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MART466 Digital Marketing

An introduction to the application of digital technology in marketing. Provides students with a deeper understanding of digital marketing theories and online tools available to markerters. Technical background is not required.

The paper aims to provide marketing graduates with highly sought after knowledge and skills needed to work in a digital environment. Students do not need to have any technical background to do this paper.

Paper title Digital Marketing
Paper code MART466
Subject Marketing
EFTS 0.1667
Points 20 points
Teaching period Semester 1 (On campus)
Domestic Tuition Fees (NZD) $1,163.90
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Normally available only to postgraduate and/or DipGrad students.

Teaching staff
Dr Mathew Parackal
Paper Structure
This paper covers the following themes:
  • Introduction to Digital Marketing
  • Search Engine Marketing
  • Social Media Analytics
  • Keyword Research
  • Adoption of Technology - A Philosophical View
  • Digital Marketing Strategy
  • Relationship Marketing
  • Establishing a Virtual Presence
  • Online Tools
Teaching Arrangements

One 2-hour lecture each week for 13 weeks.
Venue: Otago Business School (confirm room with department)

There are no required textbooks for this paper.
Course outline
View the course outline for MART 466
Graduate Attributes Emphasised
Lifelong learning, Scholarship, Communication, Critical thinking, Information literacy, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes

Upon successful completion of the paper, students will be able to:

  • Discuss the digital marketing literature and critically appraise the application of digital technology to achieve marketing goals
  • Apply marketing concepts and online tools to design digital marketing strategies
  • Establish links with the industry and manage client relationships

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Semester 1

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Wednesday 10:00-11:50 9-14, 16-22