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    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.

    About this paper

    Paper title Integrated Digital Marketing
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $937.50
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    54 200-level points
    Schedule C
    May not be credited together with MART330 passed in 2017, 2018 or 2019.

    Teaching staff

    Dr John Williams

    Teaching Arrangements

    Every week students must attend two 50-minute lectures and one computer lab when scheduled.


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

    Available online only. You will receive access codes upon enrolment. You must purchase the textbook and associated software to complete the assessment for this paper. The cost is US149.

    Course outline

    View the latest course outline.

    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
    • Plan and execute an online IMC (integrated marketing communications) campaign using Wordpress, Google Ads, Google Analytics, HootSuite and Brevo and be aware of the design principles for websites and other digital content
    • Use marketing analytics to guide marketing action at both the strategic and tactical levels
    • Understand the social issues regarding digital marketing, in particular marketing ethics


    Semester 1

    Teaching method
    This paper is taught On Campus
    Learning management system

    Computer Lab

    Stream Days Times Weeks
    Attend one stream from
    A1 Tuesday 15:00-15:50 9
    Tuesday 15:00-16:50 10, 12-13, 15, 18-19
    A2 Wednesday 09:00-09:50 9
    Wednesday 09:00-10:50 10, 12-13, 15, 18-19
    A3 Wednesday 11:00-11:50 9
    Wednesday 11:00-12:50 10, 12-13, 15, 18-19
    A4 Wednesday 15:00-15:50 9
    Wednesday 15:00-16:50 10, 12-13, 15, 18-19
    A5 Wednesday 13:00-13:50 9
    Wednesday 13:00-14:50 10, 12-13, 15, 18-19
    A6 Thursday 09:00-09:50 9
    Thursday 09:00-10:50 10, 12-13, 15, 18-19


    Stream Days Times Weeks
    A1 Monday 12:00-12:50 9-13, 15-22
    Tuesday 12:00-12:50 9-13, 15-22
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