MRKTG204-19A (HAM)

Digital Marketing and Branding

15 Points

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Division of Management
School of Management and Marketing


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Paper Description

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This paper aims to provide an introduction to concepts behind digital marketing, as well as some practical experience of a few of the tools currently being used – and awareness of a lot more of them. Your understanding of marketing and strategy from other courses will be applied to digital platforms and technologies.

The course will have a strong practical element that is introduced in labs and which will require self-study outside of class time.

There are several important caveats to studying digital marketing:

  1. There is a lot of confusion and misunderstanding about what Digital Marketing actually is. In this course, it is treated as, “Any aspect of marketing that uses digital platforms either wholly or partially as part of a marketing strategy” That means that almost all modern marketing comes under this heading. Concepts learnt in earlier courses such as Marketing 101, Consumer Behaviour, Marketing Strategy, and Advertising & Promotions, all come into play in implementing a digital strategy.
  2. Almost everyone has had direct experience in digital marketing, just as everyone has used a shop or seen an advert. In actuality, traditional methods for developing ad campaigns, designing questionnaires or running a retail stores are today all superseded by digital alternatives, and even as customers, you are probably more aware of those alternatives. Some of you will have used digital marketing in your jobs already. The range of knowledge within the class is usually quite diverse. Unlike most courses, there is no single, baseline starting point for the majority of students enrolled.
  3. Just as marketing is core to any business, so today and into the future, that will mean digital marketing. As an extreme example, even for a business with no web presence, no Facebook Page, or even no e-mail address, it’s likely that customers will find your location by searching for you online. You cannot avoid it. Digital tools allow marketing strategy to be implemented more efficiently, more effectively, and often more creatively than ever before. New options and techniques (for example, Pokemon GO!) appear all the time. While the majority of courses teach ‘textbook’ marketing concepts that have evolved over the past 20-50 years, digital marketing is, by necessity, a very practical, career requirement. Even where marketing is outsourced, you still need to be able to evaluate strategy proposals and interpret outcomes.

In summary, digital marketing today is so pervasive that, in the real world at least, ‘marketing’ and ‘digital marketing’ are one and the same thing.

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Paper Structure

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This course will adopt a so-called 'blended' learning approach. In other words, of the four hours of contact time per week, two will be conducted online and two will be in the classroom. Lecture-style content will be online – you will mostly work through this yourself, individually.

It will adopt a so-called 'blended' learning approach. Please note:

  • Two hours of lectures each week: lectures will feature in-class discussion, in-class group work and so on, as well as standard, explanatory lecture content.
  • An additional hour this year allows for more time for guest speakers and to deliver the other content at a measured pace. Regardless of attendance, you should supplement your understanding and the breadth of knowledge by reading. Recommended readings are provided on most topics.
  • Attendance is NOT compulsory fo any element, but attendance will give you a distinct advantage in terms of getting a good grade.
  • But, you should consider attendance at guest lectures compulsory. People give up their time to provide case examples and to act as 'clients' for assessments, so please attend these classes. I will provide assessed quizzes for all guest lectures.
  • There will be eight computer labs, beginning in Week 3 (14 March). These labs will allow you to practice using the webpage building tool we use on the course and to ask for help and advice. Again, attendance is not compulsory, but each Lab provides guidance on one aspect of the final assignment, so attendance is highly recommended.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Demonstrate a digital marketing strategy via a website
    Linked to the following assessments:
  • Demonstrate analysis of the consumer segments targeted by a website.
    Linked to the following assessments:
  • Critically valuate the suitability of elements within digital marketing strategy.
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  • Demonstrate knowledge of digital marketing tools and applications, and apply suitable tools to assignment outcomes.
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  • Apply analysis techniques and conceptual understanding to digital marketing situations and concepts
    Linked to the following assessments:
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Additional Notes on the 'Build a Website' assignment

All online business is centred on a company’s web presence. The aim of this assignment is to create a website to meet the goals of a marketing strategy. The key is to first develop a strategy (based on market definition, segmentation, targeting and positioning) and then create the website accordingly.

This assignment is structured in multiple parts with different deadlines.

Please read the instructions and restrictions carefully.

A. Notes, Restrictions and Rules

  1. The website you create MUST incur zero cost, i.e. you must NOT pay to create the website in any way. You must only use resources that are free to use and which are available to ALL students enrolled on the course. This means that you cannot produce the website on an existing hosting account you may own or have access to because this also means you would be paying for the service. This rule is to ensure complete fairness to all students regardless of your ability and/or willingness to pay.
  2. Consequently, the website MUST be produced on the free website builder assigned to you in Week 2.
  3. The website can be commercially viable (i.e. you are allowed to sell and profit from the website), but your assessment will not be based on your ability to sell or profit from the site. (You have the option to upgrade your site to a fully functioning website after the course has been completely graded.
  4. You CANNOT use an existing website of any kind for this assignment (e.g., you cannot use a website you developed for an assignment in another course). As with all assignments, the work must be original and unique to yourself.
  5. You must plan, code and produce the website yourself. You cannot pay someone else to do it for you, and you should not enlist large amounts of help from outside the course. (Asking for advice etc., is, of course, acceptable.)

B. Website Development Tool

The class will use Rocketspark to develop the websites. You should use the account assigned to you – you do not need to make your own.

C. This is an individual assignment

This is an individual assignment as it's not possible to assess which parts of a project might be carried out by which members in a group situation.

D. General grading requirements

  1. The website should be as complete a mock-up of a genuine commercial website as possible. A full checklist of required elements will be provided.
  2. The website should be a substantial piece of work (it should be obvious you’ve spent 40-50 hours on this assignment).
  3. The website should meet the goals of the pre-determined marketing strategy.

E. Assignment Stages

The assignment will be marked in stages, each with a different deadline, and a DIFFERENT grading weight. Briefly, these are as follows:

  • Stage 1: Google Analytics Setup and 1-page marketing plan
  • Stage 2: Full Website mock-up with basic elements in place
  • Stage 3: Complete Website

See the individual stage explanations for grading criteria.


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)
  • 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
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Website Stage 1: One Page marketing plan & Google Analytics Proof
5 Apr 2019
No set time
  • Online: Submit through Moodle
2. Website Stage 2: Initial Website Mock-up
2 May 2019
11:00 AM
  • Hand-in: In Lab
  • Online: Submit through Moodle
3. Google Analytics Report
22 Apr 2019
No set time
  • Online: Submit through Moodle
4. Google Adwords Exercise
24 May 2019
No set time
  • Online: Submit through Moodle
5. Social Media Audit and Marketing Plan Pitch
17 May 2019
No set time
  • Online: Submit through Moodle
6. Topic and Guest Speaker Quizzes
31 May 2019
No set time
  • Online: Submit through Moodle
7. Website Stage 3: Complete Website
10 Jun 2019
No set time
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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The following texts are the basis of most of the slide content and will greatly help towards studying for the tests, 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 fully. Purchase is very strongly recommended.


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 on this course, you need to use the following link:

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.

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Recommended Readings

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Links to useful and practical readings will be provided for most topics, including videos. All material provided on the course is subject to use in tests.

There are other textbooks available in the library which may be of use, but most printed textbooks become out of date very quickly in digital marketing.

If you have any questions about readings or require suggestions for further sources of information, please contact the course tutor.

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Other Resources

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Other resources will be made available online throughout the course and in weekly Computer Labs.
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Online Support

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This course will make extensive use of online content for out-of-class study, exercises, feedback, peer review, and assignment submissions. Visit the Moodle page and get used to the content as soon as you can.

Please feel free to email the instructor at any time or arrange an appointment to meet. My email is: Roy Larke.

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Student workload should be distributed roughly as follows:

  • In-class time: 3-hours per week
  • Self-study online: 6-8 hours a week
  • Assignment preparation time: 3-4 hours a week
  • Content reflection and peer content review: 1-2 hours a week
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Linkages to Other Papers

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Restricted papers: MKTG370, MKTG470, MRKTG304

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