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MART330 Special Topic: Integrated Digital Marketing

An introduction to the practice of integrated digital marketing, including both digital marketing skills and business philosophy, and also a sociological view, including ethical considerations.

This paper is an introduction to integrated digital marketing. The emphasis is placed on digital marketing as a business philosophy, a sociological view of the practice of digital marketing from a consumer viewpoint, consideration of ethical issues, and practical skills and knowledge demanded by employers that will enable graduates to embark on a professional career in the field of marketing.

Paper title Special Topic: Integrated Digital Marketing
Paper code MART330
Subject Marketing Management
EFTS 0.1500
Points 18 points
Teaching period Summer School
Domestic Tuition Fees (NZD) $846.30
International Tuition Fees (NZD) $4,073.10

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Prerequisite
54 200-level points
Schedule C
Commerce
Eligibility

Enrolments for this paper are limited, and it requires departmental permission. View more information about limitations of enrolment.

Contact

john.williams@otago.ac.nz

Teaching staff

John Williams
Leanne Ross

Textbooks
Internet Marketing Essentials, Jeff Larson and Stuart Draper. ISBN: 978-0-692-22688-9.

Available online only. You will receive access codes upon enrolment.
Course outline
View the course outline for MART 330
Graduate Attributes Emphasised
Critical thinking, Research, Information literacy, Cultural understanding, Communication, Scholarship.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successful completion of this paper, you should be able to describe the role of information and communication technology in modern business as it relates to marketing practice at both the strategic and tactical levels. You should also be able to plan and execute an online IMC (Integrated Marketing Communications) campaign using Google AdWords, Google Analytics, HootSuite and MailChimp and be aware of the design principles for websites and other digital content. You should be able to use marketing analytics to guide marketing action at both the strategic and tactical levels. Finally, you will understand the social issues regarding digital marketing, in particular marketing ethics.

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Timetable

Summer School

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
A1 Monday 10:00-11:50 2-7
Monday 14:00-15:50 2-7

Tutorial

Stream Days Times Weeks
Attend one stream from
A1 Tuesday 09:00-10:50 2-7
Tuesday 13:00-14:50 2-7
A2 Tuesday 11:00-12:50 2-7
Tuesday 15:00-16:50 2-7

An introductory paper on the creation, collection and analysis of visual research methods focused on filmmaking and visual storytelling.

Paper title Special Topic: Visual Research, Narrative and Filmmaking
Paper code MART330
Subject Marketing
EFTS 0.1500
Points 18 points
Teaching period Summer School
Domestic Tuition Fees Tuition Fees for 2020 have not yet been set
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Prerequisite
54 200-level points
Schedule C
Commerce
Eligibility

Enrolments for this paper are limited, and it requires departmental permission. View more information about limitations of enrolment.

Contact

marketing@otago.ac.nz

Teaching staff

Course-coordinator: Associate Professor Robert Aitken
Lecturer: Dr Wiebke Finkler

Paper Structure

Overview of visual research methods. Storytelling. Video production: camera techniques, sound and video editing. Interviewing. Foundational research.

Textbooks

Students will be required to provide their own digital cameras for filming purposes. As a minimum requirement, students need to provide a device such as a cellphone, a digital camera or a tablet that is capable of capturing HD 1080p video. Most modern mobile devices are capable of capturing media to these minimum requirements.

Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes

This paper will develop a student’s understanding of and ability to gather visual information and use these resources as appropriate in the students’ individual areas of interest. Students enrolled in this paper have to undertake an independent video-based project as part of a research-led learning experience. The aim of the project is to allow students to apply the conceptual and methodological skills they have developed to a particular research question or issue. Projects will be designed in conjunction with the paper convenor. Students will be encouraged to incorporate conceptual and practical skills, and to research and produce an independent short film.

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Timetable

Summer School

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
A1 Tuesday 11:00-12:50 2-7

Tutorial

Stream Days Times Weeks
Attend
A1 Wednesday 11:00-12:50 2-4
Wednesday 11:00-13:50 5-6
Wednesday 11:00-14:50 7