MKT3714 Marketing in a Digital Age Module Review

I'm kinda interested in Digital Marketing so when I saw this mod I thought it would be the perfect module to take to further build that interest. Because I took the Google Ads Certification before, I was expecting this module to be something about teaching students how to execute digital marketing strategies in the real world. But it is not just that.

This module has 10 chapters which can be grouped into 3 parts. The first part teaches us how to come up with good and viral content, be it an advertisement or a campaign etc. This part is the most theoretical out of the three and the principles learnt here are created by best-selling marketing gurus.

The second part exposes us to some of the digital marketing tools/channels available like Display, Search and Mobile Marketing. Finally, the last part is about online communities in the digital world and how they play a part in Digital Marketing.

Individual grading components include class participation (25%) and final test (25%) while group grading components include group assignment (35%) and final presentation (15%).

There were a lot of opportunities to class part so I guess everyone will receive similar grades for that component. The final test was interesting as there were open-ended questions on top of MCQs that allowed us to come up with our own Digital Marketing strategies.

I would say the group assignment and final presentation took up the main bulk of our time for this module as we had to create 4 pieces of digital marketing content from scratch. The only weird thing was one of it had to be a video but throughout the whole semester there was no lecture on video marketing. That being said, the workload is not heavy and is highly manageable.

Overall I would say that some of this module's content can be found online just by Googling but the professor throws in many researches and studies to back-up the key points being made - which makes it easier to understand and hence remember. (every chapter has around 5-10 researches being cited) The professor is also very approachable and given that digital is the way to go in the future, I would recommend this module to marketing students who want to learn general content creation concepts, how to apply them to create your own, and gain some exposure to some digital marketing tools. (but not so much on execution)