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Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Digital and Social Media Marketing (BUS359)

Organisational Unit Business
Credit Points 3
Availability MURDOCH: S1-internal, S1-external
DUBAI-ISC: TMD-internal
KAPLAN-SGP: TMA-internal
Teaching Timetables Murdoch S1
Description This course will equip you with the skills you need to be a productive and effective marketer in the 21st century. You'll learn current tools and best practices you can use to promote a brand, drive sales leads, and boost customer engagement.
Unit Learning Outcomes On successful completion of the unit students should be able to:
1. Use a full arsenal of digital marketing tools, including Google AdWords, Facebook, Google Analytics, etc.
2. Analyse the success of digital marketing campaigns across different segments using analytics.
3. Exhibit enough foundational digital & social media marketing to conduct independent research.
4. Demonstrate effective communication and interpersonal skills to craft digital & social media marketing messages.
5. Understand the ethical implications of data-driven digital and social media marketing
Timetabled Learning Activities 2 Hours Workshop, one per week of the semester
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences The unit uses blended learning which combines learning online with interactive workshops. Using this
combination of online and face-to-face learning provides flexibility for all students to learn anytime (24/7),
anywhere (with an Internet connection) at a pace that suits their learning style. In this unit students explore
concepts online prior to workshops, through videos, audio, and websites. Workshops (online or face-to-
face) are interactive and will involve discussion and debate surrounding the key topics each week.
Assessment 1. Participation on Facebook (Individual) - 10%
2a. Google Analytics IQ Assessment (Individual) - 20% 2b. Google Ads Search Certification (Individual) - 15%
3. Final Exam (Individual) - 30%
4. Case Study on Online Marketing at Big Skinny (Group) - 25%
At the end of this unit, you would have earned Google and Facebook certifications, which will give you an edge when applying for many marketing positions.
Prerequisites Nil
Exclusions BUS305 Digital Business
Appears in these Courses/Majors:
see individual structures for context
Information Technology and Business (BIT&B)
Marketing (BBus)
Marketing (BBus) [New in 2014]
Marketing (BCom) [New in 2018]
Appears in these Minors Marketing
Social Media
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.


Unit Coordinator
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 512.2.024 - Building 512, Murdoch Campus
Unit Contacts

Ms Carole Brady

Murdoch Campus
t: 9360 2889
e: C.Brady@murdoch.edu.au
o: 512.2.027 - Building 512, Murdoch Campus

MURDOCH: S1-External
MURDOCH: S1-Internal
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 512.2.024 - Building 512, Murdoch Campus
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