AMB330 Digital Optimisation
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 |
| Availabilities |
|
| CSP student contribution | $2,174 |
| Pre-2021 CSP student contribution | $1,703 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,456 |
| International unit fee | $5,640 |
Unit Outline: Semester 1 2026, Gardens Point, Internal
| Unit code: | AMB330 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 144 credit points of completed studies. |
| Equivalent: | AMX330 |
| Coordinator: | Lisa Tam | l.tam@qut.edu.au |
Overview
Digital has changed the way we think, communicate, and purchase as consumers. The digital environment permeates our decision making as advertising and marketing communication professionals. Hence, an understanding of how to optimise an organisation's digital offerings and how to measure its performance is a critical vocational skill. In this unit, students work with a real world client to integrate digital tools into customer journey mapping. These tools include search engine optimisation (SEO), generative engine optimisation (GEO), Google Ads, influencer marketing, organic social, and paid social.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use theory to understand and critically evaluate the digital environment. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
- Apply research and interpretation skills to formulate consumer insights, plan the digital campaign and measure its outcomes. [HO 2.2]Relates to: UG Business Capabilities: HO (2.2)
- Develop and demonstrate a set of digital skills by applying them to real-world briefs. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Develop professional, logical, and informative content free from technical errors. [PC 3.1]Relates to: UG Business Capabilities: PC (3.1)
- Provide evidence-based, insightful, and ethical recommendations to resolve identified issues. [SE 5.2]Relates to: UG Business Capabilities: SE (5.2)
Content
This unit unfolds across several modules. In the first module, the digital environment is explored through the modern customer decision journey featuring the shift from the mass-communication, mass-media paradigm to the consumer-controlled push-pull model. Subsequent modules involve undertaking a digital audit, touchpoint mapping, search engine optimisation (SEO), generative engine optimisation (GEO), Google Ads, influencer marketing, organic social, and paid social. Every module is accompanied by both theory and industry sources and hands-on exercises 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: Digital Audit
In response to the client brief presented in W1 lecture, you are to research and prepare a Digital Audit. You are to analyse the client’s digital offerings by (1) evaluating its digital strategies (i.e., the extent to which it has effectively utilised its digital offerings), (2) creating a customer persona, (3) developing a consumer insight, (4) conducting a product and competitor overview, (5) providing two recommendations as to how the client's website can be improved using on-page and off-page search engine optimisation (SEO), and (6) providing one recommendation as to how to increase the client's brand presence on AI-powered generative search engines using generative engine optimisation (GEO).
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1), SE (5.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Assessment: Digital Optimisation Strategy
Building on your findings from Assessment #1, you are to develop a Digital Optimisation Strategy for the client. The strategy consists of two parts: a Google Ads strategy and a social media strategy that consists of influencer marketing, organic social, and paid social.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Digital Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Digital Optimisation Strategy
KS (1.2): Technical and Technological Skills
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
SE (5.2): Global Social Responsibility
Relates to: ULO5, Digital Audit
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: ULO5, Digital Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Digital Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Digital Optimisation Strategy - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
BS06 Bachelor of Business
- Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: ULO5, Digital Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Digital Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Digital Optimisation Strategy - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
BS08 Bachelor of Business - International
- Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: ULO5, Digital Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Digital Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Digital Optimisation Strategy - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO1, Digital Audit, Digital Optimisation Strategy - Demonstrate capacity to engage with and apply specialised knowledge of one or more areas of digital media, entertainment, communication, and news industries, including the relationship between disciplinary theory, research methodologies, and professional practice.
Relates to: ULO1, Digital Audit, Digital Optimisation Strategy - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO2, Digital Audit - Demonstrate critical digital literacy skills across diverse platforms and technologies, including familiarity with analytic tools to effectively and responsibly interpret data in the media, communication, and news industries.
Relates to: ULO2, ULO3, Digital Audit, Digital Optimisation Strategy
Unit Outline: Semester 1 2026, Online
| Unit code: | AMB330 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 144 credit points of completed studies. |
| Equivalent: | AMX330 |
Overview
Digital has changed the way we think, communicate, and purchase as consumers. The digital environment permeates our decision making as advertising and marketing communication professionals. Hence, an understanding of how to optimise an organisation's digital offerings and how to measure its performance is a critical vocational skill. In this unit, students work with a real world client to integrate digital tools into customer journey mapping. These tools include search engine optimisation (SEO), generative engine optimisation (GEO), Google Ads, influencer marketing, organic social, and paid social.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use theory to understand and critically evaluate the digital environment. [HO 2.1]Relates to: UG Business Capabilities: HO (2.1)
- Apply research and interpretation skills to formulate consumer insights, plan the digital campaign and measure its outcomes. [HO 2.2]Relates to: UG Business Capabilities: HO (2.2)
- Develop and demonstrate a set of digital skills by applying them to real-world briefs. [KS 1.2]Relates to: UG Business Capabilities: KS (1.2)
- Develop professional, logical, and informative content free from technical errors. [PC 3.1]Relates to: UG Business Capabilities: PC (3.1)
- Provide evidence-based, insightful, and ethical recommendations to resolve identified issues. [SE 5.2]Relates to: UG Business Capabilities: SE (5.2)
Content
This unit unfolds across several modules. In the first module, the digital environment is explored through the modern customer decision journey featuring the shift from the mass-communication, mass-media paradigm to the consumer-controlled push-pull model. Subsequent modules involve undertaking a digital audit, touchpoint mapping, search engine optimisation (SEO), generative engine optimisation (GEO), Google Ads, influencer marketing, organic social, and paid social. Every module is accompanied by both theory and industry sources and hands-on exercises 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: Digital Audit
In response to the client brief presented in W1 lecture, you are to research and prepare a Digital Audit. You are to analyse the client’s digital offerings by (1) evaluating its digital strategies (i.e., the extent to which it has effectively utilised its digital offerings), (2) creating a customer persona, (3) developing a consumer insight, (4) conducting a product and competitor overview, (5) providing two recommendations as to how the client's website can be improved using on-page and off-page search engine optimisation (SEO), and (6) providing one recommendation as to how to increase the client's brand presence on AI-powered generative search engines using generative engine optimisation (GEO).
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1), SE (5.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Assessment: Digital Optimisation Strategy
Building on your findings from Assessment #1, you are to develop a Digital Optimisation Strategy for the client. The strategy consists of two parts: a Google Ads strategy and a social media strategy that consists of influencer marketing, organic social, and paid social.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, Digital Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Digital Optimisation Strategy
KS (1.2): Technical and Technological Skills
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
SE (5.2): Global Social Responsibility
Relates to: ULO5, Digital Audit
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: ULO5, Digital Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Digital Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Digital Optimisation Strategy - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
BS06 Bachelor of Business
- Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: ULO5, Digital Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Digital Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Digital Optimisation Strategy - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
BS08 Bachelor of Business - International
- Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Relates to: ULO5, Digital Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, Digital Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Digital Optimisation Strategy - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Digital Audit, Digital Optimisation Strategy
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO1, Digital Audit, Digital Optimisation Strategy - Demonstrate capacity to engage with and apply specialised knowledge of one or more areas of digital media, entertainment, communication, and news industries, including the relationship between disciplinary theory, research methodologies, and professional practice.
Relates to: ULO1, Digital Audit, Digital Optimisation Strategy - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO3, Digital Audit, Digital Optimisation Strategy - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO2, Digital Audit - Demonstrate critical digital literacy skills across diverse platforms and technologies, including familiarity with analytic tools to effectively and responsibly interpret data in the media, communication, and news industries.
Relates to: ULO2, ULO3, Digital Audit, Digital Optimisation Strategy