Digital Marketing And Web Analytics - University Of New .

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Business SchoolSchool of MarketingMARK3085Digital Marketing & Web AnalyticsCourse OutlineSemester 2, 2015Part A: Course-Specific InformationPart B: Key Policies, Student Responsibilitiesand Code 00098G

Table of ContentsPART A: COURSE-SPECIFIC INFORMATION11STAFF CONTACT DETAILS12COURSE DETAILS12. Times and LocationsUnits of CreditSummary of CourseCourse Aims and Relationship to Other CoursesStudent Learning Outcomes3LEARNING AND TEACHING ACTIVITIES3.1 Approach to Learning and Teaching in the Course3.2 Learning Activities and Teaching Strategies44.! BOOKMARK NOT DEFINED.Error! Bookmark not defined.Error! Bookmark not defined.ASSESSMENTFormal RequirementsAssessment DetailsAssessment FormatAssignment Submission ProcedureLate Submission444Error! Bookmark not defined.Error! Bookmark not defined.75COURSE RESOURCES76COURSE EVALUATION AND DEVELOPMENT77COURSE SCHEDULE8PART B: KEY POLICIES, STUDENT RESPONSIBILITIES AND SUPPORT98PROGRAM LEARNING GOALS AND OUTCOMES99ACADEMIC HONESTY AND PLAGIARISM1010STUDENT RESPONSIBILITIES AND eral Conduct and BehaviourOccupational Health and SafetyKeeping Informed101011111111SPECIAL CONSIDERATION1112STUDENT RESOURCES AND Code 00098G

PART A: COURSE-SPECIFIC INFORMATION1 STAFF CONTACT DETAILSLecturer-in-charge: Gavin NortheyRoom QUAD3045Email: Times – by appointment2 COURSE DETAILS2.1Teaching Times and LocationsLectures start in Week 1(to Week 13): The Time and Location are:Weeks 1,3,5,7,9,11, 13- 0900-1200 Webster Theatre BWeeks 2,4,6,8,12- 0900-1100 Webster Theatre BTutorials start in Week 2 (to Week 12).Weeks 2,4,6,8,12- A full list of tutorials, times and tutors will be on the CourseWebsite.There are no lectures or tutorials in week 10.2.2Units of CreditThe course is worth 6 units of credit.2.3 Summary of CourseThis course explores the impact of the Internet, digital and social media, andemerging technological innovations on the marketing of goods and services. Itexamines consumer response to these innovations and factors that lead to theadoption of these new technologies. Students will examine digital technologiesand their impact on marketing strategy, consumer behaviour, digital marketing,digital analytics and communication strategies. An emphasis is placed on theutilisation of contemporary digital marketing applications within the emergingelectronic environment. The changing technology environment means thatmarketers need to understand the way firms interact with the market, and howfirms are taking advantage of new technologies to improve their marketingstrategies.2.4Course Aims and Relationship to Other CoursesThis course is offered as part of the marketing stream in the Bachelor of Commercedegree. A prerequisite for this course is MARK1012 Marketing Fundamentals.This course builds on the theory from MARK1012 and applies the knowledge to thedigital environment.The course has a number of aims and objectives:1. Provide students with a clear understanding of Digital Business as a whole,including Digital Marketing and e-Commerce within that.2. Promote knowledge of digital infrastructure requirements and the role of designfor digital properties3. Identify key topics relating to online consumer Code 00098G1

4. Raise awareness of important issues concerning cyber-law and cyber-security5. Provide students with an applied knowledge of website analytics2.5Student Learning OutcomesThe Course Learning Outcomes are what you should be able to DO by the end of thiscourse if you participate fully in learning activities and successfully complete theassessment items.The Learning Outcomes in this course also help you to achieve some of the overallProgram Learning Goals and Outcomes for all undergraduate students in the BusinessSchool. Program Learning Goals are what we want you to BE or HAVE by the time yousuccessfully complete your degree (e.g. ‘be an effective team player’). Youdemonstrate this by achieving specific Program Learning Outcomes - what you areable to DO by the end of your degree (e.g. ‘participate collaboratively and responsiblyin teams’).For more information on the Undergraduate Program Learning Goals and Outcomes,see Part B of the course outline.Business Undergraduate Program Learning Goals and Outcomes1. Knowledge: Our graduates will have in-depth disciplinary knowledge applicable in local andglobal contexts.You should be able to select and apply disciplinary knowledge to business situations in a local and globalenvironment.2. Critical thinking and problem solving: Our graduates will be critical thinkers and effectiveproblem solvers.You should be able to identify and research issues in business situations, analyse the issues, and proposeappropriate and well-justified solutions.3. Communication: Our graduates will be effective professional communicators.You should be able to:a. Prepare written documents that are clear and concise, using appropriate style and presentationfor the intended audience, purpose and context, andb. Prepare and deliver oral presentations that are clear, focused, well-structured, and delivered in aprofessional manner.4. Teamwork: Our graduates will be effective team participants.You should be able to participate collaboratively and responsibly in teams, and reflect on your ownteamwork, and on the team’s processes and ability to achieve outcomes.5. Ethical, social and environmental responsibility: Our graduates will have a sound awareness ofthe ethical, social, cultural and environmental implications of business practice.You should be able to:a. Identify and assess ethical, environmental and/or sustainability considerations in businessdecision-making and practice, andb. Identify social and cultural implications of business Code 00098G2

The following table shows how your Course Learning Outcomes relate to the overallProgram Learning Goals and Outcomes, and indicates where these are assessed (theymay also be developed in tutorials and other activities):Program Learning Goalsand OutcomesCourse Learning OutcomesCourse AssessmentItemThis course helps you toachieve the followinglearning goals for allBusiness undergraduatestudents:On successful completion of the course,you should be able to:This learning outcomewill be assessed in thefollowing items:1Explain the concept of digital businessand its relationship to broader marketingstrategies. GAIQ QuizExplain the types and reasons fordifferent digital infrastructure. Exam Report2KnowledgeCritical thinking andproblem solvingAnalyse website data and integrate itwith market informationIdentify relevant consumer behaviourusing website analytics3aWrittencommunicationDevelop plans that reflect the overalldigital and marketing strategies Report3bOral communicationCommunicate ideas in a succinct andclear manner during class discussions Class participation Reportpresentation Team peerevaluation Exam ReportPresent results from the group report4TeamworkWork collaboratively to complete themajor group project.5a.Ethical, social andenvironmentalresponsibilityIdentify and assess legal and socialconsiderations in digital marketing.Social and culturalawarenessNot specifically addressed in thiscourse.5b.3 Approach to Learning and Teaching in the courseThe course will be delivered through both lectures and tutorials throughout thesemester. In weeks 1,3,5,7,9,11 and 13, course delivery will consist of a 3hr seminar.In weeks 2,4,6,8 and 12, course delivery will consist of a 2hr lecture and a 1hr tutorial.Lectures will cover relevant theory from the text and may include guest speakers forspecific topics. Tutorials will cover applied topics such as web analytics, digitalmarketing and campaign Code 00098G3

4 ASSESSMENT4.1Formal RequirementsIn order to pass this course, you must: Achieve a composite mark of at least 50; and Achieve a mark of at least 50% on the final exam Make a satisfactory attempt at all assessment tasks (see below).4.2Assessment DetailsAssessment TaskWeightingLengthDue DateTutorial Participation10%On-goingOn-goingQuiz10%90 minutesWeek 5 lecturePresentation10%tbaWeek 13 lectureResearchParticipation3%tbaFinal Exam37%2 hoursUniversity Exam PeriodReport – Stage 110%1000 words23:59 on Friday 25September, 2015Report - Final20%5000 words23:59 on Friday 23October, 2015Total100%Individual AssessmentGroup AssessmentNote: 3% of the total mark in the course can be exchanged for participation in facultyrun research projects. Students who choose to participate will automatically received3% of the total course grade, and the final exam will contribute 37% of final grade. Forstudents who do not wish to participate in research, the final exam will contribute 40%towards the final grade.Details of each assessment task:Tutorial participation (10% - individual)Attendance is compulsory. If you miss more than two tutorial sessions without medicalcertificates, you may receive a failing grade for the course. To achieve a high gradeyou must offer constructive comments during class Code 00098G4

Quiz (10% - individual)The in-class quiz will be conducted in week 5.The objective of the quiz is to demonstrate proficiency in website analytics andassociated software in order to carry out relevant research.The quiz will be in the form of the Google Analytics IQ exam and will be administeredonline in class. The GAIQ is a professional qualification that demonstrates proficiencyin Google Analytics, the world’s leading digital analytics software.Students will sit the quiz and the mark received will contribute 10% of the overall gradefor the course. The GAIQ quiz is timed, so that 70 questions will be presented in 90minutes. Students who achieve a grade of 80% or higher will receive the ‘GoogleAnalytics Individual Qualification’ certificate.Presentation (10% - individual)The objective of the presentation is to explain the concepts of digital business thatrelate to the client project and plans that have been developed to implement theoverall strategy.Students will form groups to conduct market research for an industry client. Groups willbe required to present their findings, however students will be assessed individually ontheir content (30%) and individual presentation style (70%). A marking guide will beprovided during the semester to guide students.Research participationYou have a choice of participating in two faculty run research projects when suchprojects becomes available. When you decide to participate you will receive 3% creditin the course as incentive for taking part in the research project. Students whoparticipate, the final exam will contribute 37% towards final grade. Students whochoose not to participate, the final exam will contribute 40% towards their final grade.The faculty at the UNSW School of Marketing, in addition to their teaching interests,are actively engaged in pursuing original research interests that push the boundariesof the Marketing discipline. Such research has implications for improved understandingof consumers, management practices, corporate organisation, and social policydirectives. The established findings of academic research are the core basis ofteaching and knowledge dissemination at the University. Being part of the universityculture students are encouraged to explore the research environment at UNSW andexperience the process of knowledge generation by participating in facultyadministered research projects. These projects will likely closely relate to the topicsstudied in the course and represent the cutting edge of research in the topic area.Participation in the faculty administered research projects is encouraged, but is notcompulsory. Students who choose to participate in a faculty run research project areentitled to 3% credit in the course. To receive the 3% credit students must return aresearch participation receipt, signed by both the student and the research invigilator,to the INVESTIGATOR in charge of the research project. The receipt acts as a recordof a student’s participation in the research project.Final Exam (37% 3% or 40% - individual)The final exam will be designed so that students can demonstrate their knowledge andunderstanding of all course concepts. More details on exam format and content willprovide during the Code 00098G5

Group ProjectFor the group project, students will form groups of four (4) within their tutorials. Groupswill have the opportunity to carry out market research for an industry partner.Representatives from the client will be involved in the project. More details will bepresented on the client and the research requirements in the week 5 lecture, followingthe quiz.Stage 1 (10% - Group)The objective of Stage 1 is to analyse website data for an industry client. Included inthis is an assessment of relevant digital infrastructure and implications for consumerbehaviour.The first stage of the group project will require students to carry out a mini literaturereview on current theory, as well as analysis of client data. The Stage 1 report will be asummary of initial findings from the analysis. As well, it will require an overview ofrelevant theory and outline scope for additional research and potentialrecommendations for the client. It is envisaged that the Stage 1 report will provide abenchmark of work undertaken and guide development of the final report.The stage 1 report will be 1000 words in length, excluding references and appendicesand is to be submitted via Moodle by 5pm on the due date specified in 4.2 AssessmentDetails.A full project brief will be available on Moodle in week 1.Final report (20% - Group)The objective of the final report is to assess the digital properties of an industry clientand to integrate this knowledge with an overall marketing strategy. It will involve theanalysis of primary and secondary website analytics, assessment of the client’s currentdigital infrastructure, and proposed plans for optimising digital strategy.The final report will build on findings and feedback from Stage 1 report, to provide theclient with detailed information about specific market research. More detail about thefinal report will be provided in a full project brief, available on Moodle.The stage 2 report will be 5000 words in length, excluding references and appendicesand is to be submitted via Moodle by 5pm on the due date specified in 4.2 AssessmentDetails.A full project brief will be available on Moodle in week 1.Each student will evaluate the contributions of their group members (notthemselves) in Week 12 using the School of Marketing’s WebPA PeerAssessment on the course Moodle site.WebPA is based on a detailed list of evaluation criteria to rate team work skills,an important program learning goal of undergraduate degrees offered by theUNSW Business School. Group members bring different strengths to a project,and this should be reflected in your ratings, i.e. do not give each group memberexactly the same score.Each student’s contribution score will be the average of the points receivedfrom their group members.Adjustments to individual marks will occur where an individual student’speer evaluation score falls below an acceptable Code 00098G6

4.3Late SubmissionLate submission will incur a penalty of 10% of the percentage weight of theassessment component or part thereof per day (including weekends) after the duedate, and will not be accepted after 5 working days. An assignment is considered lateif either the paper copy or the electronic copy has not been submitted on time.Quality AssuranceThe Business School is actively monitoring student learning and quality of the studentexperience in all its programs. A random selection of completed assessment tasks maybe used for quality assurance, such as to determine the extent to which programlearning goals are being achieved. The information is required for accreditationpurposes, and aggregated findings will be used to inform changes aimed at improvingthe quality of Business School programs. All material used for such processes will betreated as confidential.5 COURSE RESOURCESThe website for this course is on Moodle at: textbook for this course is: Digital business and e-Commerce Management: Strategy, Implementation andPractice (6th edition). Pearson.A list of readings will be available on Moodle at the commencement of the semester.6 COURSE EVALUATION AND DEVELOPMENTEach year feedback is sought from students and other stakeholders about the coursesoffered in the School and continual improvements are made based on this feedback.UNSW's Course and Teaching Evaluation and Improvement (CATEI) Process is one ofthe ways in which student evaluative feedback is gathered. In this course, we will seekyour feedback through end of semester CATEI Code 00098G7

7 COURSE SCHEDULEWeekLecture TopicTutorial TopicWeek 127 JulyCourse overview andintroduction to DigitalBusinessNO TUTORIALSWeek 23 AugustDigital MarketingDigital Analyticspart 1Week 310 AugustDigital InfrastructureNO TUTORIALSWeek 417 AugustDesigning DigitalPropertiesDigital Analyticspart 2Week 524 August1. In-class Quiz2. Major project briefingNO TUTORIALSWeek 631 AugustImplementation &OptimisationThe role ofcontent in digitalmarketingWeek 77 SeptemberCustomer EngagementOnline ConsumerBehaviourMachine-learningand data-drivenmarketingWeek 921 SeptemberLegal & Social IssuesNO TUTORIALSWeek 105 OctoberNo classesWeek 1112 OctoberCyber-securityNO TUTORIALSWeek 1219 OctoberThe future of edu.auCRICOS Code 00098GStage 1 reportsdueMid-semester break: Saturday 26 September - Monday 5October inclusive(Monday 5 Oct is a publicholiday)Week 1326 OctoberIn-class QuizNO TUTORIALSWeek 814 September28 SeptemberOther Activities/AssessmentFinal reports dueGroup Project Presentations8

PART B: KEY POLICIES, STUDENT RESPONSIBILITIES ANDSUPPORT8 PROGRAM LEARNING GOALS AND OUTCOMESThe Business School Program Learning Goals reflect what we want all students to BE orHAVE by the time they successfully complete their degree, regardless of their individualmajors or specialisations. For example, we want all our graduates to HAVE a high level ofbusiness knowledge, and a sound awareness of ethical, social, cultural and environmentalimplications of business. As well, we want all our graduates to BE effective problem-solvers,communicators and team participants. These are our overall learning goals for you and aresought after by employers.You can demonstrate your achievement of these goals by the specific outcomes you achieveby the end of your degree (e.g. be able to analyse and research business problems andpropose well-justified solutions). Each course contributes to your development of two or moreprogram learning goals/outcomes by providing opportunities for you to practise these skillsand to be assessed and receive feedback.Program Learning Goals for undergraduate and postgraduate students cover the same keyareas (application of business knowledge, critical thinking, communication and teamwork,ethical, social and environmental responsibility), which are key goals for all Businessstudents and essential for success in a globalised world. However, the specific outcomesreflect different expectations for these levels of study.We strongly advise you to choose a range of courses which assist your development ofthese skills, e.g., courses assessing written and oral communication skills, and to keep arecord of your achievements against the Program Learning Goals as part of your portfolio.Business Undergraduate Program Learning Goals and Outcomes1. Knowledge: Our graduates will have in-depth disciplinary knowledge applicable in local and globalcontexts.You should be able to select and apply disciplinary knowledge to business situations in a local and globalenvironment.2. Critical thinking and problem solving: Our graduates will be critical thinkers and effective problemsolvers.You should be able to identify and research issues in business situations, analyse the issues, and proposeappropriate and well-justified solutions.3. Communication: Our graduates will be effective professional communicators.You should be able to:a. Prepare written documents that are clear and concise, using appropriate style and presentation for theintended audience, purpose and context, andb. Prepare and deliver oral presentations that are clear, focused, well-structured, and delivered in aprofessional manner.4. Teamwork: Our graduates will be effective team participants.You should be able to participate collaboratively and responsibly in teams, and reflect on your own teamwork,and on the team’s processes and ability to achieve outcomes.5. Ethical, social and environmental responsibility: Our graduates will have a sound awareness of theethical, social, cultural and environmental implications of business practice.You will be able to:a. Identify and assess ethical, environmental and/or sustainability considerations in business decisionmaking and practice, andb. Identify social and cultural implications of business Code 00098G9

9 ACADEMIC HONESTY AND PLAGIARISMThe University regards plagiarism as a form of academic misconduct, and has very strictrules regarding plagiarism. For UNSW policies, penalties, and information to help you avoidplagiarism see: as well as the guidelines in the onlineELISE tutorials for all new UNSW students: see if you understand plagiarism, do this short r information on how to acknowledge your sources and reference correctly, gFor the Business School Harvard Referencing Guide, see the Business Referencing andPlagiarism webpage (Business Students Learning support Resources Referencing andplagiarism).For information for staff on how UNSW defines plagiarism, the types of penalties that applyand the protocol around handling plagiarism cases, l10 STUDENT RESPONSIBILITIES AND CONDUCTStudents are expected to be familiar with and adhere to university policies in relation to classattendance and general conduct and behaviour, including maintaining a safe, respectfulenvironment; and to understand their obligations in relation to workload, assessment andkeeping informed.Information and policies on these topics can be found in UNSW Current Students ‘Managingyour Program’ webpages: WorkloadIt is expected that you will spend at least nine to ten hours per week studying this course.This time should be made up of reading, research, working on exercises and problems,online activities and attending classes. In periods where you need to complete assignmentsor prepare for examinations, the workload may be greater. Over-commitment has been acause of failure for many students. You should take the required workload into account whenplanning how to balance study with employment and other activities.We strongly encourage you to connect with your Moodle course websites in the first weekof semester. Local and international research indicates that students who engage early andoften with their course website are more likely to pass their course.Information on expected workload: AttendanceYour regular and punctual attendance at lectures and seminars is expected in this course.University regulations indicate that if students attend less than 80% of scheduled Code 00098G10

they may be refused final assessment. For more information, see: General Conduct and BehaviourYou are expected to conduct yourself with consideration and respect for the needs of yourfellow students and teaching staff. Conduct which unduly disrupts or interferes with a class,such as ringing or talking on mobile phones, is not acceptable and students may be asked toleave the class. More information on student conduct is available at: Occupational Health and SafetyUNSW Policy requires each person to work safely and responsibly, in order to avoidpersonal injury and to protect the safety of others. For more information, see Keeping InformedYou should take note of all announcements made in lectures, tutorials or on the course website. From time to time, the University will send important announcements to your universitye-mail address without providing you with a paper copy. You will be deemed to havereceived this information. It is also your responsibility to keep the University informed of allchanges to your contact details.11 SPECIAL CONSIDERATIONYou must submit all assignments and attend all examinations scheduled for your course. Youshould seek assistance early if you suffer illness or misadventure which affects your courseprogress.General information on special consideration for undergraduate and postgraduatecourses:1. All applications for special consideration must be lodged online through myUNSWwithin 3 working days of the assessment (Log into myUNSW and go to MyStudent Profile tab My Student Services Online Services SpecialConsideration). You will then need to submit the originals or certified copies of yourcompleted Professional Authority form (pdf - download here) and other supportingdocumentation to Student Central. For more information, please study carefully inadvance the instructions and conditions at: Please note that documentation may be checked for authenticity and the submissionof false documentation will be treated as academic misconduct. The School may askto see the original or certified copy.3. Applications will not be accepted by teaching staff. The lecturer-in-charge will beautomatically notified when you lodge an online application for special consideration.4. Decisions and recommendations are only made by lecturers-in-charge (or by theFaculty Panel in the case of UG final exam special considerations), not by tutors.5. Applying for special consideration does not automatically mean that you will begranted a supplementary exam or other concession.6. Special consideration requests do not allow lecturers-in-charge to award studentsadditional Code 00098G11

Business School policy on requests for special consideration for Final Exams inundergraduate courses:The lecturer-in-charge will need to be satisfied on each of the following before supporting arequest for special consideration:1. Does the medical certificate contain all relevant information? For a medicalcertificate to be accepted, the degree of illness, and impact on the student, mustbe stated by the medical practitioner (severe, moderate, mild). A certificate withoutthis will not be valid.2. Has the student performed satisfactorily in the other assessment items?Satisfactory performance would require at least 45% in each assignment andmeeting the obligation to have attended 80% of classes.3. Does the student have a history of previous applications for special consideration?A history of previous applications may preclude a student from being grantedspecial consideration.Special consideration and the Final Exam in undergraduate courses:Applications for special consideration in relation to the final exam are considered by aBusiness School Faculty panel to which lecturers-in-charge provide their recommendationsfor each request. If the Faculty panel grants a special consideration request, this will entitlethe student to sit a supplementary examination. No other form of consideration will begranted. The following procedures will apply:1. Supplementary exams will be scheduled centrally and will be held approximatelytwo weeks after the formal examination period. The dates for Business Schoolsupplementary exams for Semester 2, 2015 are:8th December – exams for the School of Accounting9th December – exams for all Schools except Accounting and Economics10th December – exams for the School of EconomicsIf a student lodges a special consideration for the final exam, they are stating theywill be available on the above dates. Supplementary exams will not be held atany other time.2. Where a student is granted a supplementary examination as a result of a requestfor special consideration, the student’s original exam (if completed) will be ignoredand only the mark achieved in the supplementary examination will count towardsthe final grade. Failure to attend the supplementary exam will not entitle thestudent to have the original exam paper marked and may result in a zero mark forthe final exam.If you attend the regular final exam, you are extremely unlikely to be granted asupplementary exam. Hence if you are too ill to perform up to your normal standard in theregular final exam, you are strongly advised not to attend. However, granting of asupplementary exam in such cases is not automatic. You would still need to satisfy thecriteria stated above.The Business School’s Special Consideration and Supplementary Examination Policy andProcedures for Final Exams for Undergraduate Courses is available Code 00098G12

pplementary exam procedures.pdf.12 STUDENT RESOURCES AND SUPPORT

A prerequisite for this course is MARK1012 Marketing Fundamentals. This course builds on the theory from MARK1012 and applies the knowledge to the digital environment. The course has a number of aims and objectives: 1. Provide students with a clear understanding of Digital Business as a whole, including Digital Marketing and e-Commerce within .

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