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Newcastle Business School
MKTG3002: Digital Marketing and Social Media
2022
CRICOS Provider
00109J
MISSION: Our Mission is to advance responsible and impactful business knowledge. To achieve
our mission, we develop life ready graduates and build global and local partnerships through
ethical and innovative practices.
OVERVIEW
Course Description Developments in information and communication technologies coupled
with a radical shift to the Internet by businesses and consumers has
raised new questions about how businesses communicate with and
deliver value to customers. The course focuses on understanding how
businesses engage with customers and stakeholders in a digital
environment and develops skills in social media marketing. It provides
students with a thorough understanding of digital and social media
marketing theory and incorporates practical and contemporary
examples.
Please note: Students will study in the format that complies with COVID-19 restrictions in
place at the time. This may mean face to face in person delivery or live delivery via
technology.
Contact Hours Integrated Learning Session
Face to Face On Campus
2 hour(s) per Week for Full Term
Students are expected to complete 4 hours of guided learning via
online preparation, lectures, interactive workshops, tutorials,
discussion groups or self-directed learning and an additional 6 hours
of independent study per week.
Unit Weighting 10
Assumed Knowledge MKTG1001 Foundations of Marketing or MKTG2100 Principles of
Marketing
Workload Students are required to spend on average 120-140 hours of effort
(contact and non-contact) including assessments per 10-unit course.
Please refer to the course CANVAS site for details of teaching staff for ALL course
offerings. The primary contact for courses is the Course Coordinator, whose details are
listed on the course CANVAS site.
Student Consultation A minimum of 1 hour of consultation per week. Please see course
CANVAS site for details of time and location.
Course Learning
Outcomes
On successful completion of this course, students will be able to:
1. Demonstrate advanced understanding of today’s digital and social
media-marketing landscape;
2. Demonstrate how user-generated content in social media can be
collected and analysed to guide marketing strategy;
3. Demonstrate the understanding of digital and social media
Analytics and the capability to use online analytical tools;
4. Articulate specialised knowledge of digital and social media
marketing in both oral and written contexts; and
5. Demonstrate the capability to work both independently and in a
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team environment employing inquiry processes to complete
marketing projects.
ASSESSMENT DETAILS
This course has 3 assessments. Each assessment is described in more detail in the sections below
Assessment
Name
Due
Date
Involvement Weighting Learning
Outcomes
1 In-term tests Quiz 1: Sunday of week 4 by 11:59pm
Quiz 2: Sunday of week 8 by 11:59pm
Individual 20% 2, 3, 5
2 Digital Marketing Plan Part A: Sunday of week 10 by 11.59pm
Part B: Sunday of week 12 by 11.59pm
Individual –
Part A
Group – Part
B

45% 1, 2, 3, 4, 5
3 Final Examination Formal Examination Period Individual 35% 1, 3, 4
Please note: from Semester 2, 2022 exams will be face-to-face for all onshore students. Offshore students
will undertake an online invigilated examination.
Please note: students are advised that all assessments must be submitted in English. Assessment items not
submitted in English will receive a mark of zero.
Results of individual assessment items and final results, including those provided via the Learning Management
System (LMS) are ‘unofficial results’ until they are confirmed as finalised by the School Assessment Body and
the Head of School or delegate. Finalised results are released directly to students on the Fully Graded Date of
the relevant Semester/Trimester.
Time referenced is time in Newcastle NSW
Late Submissions The mark for an assessment item submitted after the designated time on the due date, without
an approved extension of time, will be reduced by 10% of the possible maximum mark for that
assessment item for each day or part day that the assessment item is late.
Note: this applies equally to week and weekend days.
Assessment 1 – In Term Tests
Assessment Type In-term test
Purpose The purpose of this assessment is to assess students’ knowledge of the course content.
Description Two (2) online quizzes are to be completed periodically during the term, each worth 10%.
Each quiz will be available in CANVAS for 24 hours on the due date. Students will be able to
complete the quiz at any time during that 24-hour period. Each student will have only one
attempt to complete the quiz; therefore, once a quiz is started, it must be completed.
Quiz 1 will have questions from Chapters 1, 2, 4, 5, 6 and 7 of the required textbook.
Quiz 2 will have questions from two (2) sets of learning materials provided by Google:
‘Google Analytics for Beginners’ and ‘Google SEO starter guide’. Links to these Google
materials will be provided on the course CANVAS site.
Weighting 20% – Quiz 1 (10%) and Quiz 2 (10%)
Length 20 minutes for each quiz
Due Date Quiz 1: Sunday of week 4 by 11.59pm
Quiz 2: Sunday of week 8 by 11.59pm
Submission Method Online quiz via course CANVAS site
Assessment Criteria Each test will be a multiple-choice exam of 20 questions
Return Method Not Returned
Feedback Provided Feedback available via CANVAS after the due date.
Assessment 2 – Digital Marketing Plan
Assessment Type Written Assignment
Purpose The purpose of this assessment is to assess students’ knowledge of the course content.
MKTG3002: Digital Marketing and Social Media – 2022
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Description The assessment consists of two (2) parts; Part A is the prerequisite for Part B. Students must
review and understand the comprehensive assignment details and marking rubric available on
CANVAS. The contents and format of the reports must conform to the details provided on
CANVAS.
Part A (10%) – Individual report on social-media-post creation and LinkedIn profile
optimisation and analysis of social-media posts made by individual students
The Part A Report must not be merely descriptive but must analyse, discuss and evaluate
ideas to inform marketing decision making. As such, scholarly journals, industry reports and
textbooks are required to support the decisions and recommendations contained within the
report.
Part B (35%) – Group report on a digital and social media marketing plan. This report
includes:
– Development of SWOT table using qualitative data from social-media listening,
analysis of the voice of the customer and quantitative social-media analytics.
– Develop integrated marketing objectives by assessing customer-persona and value creation propositions.
– Development of a social-media-focused digital-marketing plan, schedule and budget.
Note: The Part B group mark is an overall mark.
More information on the Digital Marketing Plan Report will be provided on CANVAS. The Part
B Report must not be simply descriptive in nature but must analyse, discuss and evaluate
ideas to inform decision making. As such, scholarly journals, business periodicals and
textbooks are required to support your report’s decisions and recommendations.
Weighting 45% Part A (10%) and Part B (35%)
Length 4500 words (Part A 500 words, Part B 4000 words)
Due Date Part A Sunday of week 10 by 11.59pm
Part B Sunday of week 12 by 11.59pm
Submission Method Online
Part A: Online via Turnitin. Each student has to submit the individual report.
Part B: Online via Turnitin. Only ONE group member has to submit the group report.
Assessment Criteria Part A involves:
– Example-based learning: Analysis of social-media activities of selected brands in
different cultural contexts.
– Qualitative analysis: Use social-media netnography techniques to explore public
posts to listen to the voice of the customer (VoC) in the selected product categories.
– Quantitative analysis: Use website and social-media analytics to assess the
performance of digital channels.
– Personal branding: Use content-development techniques to improve your
professional online profile.
– Analytics report: Using the detailed criteria and marking rubric available on
CANVAS, prepare a summary of the findings.
The length of 500 words does not include the cover page, tables, charts, section titles,
references and appendices.
Part B involves:
– Application of theory in marketing practice: Using the input from Part A, the group
will use the value-proposition canvas available at Strategyzer.com to understand
customers clearly, exploring multiple marketing goals in order to enhance the
customer experience (CX).
– Application of the latest digital-marketing framework: Using the RACE digital-
marketing-planning framework available at Smartinsights.com, the group will develop
a specific SMART marketing objective and select strategy and tactics to achieve that
marketing objective. The examples from Activity 1, i.e., good social-media marketing
practices, should guide your selection of tactics.
– Formal marketing-report writing: Using the detailed criteria and marking rubric
available on CANVAS, prepare a professional report that represents the group’s
ability to make a strategic digital-marketing decision.
The length of 4000 words does not include the cover page, Executive Summary, Table of
Contents, tables, charts, section titles, references and appendices.
Please note: Self and Peer Assessment: A single mark is given for the group
assignment. This mark will be then moderated by “self and peer assessment” using the
SPARK software so that individual group members may receive different marks. Any
moderated individual mark received by each group member is based on contribution to the
assignment and, more importantly the ability to work with others.
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Individually group members are required to submit a self and peer assessment through
SPARK within 24 hours of the due date. Failure to complete SPARK will result in a mark
of zero. The criteria for the self and peer assessment are found along with the instructions on
how to use SPARK on CANVAS. Please note: NO SPARK NO MARK.
Return Method Online
Feedback Provided Online
Assessment 3 – Final Examination
Assessment Type Formal Examination
Purpose The purpose of this assessment is to assess student’s cumulative knowledge of digital
and social-media marketing to develop marketing solutions.
Description This is a RESTRICTED OPEN BOOK examination and the use of a Memory Aid Sheet
is permitted. The memory aid is a student prepared 1 x A4 double-sided sheet of
handwritten or typed notes for use during the examination.
Note: memory aids must be left on the examination desk and cannot be removed from
the examination venue.
Weighting 35%
Length 120 minutes
Due Date Formal Examination
Submission Method Formal Exam
Assessment Criteria The following criteria will be used to allocate grades for the assignment via instructor
evaluation:
– Ability to answer the question posed.
– Quality, appropriateness and content of the response.
– Practical evaluation and discussion supported by reference to academic
argument, models and concepts appropriate to the topic.
– Ability to present, adopting conventional academic conventions, including those in
respect of clarity, spelling, grammar and use of syntax.
Return Method Not Returned
Feedback Provided No Feedback. Examination scripts will not be returned to students. Final examination
scripts will be made available for review by students, upon request, in a controlled and
monitored setting. Students are required to make requests, directly to the relevant
course coordinator. Completed examination scripts are kept by the Newcastle Business
School for a period of six (6) months only, from the relevant fully graded date. Requests
made after the six (6) month period cannot be considered.
SYLLABUS
Course Content Topics in the course include but are not limited to the following:
1. Introduction to digital and social media marketing (SMM)
2. Social networking sites (SNS) and integrated marketing objectives
3. Rules of engagement (Ethics) in social media marketing
4. Customer engagement behaviour (CEB) in social media
5. Social media analytics
6. Social media listening: User-generated content (UGC) and Voice of customer (VoC)
7. Search engine marketing (SEM) and Search engine optimisation (SEO)
8. Audience targeting in SMM: Customer persona and value creation
9. Personal branding in social media
10. Paid social media marketing
11. Content-marketing tactics in social media, and
12. Mobile marketing on social networks
Course Materials Required Text:
Zahay, D., Roberts, M., Parker, J., Barker, D., & Barker, M. (2023). Social Media
Marketing: A Strategic Approach (3rd Edition). Boston, MA: Cengage Learning.
ISBN: 9780357516188. https://au.cengage.com/c/social-media-marketing-a-strategic approach-3e-zahay/roberts/parker/barker/barker/9780357516188/
Please refer to the course CANVAS site for details of additional recommended texts.
MKTG3002: Digital Marketing and Social Media – 2022
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SCHEDULE
Week Topic Class Preparation Workshop Activities
1 Introduction to digital and
social-media marketing
(SMM)
Reading: Course outline, Chapter
1.
Lectorial: Course and assessment
overview
2 Integrated marketing
objectives
Reading: Chapter 2 and Appendix,
Group Assessment 2 details
Lectorial: RACE digital-marketing
planning framework, SWOT, SMART
objectives and Assessment 2
overview.
3 Marketing with social networking sites (SNS) and
rules of engagement
Reading: Chapter 4, 5 and 6.
Workshop 1:
Workshop 1: Form groups for
Assessment 2 and develop a social media communication policy
4 Customer-engagement
behaviour (CEB) in social
media and social-media
analytics
Reading: Chapter 13 and 14.
Workshop 2: Social-media monitoring and management tools
Workshop 2: Social-media monitoring and management tools
Assessment 1 due: Quiz 1
Sunday of week 4 by 11:59pm
5 Social-media listening:
User-generated content
(UGC) and Voice of the
customer (VoC)
Reading: Chapter 8 and
recommended journal articles &
online resources (see CANVAS).
Workshop 3: Social-media
netnographic analysis
6 Search-engine marketing
(SEM): Website analytics
for organic search-engine
result pages (SERPs)
ranking
Reading: Google Analytics for
Beginners – selected eLearning
module (See CANVAS).
Workshop 4: Web-analytics metrics,
data interpretation and online digital
marketing tools
7 Search-engine marketing
(SEM): Content
optimisation for organic
SERPs ranking
Reading: Google SEO starter guide
(see CANVAS).
Workshop 5: On-page audit, keyword
analysis and SEO content
development
8 Audience targeting in SMM:
Customer persona and
value creation
Reading: Chapter 3. Workshop 6: The value proposition
canvas by Strategyzer.
Assessment 1 due: Quiz 2 Sunday
of week 8 by 11:59pm
9 Personal branding in social
media
Reading: Assigned readings on
CANVAS.
Workshop 7: Optimise personal
LinkedIn profile
10 Paid social-media
marketing
Reading: Chapter 6 and Selected
e-Learning modules (See
CANVAS).
Workshop 8: Advertising on
Facebook
Assessment 2 due: Part A Sunday
of week 10 by 11:59pm
11 Content-marketing tactics in
social media
Reading: Chapters 7, 8, 9, and 10 Workshop 9: Social-media-marketing
activity schedule and resource
estimate
12 Mobile marketing on social
networks
Reading: Chapter 11 Workshop 10: Format report in MS
Word
Assessment 2 due: Part B Sunday
of week 12 by 11:59pm
13 Review Course review and Final Exam
briefing
Course review and Final Exam
briefing
Please note: Assessment completion and submission methods for Offshore students will vary depending
upon COVID-19 restrictions. Please refer to the course CANVAS site for further details.
Please note: if a class/lecture is scheduled on a public holiday, a make-up lecture may be announced by the
course coordinator on the course CANVAS site.
MKTG3002: Digital Marketing and Social Media – 2022
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CONTACTS
School Offices Newcastle Business School – Callaghan, Newcastle City & Online
NU space
409 Hunter Street
Newcastle
nbs.enquiries@newcastle.edu.au
+61 2 4921 5511
Newcastle Business School – Ourimbah/Gosford
BO1.13, Business Offices
Ourimbah
cccbusiness-school@newcastle.edu.au
+61 2 4349 4453
Newcastle Business School – Sydney
55 Elizabeth Street
Sydney
nbs-sydney@newcastle.edu.au
+61 2 82626432
PSB Academy Enquiries
Ph: +65 6390 9000
Log your question or request to the PSB Program Executives at the following website:
http://www.psb-academy.edu.sg/enq
MKTG3002: Digital Marketing and Social Media – 2022
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ADDITIONAL INFORMATION
Grading Scheme This course is graded as follows:
Range of
Marks
Grade Description
85-100 High
Distinction
(HD)
Outstanding standard indicating comprehensive knowledge
and understanding of the relevant materials; demonstration of
an outstanding level of academic achievement; mastery of
skills*; and achievement of all assessment objectives.
75-84 Distinction
(D)
Excellent standard indicating a very high level of knowledge
and understanding of the relevant materials; demonstration of
a very high level of academic ability; sound development of
skills*; and achievement of all assessment objectives.
65-74 Credit
(C)
Good standard indicating a high level of knowledge and
understanding of the relevant materials; demonstration of a
high level of academic achievement; reasonable development
of skills*; and achievement of all learning outcomes.
50-64 Pass
(P)
Satisfactory standard indicating an adequate knowledge and
understanding of the relevant materials; demonstration of an
adequate level of academic achievement; satisfactory
development of skills*; and achievement of all learning
outcomes.
0-49 Fail
(FF)
Failure to satisfactorily achieve learning outcomes. If all
compulsory course components are not completed the mark
will be zero. A fail grade may also be awarded following
disciplinary action.
*Skills are those identified for the purposes of assessment task(s).
Communication
Methods
Communication methods used in this course include:
– CANVAS Course Site: Students will receive communications via the posting of content
or announcements on the CANVAS course site.
– Email: Students will receive communications via their student email account.
– Face to Face: Communication will be provided via face to face meetings or supervision.
Course Evaluation
Oral Interviews
Each year feedback is sought from students and other stakeholders about the courses offered
in the University for the purposes of identifying areas of excellence and potential
improvement.
As part of the evaluation process of any assessment item in this course an oral examination
may be conducted. The purpose of the oral examination is to verify the authorship of the
material submitted in response to the assessment task. The oral examination will be
conducted in accordance with the principles set out in the Oral Examination Guidelines. In
cases where the oral examination reveals the assessment item may not be the student’s own
work the case will be dealt with under the Student Conduct Rule.
Academic Misconduct All students are required to meet the academic integrity standards of the University. These
standards reinforce the importance of integrity and honesty in an academic environment.
Academic Integrity policies apply to all students of the University in all modes of study and in
all locations. For the Student Academic Integrity Policy, refer to
https://policies.newcastle.edu.au/document/view-current.php?id=35.
Adverse
Circumstances
You are entitled to apply for special consideration because adverse circumstances have had
an impact on your performance in an assessment item. This includes applying for an
extension of time to complete an assessment item. Prior to applying you must refer to the
Adverse Circumstances Affecting Assessment Items Procedure, available at
https://policies.newcastle.edu.au/document/view-current.php?id=236. All applications for
Adverse Circumstances must be lodged via the online Adverse Circumstances system, along
with supporting documentation.
Important Policy
Information
The ‘HELP for Students’ tab in UoNline contains important information that all students should
be familiar with, including various systems, policies and procedures.
This course outline was approved by the Head of School. No alteration of this course outline is permitted without Head of School
approval. If a change is approved, students will be notified and an amended course outline will be provided in the same manner as
the original.
? 2022 The University of Newcastle, Australia