AMB330 Digital Portfolio
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB330 |
|---|---|
| Prerequisite(s): | 144 credit points of completed studies. |
| Equivalent(s): | AMX330 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| CSP student contribution | $1,394 |
| Domestic tuition unit fee | $2,832 |
| International unit fee | $3,900 |
Unit Outline: Semester 1 2020, Gardens Point, Internal
| Unit code: | AMB330 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB220 or AMB200 or AMB201 |
| Equivalent: | AMX330 |
| Coordinator: | Lisa Tam | l.tam@qut.edu.au |
Overview
Digital has changed the nature of marketing communication as a discipline and the way we think, communicate and purchase as consumers. This unit is important as the digital environment permeates our decision making as advertising and marketing communication professionals. Hence, an understanding of the digital environment, an ability to navigate its platforms and measure its performance is a critical vocational skill. This unit provides a real work integrated learning opportunity for students.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use theory to understand and critically evaluate the digital environment
- Apply research and interpretation skills to formulate consumer insights, plan the digital campaign and measure its outcomes
- Develop and demonstrate a set of digital skills by applying them to real-world briefs
Content
This unit unfolds across a number of modules. In the first module, the digital environment is explored through the shift from the mass-communication, mass-media paradigm to the consumer-controlled push-pull model. Subsequent modules explore planning and analytics, search, content, social media, mobile and real time media buying. Every module is accompanied by both critical theory and a hands-on exercise to develop digital skills.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
A multi-disciplinary teaching team leads this unit, which incorporates an experiential learning approach implemented through practitioner-led skills development and client-based projects, culminating in a digital portfolio. Important critical thinking and problem solving skills are nurtured and theory is introduced to explore innovation in this critical digital platform. Hence, the online environment is not only incorporated into content, but digital skills are required and demonstrated through the assessment regime.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Workbook
In response to a client brief, students will complete a digital audit and target audience analysis. This report will form the starting point for the students to develop a series of digital skills from practitioner-based exercises. These cover the essential parts of digital campaign development and build into a portfolio of work across the semester.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1), PC (3.1), SE (5.1)
Assessment: Report
Using the information gained from completing Assessment 1, students are to develop a Search Engine Marketing strategy and provide justification for their recommendations.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1).
Assessment: Portfolio
In the final assessment, students use the insights and strategies developed in Assessment 1 and 2 to develop a Community Management Program consisting of a content strategy and social media strategy and calendar.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1), PC (3.1), SE (5.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no required textbook for this unit. Readings will be recommended and/or supplied.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 2 2020, Gardens Point, Internal
| Unit code: | AMB330 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB220 or AMB200 or AMB201 |
| Equivalent: | AMX330 |
| Coordinator: | Lisa Tam | l.tam@qut.edu.au |
Overview
Digital has changed the nature of marketing communication as a discipline and the way we think, communicate and purchase as consumers. This unit is important as the digital environment permeates our decision making as advertising and marketing communication professionals. Hence, an understanding of the digital environment, an ability to navigate its platforms and measure its performance is a critical vocational skill. This unit provides a real work integrated learning opportunity for students.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use theory to understand and critically evaluate the digital environment
- Apply research and interpretation skills to formulate consumer insights, plan the digital campaign and measure its outcomes
- Develop and demonstrate a set of digital skills by applying them to real-world briefs
Content
This unit unfolds across a number of modules. In the first module, the digital environment is explored through the shift from the mass-communication, mass-media paradigm to the consumer-controlled push-pull model. Subsequent modules explore planning and analytics, search, content, social media, mobile and real time media buying. Every module is accompanied by both critical theory and a hands-on exercise to develop digital skills.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
A multi-disciplinary teaching team leads this unit, which incorporates an experiential learning approach implemented through practitioner-led skills development and client-based projects, culminating in a digital portfolio. Important critical thinking and problem solving skills are nurtured and theory is introduced to explore innovation in this critical digital platform. Hence, the online environment is not only incorporated into content, but digital skills are required and demonstrated through the assessment regime.
COVID-19 restrictions may require changes to the planned Learning Approaches described here. Students should refer to the unit Blackboard site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Digital Audit
In response to a client brief, students will complete a digital audit and target audience analysis. This report will form the starting point for the students to develop a series of digital skills from practitioner-based exercises. These cover the essential parts of digital campaign development and build into a portfolio of work across the semester.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1), PC (3.1), SE (5.1)
Assessment: Search Strategy
Using the information gained from completing Assessment 1, students are to develop a Search Engine Marketing strategy and provide justification for their recommendations.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1).
Assessment: Community Management Portfolio
In the final assessment, students use the insights and strategies developed in Assessment 1 and 2 to develop a Community Management Program consisting of a content strategy and social media strategy and calendar.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1), SE (5.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no required textbook for this unit. Readings will be recommended and/or supplied.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.