| Effective Term: | 2024/05 |
| Institute / School : | Institute of Health and Wellbeing |
| Unit Title: | Digital Media Marketing |
| Unit ID: | ISMAN2005 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (ISMAN1005) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This unit focuses on the digital marketing environment for global sport (international and national federations and the professional sport sector). This unit aims to provide students with the knowledge and skills to develop a creative and engaging digital marketing campaign for sport informed by key theories and practices. It explores aspects of new digital marketing environment including digital marketing analytics, search engine optimisation, social media marketing and the capabilities of new digital technology. This unit will enable students to develop transferable skills that will prove invaluable for international and national sport federations that rely on digital communication and are undergoing frequent technological innovation. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | |  | | | | | Advanced | | | | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Define and explain the theories and principles of digital media marketing for the global sport environment. |
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| K2. | Identify and explain marketing communication strategies and digital technologies to develop a digital marketing campaign. |
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| K3. | Recognise and discuss the ethical and social implications associated with digital media marketing. |
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| Skills: |
| S1. | Research and analyse the profiles of consumers of sport and appropriate digital channels to engage target markets. |
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| S2. | Identify and interpret digital analytics to inform marketing strategies and social media channels. |
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| S3. | Research and evaluate information to plan and develop a digital marketing campaign with creative and engaging digital content. |
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| Application of knowledge and skills: |
| A1. | Develop and design a digital media campaign to engage sport consumers. |
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| A2. | Apply marketing theory and principles to develop and manage creative and engaging digital marketing content. |
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| Unit Content: |
This may include:
•Digital marketing for global sport environment
•Understanding the digital makreing consumers
•Digital marketing tools: current and new technologies
•Digital marketing analytics to inform marketing strategies
•Digital media and marketing principles
•Digital media and marketing strategies
•Digital media marketing campaign: planning process
•Creating engaging digital media marketing content |
| Graduate Attributes: |
| Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FEDTASKS (Transferable Attributes Skills and Knowledge) provide a targeted focus on five key transferable Attributes, Skills, and Knowledge that are be embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and Co-operative Learning opportunities. One or more FEDTASK, transferable Attributes, Skills or Knowledge must be evident in the specified learning outcomes and assessment for each FedUni Unit, and all must be directly assessed in each Course.
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| FED TASK and descriptor | Development and acquisition of FEDTASKS in the Unit | Learning outcomes
(KSA) | Assessment task
(AT#) | FEDTASK 1
Interpersonal | Students will demonstrate the ability to effectively communicate, inter-act and work with others both individually and in groups. Students will be required to display skills in-person and/or online in: • Using effective verbal and non-verbal communication • Listening for meaning and influencing via active listening • Showing empathy for others • Negotiating and demonstrating conflict resolution skills • Working respectfully in cross-cultural and diverse teams. | Not applicable | Not applicable | FEDTASK 2
Leadership | Students will demonstrate the ability to apply professional skills and behaviours in leading others. Students will be required to display skills in: • Creating a collegial environment • Showing self -awareness and the ability to self-reflect • Inspiring and convincing others • Making informed decisions • Displaying initiative | Not applicable | Not applicable | FEDTASK 3
Critical Thinking and Creativity | Students will demonstrate an ability to work in complexity and ambiguity using the imagination to create new ideas. Students will be required to display skills in: • Reflecting critically • Evaluating ideas, concepts and information • Considering alternative perspectives to refine ideas • Challenging conventional thinking to clarify concepts • Forming creative solutions in problem solving. | Not applicable | Not applicable | FEDTASK 4
Digital Literacy | Students will demonstrate the ability to work fluently across a range of tools, platforms and applications to achieve a range of tasks. Students will be required to display skills in: • Finding, evaluating, managing, curating, organising and sharing digital information • Collating, managing, accessing and using digital data securely • Receiving and responding to messages in a range of digital media • Contributing actively to digital teams and working groups • Participating in and benefiting from digital learning opportunities. | Not applicable | Not applicable | FEDTASK 5
Sustainable and Ethical Mindset | Students will demonstrate the ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions. Students will be required to display skills in: • Making informed judgments that consider the impact of devising solutions in global economic environmental and societal contexts • Committing to social responsibility as a professional and a citizen • Evaluating ethical, socially responsible and/or sustainable challenges and generating and articulating responses • Embracing lifelong, life-wide and life-deep learning to be open to diverse others • Implementing required actions to foster sustainability in their professional and personal life. | Not applicable | Not applicable |
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| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2, K3, S1, S2 | Critically analyse and review the digital media marketing practices for the global sport environment. | Case study | 20-40% | | 2. | K1, K3, S1, S2, S3, A2 | Complete a digital media marketing situational analysis. | Report | 20-40% | | 3. | K1, K2, K3, S1, S2, S3, A1, A2 | Prepare a digital media marketing campaign proposal to engage sport consumers. | Proposal | 30-50% |
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