Blogpost (Digital Marketing)
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Seminar1-Introduction-3.pptxWelcome to MKTG1415/1427 Digital Marketing
Presented by Dr Torgeir Aleti
Course Coordinator, Digital Lecturer & Tutor
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Dr. Torgeir Aleti (Tor) t orgeir. a [email protected] Check out: www.shapingconnections.org
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Course Guide
Available online
It is very important that you understand the course guide!
Assumed Knowledge and Capabilities:
MKTG1025 - Marketing Principles
MKTG1050 - Buyer Behaviour
MKTG1041 - Marketing Communication
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Resources
All resources for this course is provided within the Canvas site for the course
There is no prescribed textbook for this unit
If you know the question, you know the answer: Google, Wikipedia, YouTube etc…
Each week you are required to:
Watch the lecture videos
Read 1 academic paper
Read 1 non-academic (industry) paper
Watch 1 short video
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Semester Program
See course guide and Canvas
Plus Social media updates via Facebook and LinkedIn
Workshops: Discuss the readings & the online lecture
Work on assignments
Blended learning:
Face-to-face & online
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My expectation of you
“People have nowadays got a strange opinion that everything should be taught by lectures. Now, I cannot see that lectures can do so much as reading the books from which the lectures are taken”.
Dr. Johnson 1709-1784
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Semester schedule
| Week | Workshop Topic | Assessment activity |
| 1 | Introduction to digital marketing | Access your unit guide and online materials in Canvas. Decide on assessments. |
| 2 | Web 2.0 and social media marketing | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 3 | Understanding consumers & communities; Digital business models | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 4 | Why some ideas spread; Viral marketing | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 5 | Pecha Kucha presentations & Instructional Video | Assessment 1 (WIL): Presentation week |
| 6 | Mobile Marketing | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 7 | Consultation week (no seminar topic) | Assessment task 1+2: Individual feedback & feedforward for Brand Me and Company Reports |
| 8 | The Internet of Things & Big Data | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 9 | Search: SEO and paid search marketing, digital analytics | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 10 | Digital campaigns and IMC; new ways of connecting with customers | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 11 | Legal and ethical issues; spamming, privacy and fake stuff | Assessment task 3: Ongoing blogging and 'Spotlight.' |
| 12 | Critics of social; the limits of social media and digital marketing | Assessment task 3: Ongoing blogging and 'Spotlight.' Assessment task 2 (WIL): Company Digital Marketing report and Brand Me portfolio due by the end of the week |
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Assessments
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Assessment
Firstly, there is no exam!
Rather, you will work on solving problems on your own as well as together in class.
You can choose some of your assignments!
Assignment 1: Instructional Video OR Presentation
30%: Due in Week 5
Assignment 2: Company report OR ‘Brand Me’
30%: Due in Week 13
Assignment 3: Digital Marketing Blog
One post due every week
Two in-class ‘spotlights’ over the semester
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Before you start…
Do you want to work for yourself of for a small business?
Do you want to work alone or with someone else?
Do you want to do a presentation or a video?
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Assignment 1: Pecha Kucha presentation OR Video
Due date: Before the workshop in week 5.
Weighting: 30%
Length: 3-5 minutes video, or 6 minutes and 40 seconds Pecha Kucha presentation.
Task:
Select any SME company, choose a company provided by RMIT (options are limited, see Canvas for details), or use yourself as a small business brand. Implement a social media marketing content strategy and show how your content strategy would create value for customers/clients/ target audiences.
Based on your implementation, the assessment requires you to either:
Deliver a Pecha Kucha presentation; or
Create a short instructional video;
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Pecha Kucha ぺちゃくちゃ
“Get to the PowerPoint in 20 slides then sit the hell down”
“The result, in the hands of masters of the form, combines business meeting and poetry slam to transform corporate cliché into surprisingly compelling beat-the-clock performance art.” (Daniel Pink, Wired magazine, 2007)
If you work as a pair; you need to present alternating slides (which require significant rehearsal)
See: www.en.wikipedia.org/wiki/Pecha_Kucha
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Instructional Video
Creative, engaging
Appropriate examples and creative elements should be used to demonstrate your understanding.
Only if you are technically competent!
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Assignment 2: Company Report OR Brand Me Portfolio
Due date: Tuesday in week 13 at midday (noon)
Weighting: 30%
Length: 2000-4000 words (depending on whether you work individually or as a group)
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Assignment 2a: Company Report
This option is a more traditional piece of business writing.
If you chose this option, you are required to select a small or medium-sized business (SME) of your choice and provide them with a detailed report outlining the Digital Marketing strategies you implemented for them during the semester.
Further, you need to suggest how the SME can continue your strategy.
NOTE: we have a small number of businesses available for students. Please see canvas for details and get in early.
If you chose to work alone, the word limit is 2000 words. For pairs, the limit is 3000, and for groups of three (max), the limit is 4000 words.
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Assignment 2b: ‘Brand Me’ portfolio
This version of Assessment 2 requires you to prepare and implement a personal branding strategy for yourself as a small business.
This is a strictly individual assignment.
Before you begin, please see the video on Canvas from our personal brand strategist/career coach.
This industry professional will guide your ideas about successfully branding yourself as a future digital marketing consultant.
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Assignment 3a: Digital Marketing Blog (30%)
Ongoing work throughout semester (9 opportunities to submit at least 5 entries)
Engaging, relevant and critical dialogue
“Relevant” = DIGITAL MARKETING content!
Comment on others
Promote your blog through our social media channels for the course on Facebook and LinkedIn
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What’s a blog? Https://www.youtube.com/watch?v=NjwUHXoi8lM E.g. www.keithday.net or www.hitchhikersguidetosocialmediamarketing.com.au
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Assignment 3b: Spotlight (10%)
During the workshops in week 2-4, 6 and 8-12, several students will be randomly drawn to share with the class something of interest or something you struggle with from to the weekly lecture videos.
Your instructor will randomly draw students to discuss each of the two videos.
As such, it is vital that you watch both, that you understand the content and that you come prepared to discuss something from the video that caught your interest and prompted you to research further.
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Comments Regarding Overall Experience of the Course: MKTG1415
Presented by Dr Torgeir Aleti
Course Coordinator, Digital Lecturer & Tutor
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We do things differently in MKTG1415 Digital Marketing
RMIT's central surveys are focused on our teaching, but we are more interested in your learning.
You may complete it if you like, but we make decisions based on a different survey. I will leave you with one comment though:
“The amount of work needed to complete this course work is ridiculous. I had to drop another subject so I would have enough time to complete this subject, this is an outline of the amount of work needed to do each week for this subject:
3 Instagram posts (30 mins) and 1 Facebook post (30 mins), plus coordinating meetings, my google business, responding to Facebook comments and Instagram comments and messages (1.5 hours), visiting the client for a meeting (1 hour), 2 hours to watch the lecture videos and complete readings, 2 hours to write a blog post, 1 hour to edit the blog post, publish the post and comment on fellow class mates posts to make sure I generate enough comments, 2 hours to attend class. 11.5 hours of work per week is a ridiculous amount of time for a single class. Especially for students maintaining part time jobs, mine is 30 hours per week, volunteering and trying to maintain good grades among all other uni classes.
5 hours per week would be reasonable”
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About being able to choose assignments…
| Item | Mean | % Agree/Strongly agree |
| Options allow me to play to my strengths | 4.30 | 88.9 |
| Options allow me to improve skills I want to improve | 4.21 | 83.3 |
| Overall, I am positive about choosing assessments | 4.27 | 85.5 |
| Other courses should also offer assessment options | 4.26 | 84.4 |
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About the assignments in general…
| Item | Mean | % Agree/Strongly agree |
| The assignments taught me how to use theory in practise | 4.01 | 83.1 |
| The assignments improved my strategic implementation skills | 4.04 | 81.9 |
| My completed assignments will directly impact my future employability | 4.01 | 77.1 |
| The assignments developed my independent thinking skills (solving problems on my own) | 4.05 | 79.5 |
| The assignments was complex and challenging | 4.16 | 79.5 |
| I am proud of the resources I built for myself in the assignments | 4.01 | 77.1 |
| The video/PK assignment improved my understanding of creating value for customers via social media | 4.10 | 78.3 |
| I frequently read and commented on other's blogs | 3.82 | 68.7 |
| Other students frequently read and commented on my blog | 3.53 | 56.6 |
| Commenting on blogs enhanced my skills in giving feedback | 3.43 | 55.4 |
| I learned more from the assignments in this course than most other courses | 3.70 | 61.4 |
| The assignments in this course made me more prepared for work than most other courses | 3.81 | 66.2 |
| The SBMS mentor was a great additional resource | 4.07 | 78.6 |
| The SBMS mentor pushed me to achieve more | 4.00 | 71.4 |
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About class activities and 'Spotlight' assignment…
| Item | Mean | % Agree/Strongly agree |
| I actively participated in class discussions | 4.12 | 77.6 |
| Participating in class discussions improved my understanding | 4.00 | 73.7 |
| I learned from other students through class discussions | 4.13 | 82.9 |
| The tutors contribution/feedback to class activities helped my learning | 3.99 | 77.6 |
| I learned more from other students in this course than most other courses | 3.95 | 75.0 |
| Spotlight motivated me to come prepared to class | 3.97 | 75.0 |
| Spotlight helped me understand the course content | 3.87 | 75.0 |
| Spotlight takes up too much of the class time | 3.47 | 48.7 |
| An online quiz would be better than Spotlight | 3.22 | 48.7 |
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About the lecture videos…
| Item | Mean | % Agree/Strongly agree |
| Videos are better than normal lectures | 4.08 | 80.3 |
| I learned more from the videos than what I normally do in lectures | 3.88 | 68.4 |
| I watched most of the videos | 4.53 | 93.4 |
| Videos, as opposed to lectures, improved my 'attendance' | 3.84 | 67.1 |
| The videos in this course enhanced my understanding | 4.14 | 80.3 |
| The videos encouraged me to continue to study on my own | 3.97 | 75.0 |
| What do you think about the length of the videos (2*15min)? - 2*15min is…* | 2.84 | 82.9** |
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About the blended learning format…
| Item | Mean | % Agree/Strongly agree |
| Team-teaching improved my learning | 4.08 | 82.7 |
| More courses should offer team-teaching | 4.09 | 86.7 |
| I enjoyed the blended learning (online videos + 2 hours workshop) format | 4.09 | 81.3 |
| I enjoyed learning from different teachers during the semester | 3.99 | 78.7 |
| More courses should offer a blended learning (online and offline learning) format | 4.11 | 81.3 |
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Introduction to Digital Marketing
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Digital Marketing
“The use of information communication technologies (ICT) to understand, create, communicate and deliver value to customers and the organisation” (Wags, 2014)
Let’s improve this!
Your blogs!
We’ll share the best ideas in next week’s seminar
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The “Information Economy”
“Post-industrial” economy
Porat, Marc Uri, (1977) The Information Economy: Definition And Measurement, U.S. Dept. Of Commerce, OT Special Pub. Vols. 1-8.
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The “Information Economy” - Themes
Information assets (as opposed to physical assets)
Digitalisation (of information) – 1’s & 0’s
Speed (of communication)
Intellectual property
Convergence (combining functionality)
Relies on connections -> networks
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Digital Marketing: Bigger than the technology
Individuals – Information is power
Communities – Connections and engagement
Businesses – Knowledge, processes, systems
Societies – Globalisation, mobility, efficiency
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How the internet is changing marketing
Product
Mass customisation of products
Digital products
Price
Customers can compare prices more readily (eBay)
Distribution
Increased efficiency (digital and non-digital products; e.g. hardcopies and ebooks)
Promotion
Rapid dissemination of information (communication)
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Levitt – Marketing Myopia
1960:
Railroads
Hollywood
2020:
?
?
?
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Conclusion
The world is changing very rapidly – marketing must also change!
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