MKTG30009 Digital Marketing
The Complete Exam Bible · SM2 2026MKTG30009 Overview
- Faculty of Business and Economics
- Semester 2, 2026
- an undergraduate Level 3 subject
- 12.5 credit points
- an advanced digital marketing subject
MKTG30009 covers digital campaign foundations, strategy, audit and evidence, short-form creative, SEO and answer engines, SEM, CRO, social algorithms, analytics, attribution, digital business models, ad-tech, privacy, AI and ethics. It is taught within Faculty of Business and Economics. It is an undergraduate Level 3 subject.
- Evidence before persona An audience claim should be anchored in observed behaviour, language or data.
- Channel follows objective Reach, conversion and retention problems require different mechanisms and measures.
- Attribution is a model Platform-reported credit is not the same as incremental effect.
- 30/30/40 is better supported Detailed guide sections and both briefs outweigh the conflicting overview table, which remains disclosed.
How MKTG30009 is assessed
| Component | Weight | Format |
|---|---|---|
| Digital Marketing Strategy and TikTok Advertising | 30% | Individual; due Friday 28 August 2026 at 11:59 pm |
| Evidence-built Digital Marketing Plan | 30% | Group of 4-5; due Friday 16 October 2026 at 11:59 pm |
| End-of-semester Examination | 40% | Individual; examination-period format released later on LMS |
The subject guide's overview table says 20%/30%/50%, but its detailed sections say 30%/30%/40%; the current Assignment 1 brief independently says 30%, the Assignment 2 brief says 30%, and the detailed exam section says 40%. This Bible uses the better-supported 30/30/40 structure and explicitly records the unresolved overview-table conflict.
Current MKTG30009 dates
| Date | Item | Control |
|---|---|---|
| 28 August 2026 at 11:59 pm | TikTok Strategy and Advertisement | 30% individual task; detailed guide and current brief agree. |
| 16 October 2026 at 11:59 pm | Digital Marketing Plan | 30% group task for FFG/ALRF. |
| Official examination period | End-of-semester Examination | 40% in the detailed guide section; LMS controls format. |
Dates are as published in the current course materials. Confirm exact deadlines and submission settings in the live LMS.
What MKTG30009 covers
Read Digital Campaign Foundations and Mechanisms as the foundation, Conversion Experience and Experimentation as the main change in method, and AI, Ethics, Virality and Digital Synthesis as the final application of the course.
Digital Campaign Foundations and Mechanisms
digital marketing · campaign mechanism · customer journey · connect an audience problem to a digital intervention and measurable responseDefine digital marketing
The course material gives this chapter a concrete anchor: Week 1 covers how digital marketing works and campaign anatomy.
- digital marketing
- campaign mechanism
- customer journey
- Applying digital marketing
- Limits of campaign mechanism and customer journey
Strategy, RACE, Objectives and Integration
RACE framework · objective · integration · choose objective, evidence and channel roles across a journeyDefine RACE framework
The course material gives this chapter a concrete anchor: Week 2 directly teaches planning, RACE, objectives, channels and evidence.
- RACE framework
- objective
- integration
- Applying RACE framework
- Limits of objective and integration
Digital Audit, Evidence and Verification
digital audit · verification anchor · inference · collect and interpret platform, audience, competitor and destination evidenceDefine digital audit
The course material gives this chapter a concrete anchor: Week 3 and Assignment 1 specify a structured, anchored audit toolkit.
- digital audit
- verification anchor
- inference
- Applying digital audit
- Limits of verification anchor and inference
Audience Insight, Content and Short-Form Creative
audience insight · hook · value proposition · turn audience traces into message, hook, format and destination choicesDefine audience insight
The course material gives this chapter a concrete anchor: Week 4 connects evidence to audience, content and short-form creative.
- audience insight
- hook
- value proposition
- Applying audience insight
- Limits of hook and value proposition
Search Visibility and Answer Engines
search intent · search engine optimisation · answer engine · design content and local entities for discoverability and answer usefulnessDefine search intent
The course material gives this chapter a concrete anchor: Week 5 explicitly combines SEO, local search and answer engines.
- search intent
- search engine optimisation
- answer engine
- Applying search intent
- Limits of search engine optimisation and answer engine
Paid Search, Auctions and the Google Ad Grant
search engine marketing · quality signal · Google Ad Grant · connect keyword, message, landing page, bid and conversion valueDefine search engine marketing
The course material gives this chapter a concrete anchor: Week 6 covers SEM, real-time auctions and the Google Ad Grant used by the assignment client.
- search engine marketing
- quality signal
- Google Ad Grant
- Applying search engine marketing
- Limits of quality signal and Google Ad Grant
Conversion Experience and Experimentation
conversion rate optimisation · funnel · experiment · diagnose experience friction and design a credible comparisonDefine conversion rate optimisation
The course material gives this chapter a concrete anchor: Week 7 covers conversion design and testing.
- conversion rate optimisation
- funnel
- experiment
- Applying conversion rate optimisation
- Limits of funnel and experiment
Social, Community and Algorithmic Distribution
social graph · interest graph · community management · design content and moderation around distribution and community normsDefine social graph
The course material gives this chapter a concrete anchor: Week 8 covers social, community and the algorithm; Assignment 1 explains TikTok's interest-graph logic.
- social graph
- interest graph
- community management
- Applying social graph
- Limits of interest graph and community management
Measurement, Analytics and Attribution
key performance indicator · attribution model · incrementality · connect events, KPIs and comparisons to campaign decisionsDefine key performance indicator
The course material gives this chapter a concrete anchor: Week 9 covers measurement, analytics and attribution.
- key performance indicator
- attribution model
- incrementality
- Applying key performance indicator
- Limits of attribution model and incrementality
Digital Business Models, Supporter Value and Retention
digital business model · customer lifetime value · retention · design onboarding, repeat value and capacity around retentionDefine digital business model
The course material gives this chapter a concrete anchor: Week 10 connects business models, supporter value and retention.
- digital business model
- customer lifetime value
- retention
- Applying digital business model
- Limits of customer lifetime value and retention
Programmatic Advertising, Ad-Tech and Privacy
programmatic advertising · third-party cookie · consent · evaluate targeting, measurement, consent and supply-chain exposureDefine programmatic advertising
The course material gives this chapter a concrete anchor: Week 11 covers programmatic, ad-tech and the privacy/cookieless shift.
- programmatic advertising
- third-party cookie
- consent
- Applying programmatic advertising
- Limits of third-party cookie and consent
AI, Ethics, Virality and Digital Synthesis
generative AI · virality · digital ethics · evaluate AI or viral tactics for evidence, brand, harm and governanceDefine generative AI
The course material gives this chapter a concrete anchor: Week 12 closes with AI, ethics, virality and synthesis; the Assignment 1 brief imposes explicit AI and advertising controls.
- generative AI
- virality
- digital ethics
- Applying generative AI
- Limits of virality and digital ethics
It carries 12.5 credit points.
It is positioned as an advanced digital marketing subject.
Assessment requires evidence-anchored decisions for real organisations, including a TikTok strategy and a three-month not-for-profit plan, followed by an integrative exam.
Assessment in mktg30009 is distributed as follows: a 30% individual TikTok strategy and advertisement, a 30% group evidence-built digital marketing plan and a 40% end-of-semester examination; the guide's overview table conflicts but detailed sections and briefs support these weights
The operational assessment conditions matter here.
The 40% examination samples the whole subject, especially material not fully assessed in assignments; exact format is released later on the LMS.
What makes mktg30009 demanding is concrete: turning imperfect platform, audience and analytics traces into specific channel and creative decisions without overstating causality, fabricating personas or ignoring client capacity and harm
No separate component hurdle is published in the current S2 guide; the overall subject pass standard applies.
For enrolment planning, Confirm current eligibility and prerequisite chain in the University Handbook.
Read Digital Campaign Foundations and Mechanisms as the foundation, Conversion Experience and Experimentation as the main change in method, and AI, Ethics, Virality and Digital Synthesis as the final application of the course.
Worked example · free
Choose a metric for a charity landing page
- 1Restate the intended RACE stage and sign-up objective.
- 1Inspect hook, click-through, landing arrival and form completion separately.
- 1Audit message-to-page consistency and mobile friction.
- 1Check attribution window and tracking loss.
- 1Choose one bottleneck-specific experiment with safeguarding controls.
Key terms
- digital marketing
- Use of connected technologies, data and media to create and measure customer or stakeholder value. This chapter uses the concept when students connect an audience problem to a digital intervention and measurable response.
- campaign mechanism
- Causal account of how an intervention is expected to change a named audience response. It helps explain the reasoning required to connect an audience problem to a digital intervention and measurable response.
- customer journey
- Sequence of contexts and interactions through which a person moves toward, through and beyond a decision. Its limit matters because a channel or content format is not a strategy without audience, objective and mechanism.
- RACE framework
- Planning structure organising Reach, Act, Convert and Engage decisions. This chapter uses the concept when students choose objective, evidence and channel roles across a journey.
- objective
- Specific intended audience or organisational change over a defined period. It helps explain the reasoning required to choose objective, evidence and channel roles across a journey.
- integration
- Coordination of channels, messages and experiences around one strategic logic. Its limit matters because one metric cannot diagnose every journey stage and more channels do not guarantee integration.
- digital audit
- Structured review of an organisation's digital presence, audience traces, competitors and destinations. This chapter uses the concept when students collect and interpret platform, audience, competitor and destination evidence.
- verification anchor
- Dated screenshot, link, capture or analytics record supporting an evidence item. It helps explain the reasoning required to collect and interpret platform, audience, competitor and destination evidence.
- inference
- Reasoned conclusion extending beyond direct observation with uncertainty retained. Its limit matters because small public samples support cautious patterns, not universal audience facts.
- audience insight
- Evidence-grounded explanation of a tension, motive or context relevant to action. This chapter uses the concept when students turn audience traces into message, hook, format and destination choices.
- hook
- Opening device intended to earn continued attention in the first moments of content. It helps explain the reasoning required to turn audience traces into message, hook, format and destination choices.
MKTG30009 FAQ
Where do students usually lose marks in mktg30009?
turning imperfect platform, audience and analytics traces into specific channel and creative decisions without overstating causality, fabricating personas or ignoring client capacity and harm
How is mktg30009 assessed?
a 30% individual TikTok strategy and advertisement, a 30% group evidence-built digital marketing plan and a 40% end-of-semester examination; the guide's overview table conflicts but detailed sections and briefs support these weights
What is the mktg30009 exam or final-task format?
The 40% examination samples the whole subject, especially material not fully assessed in assignments; exact format is released later on the LMS.
Does mktg30009 have a hurdle or component-level pass rule?
No separate component hurdle is published in the current S2 guide; the overall subject pass standard applies.
Which offering does this mktg30009 guide cover?
It is aligned to Semester 2, 2026; confirm your enrolled class and timetable in the current institutional system.
What prerequisites or restrictions apply to mktg30009?
Confirm current eligibility and prerequisite chain in the University Handbook.
Questions students ask in each MKTG30009 chapter
- What is the main task in Digital Campaign Foundations and Mechanisms?
- Connect an audience problem to a digital intervention and measurable response. Chapter 01 · Digital Campaign Foundations and Mechanisms
- What is the main task in Strategy, RACE, Objectives and Integration?
- Choose objective, evidence and channel roles across a journey. Chapter 02 · Strategy, RACE, Objectives and Integration
- What is the main task in Digital Audit, Evidence and Verification?
- Collect and interpret platform, audience, competitor and destination evidence. Chapter 03 · Digital Audit, Evidence and Verification
- What is the main task in Audience Insight, Content and Short-Form Creative?
- Turn audience traces into message, hook, format and destination choices. Chapter 04 · Audience Insight, Content and Short-Form Creative
- What is the main task in Search Visibility and Answer Engines?
- Design content and local entities for discoverability and answer usefulness. Chapter 05 · Search Visibility and Answer Engines
- What is the main task in Paid Search, Auctions and the Google Ad Grant?
- Connect keyword, message, landing page, bid and conversion value. Chapter 06 · Paid Search, Auctions and the Google Ad Grant
- What is the main task in Conversion Experience and Experimentation?
- Diagnose experience friction and design a credible comparison. Chapter 07 · Conversion Experience and Experimentation
- What is the main task in Social, Community and Algorithmic Distribution?
- Design content and moderation around distribution and community norms. Chapter 08 · Social, Community and Algorithmic Distribution
- What is the main task in Measurement, Analytics and Attribution?
- Connect events, kpis and comparisons to campaign decisions. Chapter 09 · Measurement, Analytics and Attribution
- What is the main task in Digital Business Models, Supporter Value and Retention?
- Design onboarding, repeat value and capacity around retention. Chapter 10 · Digital Business Models, Supporter Value and Retention
- What is the main task in Programmatic Advertising, Ad-Tech and Privacy?
- Evaluate targeting, measurement, consent and supply-chain exposure. Chapter 11 · Programmatic Advertising, Ad-Tech and Privacy
- What is the main task in AI, Ethics, Virality and Digital Synthesis?
- Evaluate ai or viral tactics for evidence, brand, harm and governance. Chapter 12 · AI, Ethics, Virality and Digital Synthesis
How to study for the exam
Retrieve the course map, practise the recurring method—fix the organisation, audience, journey stage, objective and baseline, gather anchored evidence, choose an integrated channel and experience mechanism, then measure an actionable response while auditing attribution, privacy, safeguarding and implementation capacity—on changed scenarios, and verify every operational assessment detail in the live institutional system.
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