plan (35% of the unit mark) [Due on Friday (11.59 pm) of teaching week 6]
E-marketing plan is an individual assignment. For this assessment, you are required to select a firm or
brand. The firm (local or international; small and medium enterprise would be better) should have an
active English website.
You need to prepare an e-marketing plan for the selected firm or brand. You should follow the
marking guide/rubric available under the assessment tab on the Blackboard; and, prepare e-marketing
plan for the selected firm accordingly. One of the key elements of e-marketing plan is to suggest 4P
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strategies for the selected firm, under which students are expected to develop a social media post or
an electronic direct mail (EDM) targeting the specific group of customers in order to achieve specific
objective(s).
You are required to submit the assignment through Turnitin in the blackboard. The length of the emarketing plan should not be more than 10 pages (12 font; 1.5 line spacing; and 1 inch margin across
all sides) excluding the cover page, table of contents, references and appendices. Your write up beyond
the first 10 pages will NOT be marked. Please note that there is no minimum number of references for
the assignment; all secondary materials that you use in the assignment must be referenced
appropriately.
The assignment will be checked through Turnitin for plagiarism monitoring. You will not be able to see
the Turnitin report; and first time submission will be considered as final submission. Penalties will be
applied for late submission.
2. Mapping Consumer Digital Journey (30% of the unit mark) [Due on Friday (11.59 pm)
of teaching week 9]
Mapping a consumer purchase journey is an effective method for marketers to improve consumer
user experiences. Mapping helps marketers diagnose relevant issues that are critical to target
customers, and formulate innovative ways of delivering them an ‘optimal’ experience. For this
purpose, marketers need to understand the steps (i.e. need recognition, awareness, research, evaluate,
purchase, pay and postpurchase service) that consumers go through before purchasing a product
online or offline.
For this individual assessment, you are required to map your digital journey while purchasing a
product or service online. You need to select a brand, or a firm that has a significant online presence
(in English; local or international) in order to develop your map. If you are likely to interact with both
online and offline contexts throughout the purchasing process, please consider both while mapping
the journey. One of the key aspects of this report is to assess the selected firm’s or brands’s online
organic presence by running a SEO audit of its website (home page or any specific landing page) and
suggest areas of improvement. You are required to prepare a report covering the following key
issues:
a.
b.
c.
d.
e.
General introduction about the product or service, its nature, and targeted customers of
the firm.
Create a map (e.g. a diagram or flowchart) that shows your journey from need recognition to
postpurchase service that you have received from the selected brand or company. Specify each
TOUCH POINT of your journey in the diagram.
Critically discuss (focus on both the positives and negatives) how the brand or firm uses various
digital marketing channels and tools such as company owned and earned media including social
media content, emails, AdWords, etc. in each step of your journey. Your critical discussion
should include both positive experiences and negative experiences that you had with the firm’s
online presence. Your discussion should also include the interaction of online and offline context
if you have used both the platforms (online and offline) while purchasing the product or service.
Further, you can enrich your critical discussion by using Fanpage Karma, a social media analytics
tool, where you can show how your selected brand is performing relative to their competitor
(s).
Run an Onsite SEO Audit of the home page or any specific landing page of the selected website
using an open access/free SEO Audit software and discuss the key issues of the output.
Recommend any useful digital marketing tools that the firm may use to make users’ online
purchase journey more rewarding. Also, suggest relevant onsite SEO efforts, improved key
words and contents that the firm may adopt for the optimization of the home/landing page.
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f.
Your recommendation may be based on other competitor firms’ practices within the industry.
The length of the assessment should not be more than 10 pages (12 font; 1.5 line space; and 1 inch
margin in all sides) excluding the cover page, table of contents, references and appendices. Your write
up beyond first 10 pages will NOT be marked. Please note that there is no minimum number of
references for the assignment; all secondary materials that you use in the assignment must
be referenced appropriately.
You are required to submit the assessment through blackboard. The submitted assignment will be
transferred to Turnitin automatically for plagiarism monitoring. Students will not be able to see
the Turnitin report; and, first time submission will be considered as final submission. Penalties will be
applied for late submission.
You should follow the marking guide/rubric available under the assessment tab on the
Blackboard; and, prepare the assignment accordingly.
3. Online Media Campaign (35% of the unit mark)
Online Media Campaign is a group assessment where you are required to prepare an online
advertising campaign for a company using Google AdWords. Under the guidance of the lecturer/tutor,
you need to form a group of 4-5 students of your class during the first tutorial. You need to select a
local small or medium enterprise which has an active English website. Please do not select any financial
organization or any business such as insurance, law firms, debt consolidation, drug, or something
similar.
Please note that running a realtime campaign for a client is optional. If any team wishes to do so,
they are most welcome and the team(s) needs to be in touch with the local lecturer or tutor
for guidance. A team can reflect its campaign results during the group presentation in week
11. However, if any group does not want to run the campaign live, they can develop a campaign but
don’t need to run it live; they will just take screenshots of the campaign for reporting purpose.
The group project consists of the following tasks:
A) Project Plan and Group contact – Due in week 3 (Friday of week 3) – 3% of the unit mark
All group members should plan and discuss how the group will work. Share all the members’ contact
phone and/or email addresses to one another. In the given template for Project plan, please submit
your contact details to your tutor along with the following information:
l Write down the first and last name of each team member along with the student ID and email
address. Also, please indicate who is the team leader?
l Provide the name of the firm that your group has selected along with its web link.
l Briefly outline about the client company, nature of its business, and specify tentative objectives
of the campaign i.e. is it to create awareness or to increase number of visitors in the website or
to promote the recent discount offer? This section can be termed as Project Background.
l List down the tentative activities of the project under ‘Project Scope’.
l Assign the tentative activities across different weeks throughout the semester and prepare a
gantt chart under Timeline.
B) Developing a campaign (with 3 or 4 ad groups; 9 or 12 text ads) for the firm in Google
AdWords
Each group is expected to develop a campaign (with numerous text ads) for the selected firm using
Google AdWords. Each group is expected to do the following activities –
l Open an AdWords account for the group and share its credentials such as email, and password
among all the group members.
l Develop at least one campaign including 3 or 4 adgroups and 9 or 12 text ads (3 text ads per
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adgroup). EACH MEMBER OF THE GROUP WILL BE RESPONSIBLE FOR ONE ADGROUP AND
DEVELOPING AT LEAST 3 TEXT ADS FOR HIS/HER ADGROUP.
l Please note that it is NOT mandatory to make your ads live.
C) Preparing and Submitting a Campaign Report (25% of the unit mark) [Due on Friday (11.59
pm) of teaching week 12]
You are expected to prepare a campaign report describing ‘what’ and ‘why’ aspect of the campaign, ad
groups and the text ads that you have developed. The ‘why’ aspect of these ads should be in line with
campaign objectives. The specific structure of the campaign report is shown below –
(i) Client Overview (2%, about one page)
The client overview can be considered as the foundation of the proposed AdWords strategy. This
section should provide a brief overview of the client and its marketing. Client profile should include
name, location, goods and/or services offered, key online marketing strategy, URL, overview of the
website management, social media such as Facebook, firm’s online presence and sales via online and
offline channels, and other relevant information.
(ii) Market Analysis (5%; about one page)
Market analysis should include the current and potential customers; current and potential competitors;
overview of the industry (key characteristics of the industry e.g., extent of competition, mature market,
etc.); projected and historical online spending for the industry; market position; unique selling
propositions of the goods/services offered; seasonality of their goods/services or seasonality that the
company has identified; other relevant market information.
(iii) AdWords Strategy [16% (3% – 4% for each ad group); about four pages; about one page per
ad group]
Based on an analysis of the client, its website and marketing, each team should develop appropriate
campaign objectives, AdWords strategy and relevant metrics for the campaign. The proposed strategy
should include:
l Adgroups and the rationale for each adgroup
l At least two optimized text ads for an adgroup with explanation of how, why and what best
practice techniques were used
l Keywords and negative keywords for each adgroup
l Headline, USP, action line and description line for each text ad
l Target audience settings
l Daily and weekly plans for spending their campaign budget
l Keyword bidding
l Geo-targeting
l Goals for impressions, clicks, CPC and CTR
l Proposed success metrics and link to campaign objectives
l Other relevant information
l Conclusion
iv) Quality of Written Communication (2% of the unit mark)
The AdWords campaign report should have a logical flow, easy to follow, and should not include any
grammatical errors.
You are required to submit the AdWords group project report through Blackboard on or before the
due date. Late penalties will be applied if any of the groups are late in submitting the report.
D) Presentation of the Campaign Report (5% of the unit mark) (Due in teaching week 11,
during the workshop)
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School of Management and
Marketing
This presentation will give you an opportunity to simulate it to a client in terms of what you did in
your AdWords campaign. Each group will have 10-15 minutes to present and 5 minutes for Q & A.
Each group should prepare their powerpoint slides for presentation and send it to the respective
tutors/local lecturers. For face-to-face workshops, students will present in person and for online
workshops, student teams will present virtually through BB Collaborate. In case of any uncertain issue,
the tutor/local lecturer may request each team to prepare the powerpoint and embed the recording
of their presentation in the PPT slides before sending it to the respective tutors/local lecturers for
marking. Your presentation should include the following points:
l Your client and industry context
l Your campaign objectives
l Your ad groups, major keywords and negative key words, and how the ad groups differ from
one another
l Three text ads for each adgroups and how the text ads are different from one another
l Your budget and bidding strategy.
l Q & A
E) Peer Evaluation (2% of the unit mark)
Before you submit the final report, each team member should review the work done by their team
members using the given peer evaluation form available on Blackboard. Please submit your peer
evaluation to your tutor or local lecturer during your team presentation in the class. The last day of
submitting the peer-evaluation to your tutor or local lecturer is Friday of week 12.
Each group member is expected to contribute equally to the group project. Otherwise, group
members’ marks will vary based on peer evaluation and the quality of work for the respective ad
group that the members are dealing with both in the campaign report and presentation.
Report Format: The length of the Online Campaign (AdWords) group report should not be more
than 8 pages (12 font; 1.5 line space, 1 inch margin in all side).
The report will be checked through Turnitin for plagiarism monitoring. You will not be able to see
the Turnitin report; and first time submission will be considered as final submission. Penalties will be
applied for late submission.
Thus the breakdown of the marks for this group project is as below:
Project plan
= 3%
Campaign Report = 25% [Client overview(2%)+Market Analysis(5%)+AdWords Strategy(16%)
+ Written Communication(2%)]
Presentation
= 5%
Peer Evaluation
= 2%
Total
= 35%
You should follow the marking guide/rubric available under the assessment tab on the
Blackboard; and, prepare the campaign report accordingly.
Pass requirements
In order to pass this unit, you must achieve an overall mark equal to or above 50%.
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Assessment Moderation
Fair assessment through moderation
Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning
outcomes, and that students work is evaluated consistently by assessors. Minimum standards for the moderation
of assessments are described in the Assessment and Student Progression Manual, available from
policies.curtin.edu.au/findapolicy/
Pre-marking moderation
Pre-Marking Moderation
When: This is done in the period leading up to the assessment due date
What is done? [As appropriate for the unit]
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Assessments tasks are reviewed by a co-examiner
Assessment task details are given in the Unit Outline
Marking guides or assessment rubrics are made available to students (“marking criteria”)
Markers collaborate to achieve consensus of the task and grading procedures to ensure your work will be
fairly graded and is consistent with other students across all locations
Any threats to assessment integrity and security will be addressed as required.
Intra-marking / Post-marking moderation
Intra-Marking Moderation
When: This is done during the time of the grading process.
What is done? [As appropriate for the unit]
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The Unit Coordinator is responsible for the management of marking/ grading, moderation, and submission
of results and finalisation of grades.
The Unit Coordinator meets with markers to ensure all markers have the same understanding of marking
and feedback expectations.
Marking guides/rubrics are used wherever possible to minimise variation across the marking team.
Post-Marking Moderation
When: This is done after completion of the grading process.
What is done? [As appropriate for the unit]
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Grades are re-checked by ‘Check Second marking’ in which a random sample of student work is doublechecked for consistency against marking criteria.
For borderline grades (just above/below a pass mark), grades are double checked to ensure they are
correct and consistent against marking criteria.
Very high and very low grades are double checked to ensure they are correct and consistent against
marking criteria.
A sample of work may be moderated by markers outside of the teaching/marking team.
The UC meets with the grading team to confirm the fairness and consistency of the marking process.
Late assessment
Where the submission of a late assessment is permitted, late penalties will be consistently applied in this unit.
Where a late assessment is permitted for an assessment item or the entirety of the unit (refer to the Assessment
Schedule table in this Unit Outline) and the student does not have an approved assessment extension:
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1.
2.
3.
For assessment items submitted within the first 24 hours after the due date/time, students will be penalised
by a deduction of 5% of the total marks allocated for the assessment task;
For each additional 24 hour period commenced an additional penalty of 10% of the total marks allocated
for the assessment item will be deducted; and
Assessment items submitted more than 168 hours late (7 calendar days) will receive a mark of zero.
Where late assessment is NOT permitted for an assessment item or the entirety of the unit (refer to the
Assessment Schedule table in this Unit Outline) and the student does not have an approved assessment extension:
1.
All assessment items submitted after the due date/time will receive a mark of zero.
Assessment extension
Where an application for an assessment extension is permitted for an assessment item(s) within this unit (refer to
the Assessment Schedule table in this Unit Outline):
1.
2.
3.
4.
A student who is unable to complete an assessment item by/on the due date/time as a result of exceptional
circumstances beyond the student’s control, may apply for an assessment extension on the Assessment
Extension Application Form as prescribed by the Academic Registrar. The form is available on the Forms
page at https://students.curtin.edu.au/essentials/forms-documents/forms/ and also within the student’s
OASIS (My Studies tab – Quick Forms) account.
The student will be expected to submit their application for an Assessment Extension with supporting
documentation via the online form.
Timely submission of this information supports the assessment process. For applications that are declined,
delayed submission may have significant ramifications on the possible marks awarded.
An application may be accepted up to five working days after the due date/time of the assessment item
where the student is able to provide a verifiable explanation as to why they were not able to submit the
application prior to the assessment due date/time
Where an application for an assessment extension is NOT permitted for an assessment item(s) within this unit
(refer to the Assessment Schedule table in this Unit Outline):
1.
All assessment items submitted after the due date/time will be subject to late penalties or receive a mark of
zero depending on the unit permitting late assessment submissions.
Deferred assessments
If your results show that you have been granted a deferred assessment you should immediately check OASIS for
details.
Deferred examinations/tests will be held from 15/07/2024 to 24/07/2024 . Notification to students will be made
after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.
Further assessment
Further assessments, if granted by the Board of Examiners, will be held between 15/07/2024 and 24/07/2024 .
Notification to students will be made after the Board of Examiners meeting via the Official Communications
Channel in OASIS.
It is the responsibility of the student to be available to complete the requirements of a further assessment. If your
results show that you have been granted a further assessment you should immediately check OASIS for details.
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Reasonable adjustments for students with disabilities/health circumstances likely to impact on
studies
A Curtin Access Plan (CAP) is a document that outlines the type and level of support required by a student with a
disability or health condition to have equitable access to their studies at Curtin. Carers for people with disability
may also be eligible for support. This support can include alternative exam or test arrangements, study materials
in accessible formats, access to Curtin’s facilities and services or other support as discussed with an advisor from
AccessAbility Services.
Documentation is required from your treating Health Professional to confirm your health circumstances or carer
responsibilities.
If you think you may be eligible for a CAP, please contact AccessAbility Services. If you already have a CAP please
provide it to the Unit Coordinator in week 1 of each study period.
Referencing style
The referencing style for this unit is Chicago 17th Author-Date.
More information can be found on this style from the Library web site:
https://libguides.library.curtin.edu.au/uniskills/referencing/chicago17.
Privacy
As part of a learning or assessment activity, or class participation, your image or voice may be recorded or
transmitted by equipment and systems operated by Curtin University. Transmission may be to other venues on
campus or to others both in Australia and overseas.
Your image or voice may also be recorded by students on personal equipment for individual or group study or
assessment purposes. Such recordings may not be reproduced or uploaded to a publicly accessible web
environment. If you wish to make such recordings for study purposes as a courtesy you should always seek the
permission of those who are impacted by the recording.
Recording of classes or course materials may not be exchanged or distributed for commercial purposes, for
compensation, or for any other purpose other than personal study for the enrolled students in the unit. Breach of
this may subject a student to disciplinary action under Statute No 10 – Student Disciplinary Statute.
If you wish to discuss this please talk to your Unit Coordinator.
Copyright
The course material for this unit is provided to you for your own research and study only. It is subject to
copyright. It is a copyright infringement to make this material available on third party websites without the express
written consent of Curtin University.
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Faculty of Business and Law
School of Management and
Marketing
Academic Integrity (including plagiarism and cheating)
Academic Integrity
Curtin’s Student Charter, Academic Integrity Program (AIP), and core Values guide expectations regarding student
behaviour and responsibilities. Information on these topics can be found on the Academic Integrity Website.
Academic Integrity Warnings
An Academic Integrity Warning may be issued to a student in limited circumstances and only where misconduct is
not involved.
Academic Misconduct
Staff members are required to report poor academic practice and suspected misconduct. Academic Misconduct
means conduct by a student that is dishonest or unfair in connection with any academic work. This includes all
types of plagiarism, cheating, collusion, falsification or fabrication of content, and behaviours like falsifying
medical certificates for extension. Contract cheating, the use of file sharing, translation services/apps,
paraphrasing tools (text-spinners), article generators, and assignment help websites also may be considered
academic misconduct.
Check your assessment instructions carefully before using any generative artificial intelligence (Gen-AI) software
(e.g. Chat GPT, Midjourney, GitHub Copilot, etc.). You are not permitted to use Gen-AI software in any assessment
task unless written permission is explicitly granted by the Unit Coordinator (e.g. within Blackboard or the
assignment specifications). If the use of Gen-AI software has been approved, you must document its use, apply
appropriate acknowledgement and attribution rules, and include a statement as to the nature and extent of the
use when submitting the assessment. Unapproved, inappropriate, or undisclosed use may be dishonest or unfair
behaviour, and thus considered misconduct. For further information on the use of Gen-AI software see the
Academic Integrity Website.
The longer term personal, social, and financial consequences of misconduct can be severe, so please ask your
tutors or unit coordinator if you need clarification or are unsure what to do. If your work is the subject of an
inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work
under inquiry will not be graded until the process has concluded. Penalties for misconduct may include a warning,
a reduced or nil grade, a requirement to repeat the assessment, an annulled grade (ANN) or termination from the
course. For more information refer to Statute No.10 Student Discipline and Academic Misconduct Rules.
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Faculty of Business and Law
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Information and Communications Technology (ICT) Expectations
Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning
systems such as Blackboard and Library Services.
You may also require a computer or mobile device for preparing and submitting your work.
If you need support or to access IT equipment on the Curtin Perth campus find out more here:
www.students.curtin.edu.au/study-support/facilities-equipment/. If access to any necessary equipment is not
available students should use the resources available in the Curtin University Library. If accessing the Curtin
Library is not possible, please contact your Unit Coordinator who will be able to refer you to support service.
Curtin Connect IT Support is available by phone (Phone: 1300 222 888)
For on campus Abacus lab assistance please call the IT Service Desk on 08 9266 9000 option 2, or email
service.desk@curtin.edu.au
As a Curtin student, you have access to a range of free and discounted software. Follow the steps below to
download your free copy of Microsoft Office 365. Within the OASIS ‘Welcome’ tab, click on ‘Open your OASIS
email’. Click ‘Office 365’ in the top left corner of the page. Select ‘Install Office’ and follow the prompts.
For general ICT assistance, in the first instance please contact OASIS Student Support:
oasisapps.curtin.edu.au/help/general/support.cfm
For specific assistance with any of the items listed below, please visit UniSkills and the IT tools and guides
webpage.
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Using Blackboard, the I Drive and Back-Up files
Introduction to PowerPoint, Word and Excel
Additional information
Enrolment
It is your responsibility to ensure that your enrolment is correct – you can check your enrolment through the
eStudent option on OASIS, where you can also print an Enrolment Advice.
Student Rights and Responsibilities
It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to
their rights and responsibilities as a student. These include:
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the Student Charter
Values and Signature Behaviours
the University’s policy and statements on plagiarism and academic integrity
copyright principles and responsibilities
the University’s policies on appropriate use of software and computer facilities
Information on all of the above is available through the University’s “Student Rights and Responsibilities” website
at: students.curtin.edu.au/rights.
Note: In Australia and other jurisdictions, students are required to complete a screening check prior to
undertaking any activities that include children (e.g. surveying children at a school as part of a project). If this
applies to you, start by contacting your unit coordinator for advice.
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Faculty of Business and Law
School of Management and
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Student Equity
There are a number of factors that might disadvantage some students from participating in their studies or
assessments to the best of their ability, under standard conditions. These factors may include a disability or
medical condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant
caring responsibilities, pregnancy, religious practices, living in a remote location,or another reason. If you believe
you may be unfairly disadvantaged on these or other grounds please contact the appropriate service below. It is
important to note that the staff of the University may not be able to meet your needs if they are not informed of
your individual circumstances, so please get in touch with the appropriate service if you require assistance.
To discuss your needs in relation to:
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Disability or medical conditions, contact AccessAbility Services: https://students.curtin.edu.au/personalsupport/disability/
Elite athletes, contact Elite Athlete Coordinator: https://stadium.curtin.edu.au/sport/academy/elite-athleteprogram/
All other grounds, contact the Student Wellbeing Advisory Service: https://students.curtin.edu.au/personalsupport/counselling-guidance/wellbeing/
Recent Unit Changes & Response to Student Feedback
Students are encouraged to provide feedback through student surveys (such as Insight (Curtin’s new unit and
teaching survey developed in collaboration with students and staff) and the annual Student Experience Survey) and
interactions with teaching staff.
Listed below are some recent changes to the unit as a result of student feedback.
Changes are made to one of the assessments and supplementary materials of the weekly workshop activities.
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Faculty of Business and Law
School of Management and
Marketing
Program calendar
Teaching
Week
Lecture Topics
1
Introduction to Digital
Marketing
Assessment Due
Workshop Activities
Introduction to the unit
Discussion on relevant topics of the week:
E-markets –
Environmental and
Global Issues
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E- marketing plan
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Options for digital communication with consumers
Factors causing digital marketing sloppiness
E-marketing environment
Initiate group formation for online media campaign
Select a firm for e-marketing plan
2
Discussion on the pre-workshop activities
Digital Marketing Tools
– Website, Google
AdWords, Google
Analytics, AdSense.
Review of digital marketing tools
Discussion on the weekly topics:
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SOSTAC Planning Framework
RACE Planning Framework
Initiate AdWords Group Project
Selection of firms for e-marketing plan and AdWords
group project
Discuss the e-marketing environment of the selected firms
3
Segmentation,
Targeting,
Differentiation and
Positioning Strategies
Project Plan
and
Group Contact Info
Discussion on the pre-workshop activities
Discussion on weekly topics and case
Segmenting, targeting, differentiation and positioning
strategies of the firms selected for e-marketing plan
AdWords group project:
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4
Discuss the second assessment; Online media
campaign and Google AdWords;
Opening a Google AdWords account individually.
Remix the Marketing Mix:
Discussion on the pre-workshop activities
Online Product Strategy
Discussion on weekly topics: Content Marketing
Online Pricing Strategy
Product and pricing strategies of the firms selected for emarketing plan
AdWords video and discussion on – Campaign, Ad Group
and Text Ad; Key Words Types
Each member of a group will select his / her adgroup
5
Remix the Marketing
Mix:
Internet for Distribution
Online Promotion
Strategies: Basics of
Paid, Earned and Owned
media
MKTG3003 Digital Marketing and E-Commerce
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School of Management and Marketing, Faculty of Business and Law
Discussion on the pre-workshop activities
Conventional Integrated Marketing Communication
(IMC) vs Digital promotion strategies
Discussion on weekly topic: Email Marketing
Distribution and promotion strategies of the firms selected
for e-marketing plan and AdWords group project.
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Faculty of Business and Law
School of Management and
Marketing
Q & A for e-marketing plan – 4 P strategies, evaluating
performance and budget
AdWords video and discussion on – Key words planning;
Components of an effective text ad
6
Paid Media – Buying
Digital Media Space
E-marketing
plan submission
Discussion on the pre-workshop activities
Discussion/activity on selected topic:
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Formats of digital advertising
Facebook Advertising
Developing text ad in AdWords – Each member of the
group to develop 1 adgroup and 3 text ad.
Q & A for e-marketing plan
7
Online Consumer
Behaviour and
Experience
Relationship Marketing in
Online
Discussion on the pre-workshop activities
Discussion on weekly topics:
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Customer User Experience
Online Relationship Building and Loyalty
Introduction to SEM and SEO; Run a sample SEO
audit
Review of Online Buying Process and Mapping Consumer
Digital Journey
How SEO & SEM help the firm to offer a positive online
user experience
Identify touch points in the process of purchasing from a
selected firm
Map the steps in the process and comment
AdWords Group Project work:
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8
Planning and Developing
a Website
Website Content and
Traffic Building
How to understand that the AdWords campaign is
running?
Each member of a group review therr ad group and
text ads relating to other members of the group
Discussion on Preworkshop activities
Discussion on selected weekly topics:
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SEO and traffic building
Improving search engine ranking through SEO
Usability & convertibility of a website
Basics of HTML Coding – video resources
Examine selected websites critically from a SEO viewpoint
and comment. Discuss a sample SEO Audit report.
Group Project Activities: Understanding quality score and
ad rank in AdWords, Tweaking and optimizing
AdWords account (Video).
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Faculty of Business and Law
School of Management and
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Q & A – mapping digital journey
9
Customer Engagement
through Social Media
Mapping consumer
digital journey
submission
Discussion on Preworkshop activities
Discussion/activity on selected topic:
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Customer engagement through social media
Social media marketing (SMM): Goals and KPI
Introduction to Fanpage Karma – A Social Media
Analytics tool
Other Activities:
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10
Regarding Assessment 2: Select a brand or online
retail company of your choice and explore its online
presence across various social media sites.
Think about your typical online purchase process.
Identify the touch points if you are to buy the
selected brand online Map all the relevant steps in
this regard and discuss.
Discuss how the firm is keeping you invovled in its
various online channels and thus influence you to
buy or recommend it to others. Discuss the pros
and cons of the firms’ strategies (based on SEO &
SEM) and share your thoughts with your friends.
AdWords video – Tweaking and optimizing
AdWords account
Discussion/activity on selected topics:
Evaluation and
Improvement of Digital
Channel Performance
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E-marketing
performance metrics
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Key performance metrics
KPI and Web Analytics
Introducing Google Data Studio for reporting
Review of AdWords text ads, their headlines, USPs, action
lines, and description lines; and,
Guidelines for the presentation
11
Legal and Ethical Issues
Online
AdWords Group
Presentations
Online Campaign (AdWords) Group Presentation
AdWords Group
Project Report
Wrap-up
Online Marketing
Research
12
Review of the unit
submission
Q & A – Online Campaign (AdWords) Group
Project Report
Submission of Online Campaign (AdWords) Group Project
Report
Submission of the peer review
Peer Review
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On Page Optimization points to consider for the Assignment.
1. Meta Title
Title tags are the main indicators of what the web page is all about. It is clickable only when
it explains the terms in the search query. Search engines and users understand from the title
what is a page all about so make sure to have the title for all web pages. Long Title Tags: Title
length should not be more than 70 characters.
2. Meta Descriptions
Meta Description is the text that is written below the title and required to describe what the
landing page is all about and if a user finds that information useful then only he will click the
page. It should include all the targeted keywords. It should be 150-160 characters.
3. Keywords
Keyword research an important aspect, but including it in the meta tags according to recent
updates is not essential. Only put 1-2 keywords in the meta tags.
4. Keyword Density
It refers to the occurrence of a number of words per article and should be maintained
around 2-3%.
5. Anchor Text & internal linking optimization
It is a text that is hyperlinked to another page on the website. It should be descriptive enough
as it contributes in the relevancy. Internal linking optimization should be relevant including
target keywords and point to pages optimized for it to increase the reach of the post or page.
6. Heading Tags (H1 /H2 /H3)
There are 6 heading tags in HTML by which H1, H2 & H3 are very important from SEO
perspective. H1 is used for main heading, H2 for sub-heading & H3 for normal text.
7. URL
It should not be long, under 110 characters and static separated with hyphens. It should be
different from the domain name and include target keywords.
8. The image
ALT tag should be used to describe images containing main keywords. The size of images
should be less than 100 KB
9. Loading Speed:
10. Social Media Site Link:
Rubric: Mapping Consumer Digital Journey
Criteria
Introduction
(Discuss about the
brand / firm, its
industry and
targeted customers)
(Weight- 2 marks)
Mapping the digital
Journey
(Mapping the
purchase journey
through a diagram or
a flowchart covering
the entire process
and each touch
points)
(Weight – 6 points)
Critical analysis of
the customer
experience
(Critically discuss
about the brand’s /
firms’ online
presence relative to
a key competitor.
Point out the areas
that you liked and
disliked. Focus on
how the firm uses
different Digital
Marketing tools. (6
points)
Critical analysis of
the firm’s Online
Presence
Below Expectations
(Fail: 0 – 49%)
Poor description of the
firm, its products /
services, and customers.
There are lots of omissions
and/or errors either in the
content or in the
references.
Poor depiction of the
purchase journey in the
map (i.e. in the diagram or
in the flowchart). There
are lots of omissions
and/or errors in covering
the entire process and
each touch points.
Meets Expectations
(Pass: 50-59%)
Cursory description of the
firm, its products /
services, and customers.
There are some omissions
and/or errors either in
the content or in the
references.
Cursory depiction of the
purchase journey in the
map (i.e. in the diagram
or in the flowchart).
There are some omissions
and/or errors in covering
the entire process and
each touch points.
Poor critical analysis of the
brand’s / firm’s online
presence and its use of
different digital marketing
tools to offer the current
online experience. There
are lots of omissions
and/or errors either in the
content or in the
references.
Cursory critical analysis of
the brand’s / firm’s online
presence and its use of
different digital
marketing tools to offer
the current online
experience. There are
some omissions and/or
errors either in the
content or in the
references.
Poor critical analysis of the
brand’s / firm’s online
organic presence. There
Cursory critical analysis of
the brand’s / firm’s online
organic presence. There
Levels of Achievement
Meets Expectations
(Credit: 60 – 69%)
Adequate description of
the firm, its products /
services, and customers.
There are no omissions
and/or errors either in
the content or in the
references.
Adequate depiction of
the purchase journey in
the map (i.e. in the
diagram or in the
flowchart). There are no
omissions and/or errors
in covering the entire
process and each touch
points.
Exceeds Expectations
(Distinction: 70-79%)
Good description of the
firm, its products / services,
and customers. There are
no omissions and/or errors
either in the content or in
the references.
Exceeds Expectations
(High Distinction: 80-100%)
Thorough description of the
firm, its products / services,
and customers. There are no
omissions and/or errors
either in the content or in
the references.
Good depiction of the
purchase journey in the
map (i.e. in the diagram or
in the flowchart). There are
no omissions and/or errors
in covering the entire
process and each touch
points.
Thorough depiction of the
purchase journey in the map
(i.e. in the diagram or in the
flowchart). There are no
omissions and/or errors in
covering the entire process
and each touch points.
Adequate critical analysis
of the brand’s / firm’s
online presence and its
use of different digital
marketing tools to offer
the current online
experience. There are no
omissions and/or errors
either in the content or in
the references.
Good critical analysis of the
brand’s / firm’s online
presence and its use of
different digital marketing
tools to offer the current
online experience. There
are no omissions and/or
errors either in the content
or in the references.
In-depth critical analysis of
the brand’s / firm’s online
presence and its use of
different digital marketing
tools to offer the current
online experience. There are
no omissions and/or errors
either in the content or in
the references.
Adequate critical analysis
of the brand’s / firm’s
online organic presence.
Good critical analysis of the
brand’s / firm’s online
organic presence. There
In-depth critical analysis of
the brand’s / firm’s online
organic presence. There are
(Critically discuss
about the brand’s /
firms’ online organic
presence by running
a SEO and Social
Media audits. (8
points)
Recommendations
for overall
rewarding customer
experience
(Recommend and
discuss useful digital
marketing tactics
that the firm or
brand could use to
make your online
purchase journey
more rewarding)
(Weight – 8 marks)
Quality of
Communication
(Weight – 2 marks)
are lots of omissions
and/or errors in reporting
the SEO and Social Media
audits of the website of
the selected from or
brand.
are some omissions
and/or errors in reporting
the SEO and Social Media
audit of the website of
the selected from or
brand.
There are no omissions
and/or errors in reporting
the SEO and Social Media
audit of the website of
the selected from or
brand.
are no omissions and/or
errors in reporting the SEO
and Social Media audit of
the website of the selected
from or brand.
no omissions and/or errors
in reporting the SEO and
Social Media audit of the
website of the selected from
or brand.
Poor description of
various useful digital
marketing tools that the
firm or brand could use to
make the online purchase
journey more rewarding.
There are lots of omissions
and/or errors either in the
content or in the
references.
Cursory description of
various useful digital
marketing tools that the
firm or brand could use to
make the online purchase
journey more rewarding.
There are some omissions
and/or errors either in
the content or in the
references.
Adequate description of
various useful digital
marketing tools that the
firm or brand could use to
make the online purchase
journey more rewarding.
There are no omissions
and/or errors either in
the content or in the
references.
Good description of various
useful digital marketing
tools that the firm or brand
could use to make the
online purchase journey
more rewarding. There are
no omissions and/or errors
either in the content or in
the references.
In-depth description of
various useful digital
marketing tools that the firm
or brand could use to make
the online purchase journey
more rewarding. There are
no omissions and/or errors
either in the content or in
the references.
Quality of communication
and the language choices
are inappropriate for the
discipline or inadequate
for the task. Numerous
grammatical errors cause
difficulty for the audience.
Quality of communication
and the language choices
are appropriate for the
discipline and the task.
There are some
grammatical errors that
do not hinder readers’
understanding.
Quality of communication
and the language choices
are appropriate for the
discipline and the task.
Grammar is largely
correct (with few errors)
for readers’
understanding.
Quality of communication
and the language choices
are appropriate for the
discipline and the task.
Grammar is mostly correct
(with rare minor errors) for
readers’ understanding.
Quality of communication
and the language choices are
flexibly and effectively used
and appropriate for the
discipline and the task. The
presentation of relevant
information is virtually error
free.
Tips for Mapping Consumer Digital Journey
Please follow the below structure for the assessment titled “Mapping Consumer Digital Journey” –
1. Introduction (2 marks): Discuss about the brand / firm, its industry and targeted customers.
2. Mapping the digital Journey (6 points): Map the purchase journey through a diagram or a flowchart
covering:
–
The entire decision-making process
–
Firm’s and consumer’s goal at each stage of decision-making process.
–
Touch points.
–
Pain points
–
Moment of truth
–
Opportunities to improve
3. Critical analysis of the customer experience (4 points): Critically discuss about the brand’s / firms’
online presence relative to a key competitor. Using the Digital Journey Map to point out the areas that
you liked and disliked. Discuss the reasons behind the positive/negative interactions you have with the
brand. Focus on how the firm uses different Digital Marketing tools.
4. Critical analysis of the brand’s/firm’s Online Presence (8 points):
–
Critically discuss about the brand’s / firms’ online organic presence by running a SEO audit.
Focus on On-Site SEO analysis of the home page or a specific landing page. 3 dot points
minimum
–
Critically discuss the brand’s / firm’s presence on social media platform of your choice (Facebook
and Instagram are recommended). You can use Fanpage Karma to analyse the online presence of
your selected company relative to a key competitor. 3 dot points minimum
–
Optional: comparison with 1 competitor.
5. Recommendations for Online Experience (8 points): Incorporate findings from the critical analyses
in Sections 2., 3. and 4 and recommend strategies for better online experience:
–
For instance, suggest On-Site SEO efforts for content optimization – improved key words and
content, for the home page or a specific landing page.
–
Recommend digital-oriented improvements to address the issues found in the Digital Journey and
to provide the consumers with a rewarding customer experience.
6. Quality of Communication (2 points): The quality of communication and the language choices
should be appropriate for the discipline and the task. The presentation should be essentially error free.
Building the
Customer Journey
With $83 billion lost to poor customer
experiences each year *, it’s never been more
evident the critical impact that your brand
experience has on your bottom line. And while
today’s consumer is seamlessly
communicating across all channels, most
brands are still trying to manage those
relationships via touchpoints. Now is the time
to go beyond traditional touchpoints―building
real relationships and creating a customer
journey like never before. Let’s get started!
*The State of Marketing 2013, IBM’s Global Survey of Marketers
What does a customer
journey look like?
Meet Alex.
Let’s follow him through his customer journey with a leading retail brand.
Awareness
Engagement
Purchase
Reengagement
Alex sees an offer
from a top brand on
his friend’s
Facebook page.
He “likes” the
brand’s Facebook
page to learn more,
and he receives
an offer in his
welcome email.
Alex visits the
brand’s website and
makes a purchase
using his offer code.
Then, he receives
a purchase
confirmation email.
Alex gets an email
asking him to review
his purchase and
check out other
relevant products.
What are
your goals?
Jot down your top three business objectives for the coming year. These goals are
fundamental to building the customer journey and will help you determine if your
brand experience is supporting the needs of your customers and your business.
1
2
3
How are your
customers
engaging?
Awareness
Facebook ad
Facebook suggested
content
Friend’s Facebook post
Twitter post
Pin on Pinterest
Spotify/Pandora ad
YouTube ad
Banner ad
Word-of-mouth
Direct mail
Search engine/PPC
TV ad
Radio Ad
Print Ad
News Article
Event/Conference
Cold Call
Engagement
Like Facebook page/post
Unlike the brand on
Facebook
You’ve seen how Alex interacts with one of his favorite brands, but how do
customers interact with your brand? Using the checklist below, simply mark the
possible online and offline touchpoints for your customers. Each business is
unique, so feel free to add your own touchpoints if they’re not listed here.
Follow on Twitter
Unfollow the brand on Twitter
Retweet content
Pin item on Pinterest
Check in via Foursquare
Add tip on Foursquare
Tag brand on Instagram
Follow brand on Instagram,
Google+, etc.
Watch Youtube video
Share content via social
Share experience via social
Tag a brand on social media
Comment on blog
Visit Website
Add product to online cart
Click a banner ad
Email Opt-in
Opt-out of email
Forward email to a friend
Open email
Email click-through
Receive birthday offer
Receive abandoned cart offer
Receive welcome email
Receive targeted email based on
browsing history
Edit preference center
Mobile opt-in
Receive SMS message
Download mobile app
Opt-in to push notifications
Read geo-targeted push
notification
Access mobile app
Receive promotional text
Visit store
Call customer service
Access QR code
Enter contest/sweepstakes
Browse product reviews
Purchase
Make online purchase
Make in-store purchase
Make purchase via phone
Purchase from third party
(ex: Amazon)
Make a return
Make a payment
Receive email receipt
Receive shipping/tracking
information
Receive delivery notification
Share purchase experience
via social
Share product purchase via social
Use promo code
Use coupon
Use giftcard
Reengagement
Product reviews
Edit preference center
Complete survey
Sign up for loyalty program
Word-of-mouth
Targeted Facebook promotion
Receive product
recommendation email
Receive win-back email
Receive anniversary message
Receive reengagement email
Build your customer journey.
Now that you have a clear picture of how your customers are engaging with your
brand, you can finally create your customer journey. Start by stringing together
some of the most common touchpoints for awareness, engagement, purchase,
and reengagement to create your unique customer journey.
We can help you put your customer journeys into action!
Call us at 866.362.4538 to get started.