MKF3881 Digital marketing
The Complete Study & Assessment Guide · S2 2026MKF3881 Overview
- Monash Semester Two marketing study
- Digital strategy consumers and analytics
- Brand building and project pitching
Digital marketing creates and captures value through connected journeys, channels, data and optimisation decisions
Digital marketing examines how organisations create and capture value through digital business models, consumer journeys, data, channels and optimisation.
- Start with value creation Connect the digital model to customer need, exchange and revenue logic.
- Trace the customer journey Locate touchpoints, friction and decision context before choosing a channel.
- Measure a decision Match metrics and experiments to the optimisation question they can answer.
- Build a defensible identity Align personal brand and AI strategy claims with evidence, audience and ethics.
How MKF3881 is assessed
| Component | Weight | Format |
|---|---|---|
| 1. Exercise | 10% | AI Student Certification |
| 2. Exercise | 15% | Class participation |
| 3. Project | 35% | Brand Me |
| 4. Project | 40% | AI Project: Strategy and Pitch |
MKF3881 assessment information publishes two exercises and two projects: AI Student Certification, class participation, Brand Me and the AI Project strategy and pitch. Their published weights total the unit result.
Assessment structure
MKF3881 segment widths reproduce the supported published weights; consult the notes for conflicts or unconfirmed details.
What MKF3881 covers
Digital marketing examines how organisations create and capture value through digital business models, consumer journeys, data, channels and optimisation. The unit connects strategy and analytics to professional branding and an applied AI strategy pitch.
Digital Strategy and Business Models
digital value · business models · platforms · channels · strategy02Customer Journeys and Digital Consumers
consumer behaviour · journey maps · touchpoints · personas · experience03Marketing Analytics and Optimisation
metrics · funnels · conversion · experimentation · CRM04Brand Me and Professional Identity
personal brand · audience · value · evidence · digital footprint05AI Project Strategy and Pitch
problem definition · AI value · project strategy · risk · pitchThe unit connects strategy and analytics to professional branding and an applied AI strategy pitch.
MKF3881 separates university course facts from independently authored practice and leaves operational settings with the live subject site.
Digital activity becomes strategic when choices and trade-offs connect technology to value and organisational capability
Digital Strategy and Business Models
Digital Strategy and Business Models places Digital strategy beside Business model and uses Platform model as a limiting test.
Digital activity becomes strategic when choices and trade-offs connect technology to value and organisational capability.
A business-model canvas organises assumptions; it does not demonstrate customer adoption, unit economics or durable platform advantage without corresponding evidence.
Customer Journeys and Digital Consumers
Customer Journeys and Digital Consumers places Customer journey beside Digital touchpoint and uses Journey friction as a limiting test.
Touchpoint importance depends on the customer's task and decision stage, not merely traffic volume.
A journey map is a model of selected customer evidence; it cannot represent every path, motive or future response without validation.
Marketing Analytics and Optimisation
Marketing Analytics and Optimisation places Marketing metric beside Conversion rate and uses Customer relationship management as a limiting test.
Optimisation compares variants or evidence against a hypothesis rather than treating any short-term increase as durable improvement.
An observed metric change supports the measured population and configuration; attribution, causation and longer-term customer value require additional design and evidence.
Brand Me and Professional Identity
Brand Me and Professional Identity places Personal brand beside Professional audience and uses Digital footprint as a limiting test.
A digital footprint includes material outside direct control and should be audited for coherence, privacy and consequence.
A curated profile can support a professional interpretation; it cannot control every search result or guarantee how employers and communities will read the identity.
AI Project Strategy and Pitch
AI Project Strategy and Pitch places AI use case beside Project strategy and uses Strategy pitch as a limiting test.
An AI proposal starts with a marketing decision or customer problem rather than with a tool seeking an application.
A convincing AI strategy supports a decision to investigate or implement under stated controls; it cannot establish model reliability, customer acceptance or commercial value before testing.
MKF3881 assessment information publishes two exercises and two projects: AI Student Certification, class participation, Brand Me and the AI Project strategy and pitch
MKF3881 assessment information publishes two exercises and two projects: AI Student Certification, class participation, Brand Me and the AI Project strategy and pitch.
Their published weights total the unit result.
Plan MKF3881 work by separating the deliverable, the evidence it needs, the process used to create it and the final verification.
MKF3881 LMS instructions govern collaboration, format, permitted tools and submission operations.
A digital-marketing recommendation must trace one audience journey from value proposition to touchpoint, metric and optimisation decision while retaining privacy, platform and attribution limits
Digital strategy retrieval begins with one course relation applied to a fresh case and one altered controlling fact.
Strategy pitch then provides the comparison: record the first conclusion that moves and the course condition preventing a wider claim.
A convincing AI strategy supports a decision to investigate or implement under stated controls
Complete a digital-marketing recommendation by tracing one audience journey from value proposition to touchpoint, metric and optimisation decision while retaining privacy, platform and attribution limits.
An AI proposal starts with a marketing decision or customer problem rather than with a tool seeking an application
Digital strategy names the starting object and identifies the direct observation that would make the initial reading untenable.
Digital strategy in Marketing metric as a control
Marketing metric changes the operative relation while unrelated conditions remain fixed, making the source of revision visible.
A digital footprint includes material outside direct control and should be audited for coherence, privacy and consequence
Strategy pitch limits transfer by keeping the evidence, context and reported result attached to the same analysed case.
Digital strategy in Marketing metric from evidence to conclusion
MKF3881 counter-practice changes one consequential condition and preserves any contradiction rather than smoothing it into agreement.
An observed metric change supports the measured population and configuration
AI Project Strategy and Pitch supplies the final discipline check before the answer returns to the live task instructions.
Follow the customer decision across Digital Strategy and Business Models
- 2Fix the role of Digital strategy in the case.
- 2Trace the changed relation through Business model.
- 2Apply the marketing limit stated in the answer.
Key terms
- Digital strategy
- A coherent set of choices about value, customers, capabilities and digital action.
- Business model
- The logic through which an organisation creates, delivers and captures value.
- Value proposition
- The benefit and problem fit offered to a selected customer or user.
- Platform model
- A business model that enables interactions among distinct participant groups through shared infrastructure and rules.
- Customer journey
- The sequence of needs, interactions and interpretations through which a customer moves toward and beyond an exchange.
- Digital touchpoint
- A digitally mediated interaction where a customer encounters, acts on or responds to the organisation.
- Customer persona
- An evidence-based representation of a relevant customer pattern used to guide design choices.
- Journey friction
- A barrier or uncertainty that impedes progress or weakens the customer experience at a touchpoint.
- Marketing metric
- A defined measure used to monitor a marketing object or decision.
- Conversion rate
- The proportion of a defined eligible audience completing a specified action in a stated period.
- Conversion optimisation
- The evidence-led process of improving a customer path toward a defined action.
- Customer relationship management
- The coordinated use of customer information and interactions to support relationships across time.
- Personal brand
- The pattern of associations and expectations formed around a person's professional identity.
MKF3881 FAQ
Which customer decision connects the digital topics?
Within MKF3881, concepts connect to disciplined evidence and a bounded conclusion. Begin with the decision or explanatory object, show the relation carrying the analysis and identify the source, design or condition that limits transfer.
How are the digital-marketing tasks weighted?
Within MKF3881, the current subject table contains 4 weighted components whose published weights sum to 100%. Exact submission settings, permitted resources and later amendments remain controlled by the live learning site.
Are the brand cases official project questions?
Within MKF3881, the cases and point allocations are independently written study aids, not official questions. They rehearse course concepts and evidence moves without reproducing a current university prompt, rubric or confidential solution.
How should marketing terms support retrieval?
Within MKF3881, each glossary term is a retrieval cue for a noun concept connected to an observation, relation and limiting condition. A memorised definition opens the analysis; application determines whether the concept fits the case.
What makes a changed-journey answer defensible?
Within MKF3881, a changed case alters one controlling fact, holds unrelated conditions stable and traces the first consequence. The answer states whether the result remains, narrows or reverses and identifies the evidence responsible.
Where are current AI-project settings confirmed?
Within MKF3881, the live course site and official timetable control current operations. This guide retains a date only when a current 2026 subject page states it clearly and never presents stale or conflicting dates as current.
How should a digital recommendation conclude?
Within MKF3881, use this discipline-specific final check: Complete a digital-marketing recommendation by tracing one audience journey from value proposition to touchpoint, metric and optimisation decision while retaining privacy, platform and attribution limits.
When can an optimisation result transfer?
Within MKF3881, choose a second chapter situation, preserve the starting concept and change the relation carrying the inference. Compare what survives with the limit stated for AI Project Strategy and Pitch.
How to prepare for the assessments
MKF3881 revision moves chapter by chapter: define the starting concept, trace the relation, work one independent counter-case and state the supported boundary. MKF3881 finishes with this discipline-specific control: Complete a digital-marketing recommendation by tracing one audience journey from value proposition to touchpoint, metric and optimisation decision while retaining privacy, platform and attribution limits.
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