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MRKTG304-23B (NET)
Applied Digital Marketing
15 Points
Staff
Convenor(s)
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Roy Larke
4137
MSB.4.23
roy.larke@waikato.ac.nz
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Administrator(s)
Librarian(s)
You can contact staff by:
- Calling +64 7 838 4466 select option 1, then enter the extension.
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Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
- For extensions starting with 4: dial +64 7 838 extension.
- For extensions starting with 5: dial +64 7 858 extension.
- For extensions starting with 9: dial +64 7 837 extension.
- For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
What this paper is about
How this paper will be taught
This is an entirely NET paper, which means a large self-study component. Each week, you should review the slides available and complete the tutorial exercises. Almost all of these exercises form a part of the final website assignment, so the content can be used twice.
The course has a strong practical component. At the end of the course, you should be able to make informed decisions about the best way to plan and implement a digital marketing strategy. You should also have completed activities on the course that will make sense in future job interviews. The course, as with the subject matter, is constantly evolving.
The final website assignment is presented in three parts, making up almost half of the entire grade. In total, these will take up around 50 hours of work – this is a lot of work, so it's important not to leave things until the very end. To build the site, you must practice and learn the software in your own time. If you get stuck, you should contact the instructor or one of the tutors for help. If you complete the weekly exercises, the halfway website set up, and you will have less work to complete at the end of the paper.
Required Readings
The following texts are the basis of most of the slide content and will greatly help in studying for the tests, and quizzes and for general understanding. It's not possible to cover every little detail in class, so you should be prepared to read these texts to understand them fully. Purchase is very strongly recommended.
DIGITAL MARKETING ESSENTIALS:
The first text is a digital text, and the purchase is a lifetime license, including future updates. The book is very good for online advertising and e-commerce and, unlike other texts, is constantly updated (it is even much improved on last year, for example):
- Larson, J. and Draper, S. (2019) ‘Digital Marketing Essentials’, Utah, Stukent.
For more details about the book before purchase, please read the following before purchasing: Digital Marketing Essentials
To purchase a license for the book for use in this course, you need to use the following link:
- Link to purchase Digital Marketing Essentials [https://home.stukent.com/join/6C9-E28]
- NOTE: Buying a printed copy of the textbook is optional and not required, but the digital edition is strongly recommended.
Additional readings and videos will be provided for most subjects covered. ALL course materials may be used for test content. An additional recommended book will be introduced in Week 1 or 2, depending on discounts available.
BUILDING A WEBSITE CLICK BY CLICK
The following book is available through the library. It is also mostly about marketing online rather than simply building websites:
Learning Outcomes
Students who successfully complete the course should be able to:
Assessments
How you will be assessed
NOTE ON ASSIGNMENT DETAILS
Due to the detail required on some assignments, up to date instructions are supplied through links on Moodle.
IMPORTANT NOTE ON REPORT PRESENTATION & WRITING STYLE
When preparing ANY written work for this course, please note:
- Cover pages are NEVER required. Please add your name and ID in the document's header.
- Clear, concise, business style writing is expected for everything. Imagine you're writing for a very busy boss. Keep it simple and get to the point.
- Always split your documents into a clear structure using sub-headers – and make the sub-headers descriptive (e.g. "Section 1" is NOT a good sub-header, "Reasons why I chose this business model" is better).
- Use bullet points wherever possible. Bullets should be a maximum 1-2 lines long.
- Always spell check and grammar check.
All grading will include a presentation component and you will lose marks if:
- There are spelling or grammatical errors
- Bullets and sub-headers are not used or used poorly
- The writing style is long-winded and unnecessarily padded
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam.