Courses Structure

Bachelor of Business (Digital Marketing) is designed to be a three-year full-time degree. The mode of delivery is face-to-face supported by blended learning technologies using the Canvas Learning Management System.

Year 1 (Level 1) 8 Units

Year 2 (Level 2) 8 Units

Year 3 (Level 3) 8 Units

CODE	UNIT TITLE	PREREQUISITES	CPS
ACC101	Accounting for Decision Making	-	12
BUS101	Business and Professional Communications	-	12
MKT101	Fundamentals of Marketing	-	12
BUS102	Statistics for Business Analysis	-	12
BUS103	Business Economics	-	12
BUS104	Introduction to Management	-	12
MKT102	Fundamentals of Digital Marketing	-	12
BUS105	Fundamentals of Finance	-	12

CODE	UNIT TITLE	PREREQUISITES	CPS
BUS201	Business Information Systems	-	12
BUS202	Business Law	-	12
MKT201	Digital Consumer Acquisition	MKT101	12
MKT202	Integrated Marketing Communications	MKT101	12
BUS203	Corporate Finance	BUS105	12
BUS204	Entrepreneurship	BUS104	12
MKT203	Product and Service Branding Strategy	MKT102	12
BUS205	Business Research Methods	BUS102	12

CODE	UNIT TITLE	PREREQUISITES	CPS
BUS301	Project Management	120cps (10 units) incl. BUS104	12
MKT301	Managing Digital Marketing Campaigns	120cps (10 units) incl. MKT102	12
BUS302	Business Leadership	120cps (10 units)	12
MKT302	Social Media Marketing	120cps (10 units) incl. MKT102	12
MKT303	Digital Marketing Analysis	120cps (10 units) incl. MKT102	12
BUS303	Ethics in Business	120cps (10 units)	12
MKT304	Digital Marketing Strategy	120cps (10 units) incl. MKT201	12
BUS305	Capstone Unit (Digital Marketing)	120cps (10 units) of which 60cps must be in digital marketing	12

Unit Description

ACC101 Accounting for Decision Making

The aim of this unit is to provide students with a framework to learn accounting concepts and use accounting information required to make key business decisions. Students will learn how to apply fundamental accounting concepts to prepare financial reports and to analyse and interpret this information in the decision-making process. Additionally, students will learn how to use management accounting budgets and planning techniques in making critical financial decisions. Overall, this unit provides students with the necessary financial knowledge and skills for their future roles in the world of business.

BUS101 Business and Professional Communications

The unit provides the fundamentals of information exchange in a business context. It aims to provide students with fundamental academic and business skills needed to undertake higher education studies with an emphasis on investigations, literacy and presenting information. Upon completion of this unit, students are expected to develop well designed and written academic and business documents, draw upon negotiation and communication skills necessary for successful participation in the modern workplace.

BUS102 Statistics for Business Analysis

The aim of this unit is to provide students with skills and knowledge on basic statistical concepts and how these can be applied in a variety of business disciplines, including, marketing, finance, economics and accounting. Students will learn how to explain business issues using descriptive statistics, different types of data as well as hypothesis testing. Students will also learn basic probability theory and how it is related to business decision-making. Students will apply statistical techniques such as correlation, linear regression and forecasting with time series data using a statistical software.

BUS103 Business Economics

Business economics aims to introduce students to theories of microeconomics and macroeconomics focusing on business and government policy applications. Students will use economic concepts to improve decision making in business and government by:

understanding how individuals, businesses, and governments make decisions by applying economic concepts;
learning how business pricing decisions are made and influenced by market structures and the macroeconomic environment;
recognising how the current economic environment and government respond to economic challenges; and
understanding how economic performance is measured utilising economic indicators.

BUS104 Introduction to Management

This unit will introduce the fundamental principles of managing businesses including the development of key management concepts and models. The core functions of management, planning and decision making, organising, controlling, leading and motivating, will be studied. By the end of the unit, students will understand globalisation, corporate social responsibility, ethics in business and key aspects related to the fundamentals of managing a business.

BUS105 Fundamentals of Finance

This unit aims to introduce students to the financial system in Australia, by paying particular attention to differences between financial instruments, markets, and institutions. It focuses on how companies can raise funds by issuing securities in financial markets including the equity and debt markets. Upon completion of this unit, students are expected to be able to apply the concept of time value of money in the calculation of present and future values of cash flows as well as for the purpose of valuing financial securities. Finally, students will learn to critically analyse the role of risk and return in financial investments and decision-making.

BUS201 Business Information Systems

The aim of this unit is to provide students with business analysis techniques, frameworks and models to assist students in understanding the contribution of business information systems in a range of business contexts. The unit explains the role and purpose of business information systems; effectiveness of information and knowledge management; and associated ethical issues. Students will learn the current concepts, processes and technologies in business intelligence and business analytics, and will be equipped to use selected analytics, to interpret solutions to business related problems, and to provide relevant business advice.

BUS202 Business Law

This Unit aims to develop an understanding of the Australian legal system. The unit examines the topics of Australian Consumer Law, the tort of negligence and contract law. Secondly, the unit seeks to develop an understanding of various forms of legal entities in business and commerce, such as partnerships and corporations, seeking to develop good corporate governance through examining the responsibilities of those involved in business with an emphasis on directors’ duties. Finally, the unit aims to develop the skills of critical analysis, communication and the legal answer method.

BUS203 Corporate Finance

This unit focuses on how business creates value by making ethical and informed capital budgeting decisions. The course will teach students how to identify cash flows associated with an investment project, review and evaluate independent and mutually exclusive projects. Students will learn how businesses have access to different sources of funding, and the cost of using various sources of capital. The theory of capital structure and considerations of profit distributions by businesses are also taught in this unit.

BUS204 Entrepreneurship

This unit aims to provide students with a solid foundation in entrepreneurial and intrapreneurial skills and knowledge to assist them in becoming successful and capable ethical entrepreneurs. Students will pursue novel applications to solve business and community challenges. In completing this unit, participants will be able to:

identify the entrepreneurial mindset and the characteristics that lead to successful entrepreneurial decision making;
be able to setup a successful enterprise;
critically analyse and design a business plan using ethical, social and sustainable entrepreneurial principles; and
identify and assess various sources of capital to set up a business.

BUS205 Business Research Methods

The aim of this unit is to provide students with the knowledge and skills to conduct business and academic research. Students who complete this unit will be equipped with the following capabilities, knowledge, and skills:

define and explain the operations of the research process in a business environment;
apply research methodologies and techniques;
describe and identify different data analytical techniques by using quantitative and qualitative research methods; and
outline a methodological framework to develop a research project and communicate its research findings.

BUS301 Project Management

The aim of this unit is to provide students with the essential knowledge and skills to make effective contributions in the completion of projects in their place of employment. By the end of the course, students will be able to:

explain the importance of project management in organisations;
identify, scope, select, and authorise projects that will provide value to an organisation;
develop project proposals ensuring that effective relationships are created with key stakeholders;
evaluate project status and make changes as required; and
assess the social, cultural, legal and ethical impacts of projects on diverse stakeholders.

BUS302 Business Leadership

This unit aims to introduce key theories and concepts relating to leadership traits, behaviours and approaches found in contemporary businesses. The unit examines the contextual challenges faced by business leaders today. The unit explores and analyses leadership as a complex process of interactions between individuals and organisations. By the end of the unit, students will:

understand how leadership influences business organisational performance;
develop leadership skills required for effective leadership in different business settings; and
develop, through reflection and testing, self-knowledge in relation to the practice of leadership.

BUS303 Ethics in Business

This aim of this unit is to enable students to critically question ethical and moral issues, priorities, points of trade-off and compromises as they apply to business and professional behaviour of accountants and digital marketers. A further aim is for students to develop an understanding of the role and accountability of corporations, and of the business professionals. This unit will enhance their sensitivity to different cultures, global issues, and international events. Students will actively engage in group work to assist transitioning into the work environment.

BUS305 Capstone Unit (Digital Marketing)

This unit aims to build on the knowledge and skills gained throughout the course and apply them to solving a business issue. Students will be briefed by an industry partner to find a solution to a significant, real business problem that has a predominantly digital marketing focus. Students are expected to address this as a team of consultants. The team will need to research the digital marketing, technical and business issues involved and report back to the client. The unit will allow students to experience group processes, conduct an industry project, then reflect on the learnings they have gained.

MKT101 Fundamentals of Marketing

The aim of this unit is to introduce the marketing functions of a business. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This unit provides an overview of the theories and principles of marketing. The focus is on how organisations identify the needs and understand the buying behaviour of their target markets, and develop a marketing mix to ensure a value-based exchange between parties is achieved. The unit has a theoretical base that is underpinned by sound practical application of those marketing concepts.

MKT102 Fundamentals of Digital Marketing

This unit provides a foundational overview of the evolving role of digital technologies and the customer’s use of digital media. The unit considers the implications of digital technologies for segmentation, targeting and positioning in order to execute successful digital marketing campaigns. Another aim is to design an appropriate measurement framework to evaluate the effectiveness of digital marketing campaigns. As part of this work, students will assess the strengths and weaknesses of currently available social media tools using appropriate key performance indicators (KPIs). Finally, students will compare and contrast website designs based on desired conversion objectives

MKT201 Digital Consumer Acquisition

The aim of this unit is to introduce contemporary digital marketing theories and applications to manage online consumer relationships. Growth in consumer internet purchasing and use of the world wide web as a communication medium has dramatically altered consumer purchasing behaviour. The unit analyses the accelerated transition from mass marketing to personalised marketing and explores the extent to which customer segments are discoverable online. It explores digital branding and the theory behind customer acquisition. Finally, it provides an opportunity to integrate digital marketing theories and create a website that aims to achieve planned key performance indicators.

MKT202 Integrated Marketing Communications

This unit adopts an applied planning approach to the elements of the integrated marketing communications mix to develop stronger brands. It critically evaluates the role of both traditional and digital media within a unified, market-focused, communications plan based on marketing communication principles. Students will develop and understand the use of IMC tools in terms of segmentation, targeting and profiling of consumer groups. Students’ skills will include identifying advertising and promotional opportunities in traditional and digital media; understanding and using media metrics; establishing promotional budgets; and the evaluation of integrated marketing communications strategies and tactics.

MKT203 Product and Service Branding Strategy

This unit enables students to understand and apply branding strategy. This unit examines the requirements for successfully branding products and services. Contemporary theory in brand co-creation are explored and aligned with global consumer trends. The current phenomenon of co-branding to create value exchanges has profoundly altered brand management. The unit develops contemporary product and service branding strategies by utilising brand knowledge, positioning, values and brand elements.

MKT301 Managing Digital Marketing Campaigns

This unit aims to develop a student’s application of digital marketing principles through their involvement in a series of simulation exercises. This hands‐on experiential approach will provide students with the opportunity to hone their digital marketing skills prior to entering the workforce. Following an overview of the week’s topic students will be provided with a scenario and then asked to input their approach into the simulation software. There will be eleven simulation rounds over which the students will practice executing on the various aspects of a campaign including the writing of objectives, targeting and positioning, content writing across a number of tools including emails, online advertising and social media posts. The simulation software will automatically rank the students across a number of KPIs such as revenue, profits, ROI or reach.

MKT302 Social Media Marketing

This unit develops the student’s understanding of some of the most common social media platforms and how they can be effectively used. These platforms will be examined in terms of: development of a social media strategy, audience attraction, managing content, resourcing a social media team, measuring the return on investment and social media policy development. Students will also be introduced to contemporary strategies in using customer feedback from social media platforms to facilitate brand building and provide insights into marketing strategy.

MKT303 Digital Marketing Analytics

The unit aims to develop a student’s digital analytic skills and appropriate usage of digital marketing metrics covered in previous units. The student has the opportunity to further apply digital marketing analytics and measure the effectiveness of an organisation’s use of different tactics (owned, paid, earned media, search, social media, display advertising, video, etc) to ensure decisions made are evidence based and data driven. Students will also learn how to establish a digital performance measurement model. Analysis skills will also address how to interpret competitor analytics in order to provide actionable business recommendations.

MKT304 Digital Marketing Strategy

The unit aims to develop a student’s strategic thinking capabilities, planning and implementing a marketing plan. It also builds their capacity to analyse and integrate marketing metrics. The student has the opportunity to apply their knowledge and creativity to a real‐world strategic marketing process, by developing, implementing and evaluating alternative marketing strategies using digital platforms. This unit aims to integrate digital tool usage through the application of a strategic framework.

Bachelor of Business
(Digital Marketing)

About this Course

Potential Employment Outcomes

Course Learning Outcomes

Courses Structure

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Bachelor of Business(Digital Marketing)

About this Course

Potential Employment Outcomes

Course Learning Outcomes

Courses Structure

Career Opportunities

Ready to becomea student?

Bachelor of Business
(Digital Marketing)

Ready to become
a student?