Part A: Course Overview
Course Title: Marketing Technologies
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG1518 |
City Campus |
Postgraduate |
625H Economics, Finance and Marketing |
Face-to-Face |
Sem 1 2025 |
Flexible Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG1478 |
RMIT Online |
Postgraduate |
830H The Business School |
Internet |
JulDec2020 (KP6), JulDec2020 (All) |
MKTG1478 |
RMIT Online |
Postgraduate |
830H The Business School |
Internet |
JulDec2021 (KP4) |
MKTG1478 |
RMIT Online |
Postgraduate |
830H The Business School |
Internet |
JanJun2022 (KP2) |
MKTG1478 |
RMIT Online |
Postgraduate |
830H The Business School |
Internet |
JulDec2022 (KP6) |
MKTG1478 |
RMIT Online |
Postgraduate |
830H The Business School |
Internet |
JulDec2023 (KP4) |
MKTG1478 |
RMIT Online |
Postgraduate |
830H The Business School |
Internet |
JanJun2024 (KP2) |
MKTG1478 |
RMIT Online |
Postgraduate |
830H The Business School |
Internet |
JulDec2024 (KP6) |
Course Coordinator: Jason Pallant
Course Coordinator Phone: +61 (3) 99251783
Course Coordinator Email: jason.pallant@rmit.edu.au
Course Coordinator Location: Melbourne Campus Building 80
Course Coordinator Availability: By appointment via email
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
The course provides a holistic understanding of the emerging marketing technology (MarTech) landscape, including the data, technology and platform ecosystem. By understanding the trends driving that landscape, marketing leaders will be open to ‘emerging technologies’ and be able to identify the value and relevance of MarTech to organisations ie a Market Landscape Analysis report with Concept Map. The focus of the course is on the implementation of suitable MarTech stack use cases proposal this will allow students to achieve marketing objectives.
Upon completion of this course, students should be able to understand the emerging marketing technology landscape, the drivers and barriers to the digital transformation of marketing functions, and be able to recommend solutions that provide value to the business and its stakeholders.
Objectives/Learning Outcomes/Capability Development
-
CLO1: Assess the emerging marketing technology (MarTech) landscape, in relation to the data, technology and platform ecosystem, as well as the trends driving that landscape.
CLO2: Identify the value and relevance of MarTech to organisations.
CLO3: Formulate a plan to prioritise the benefits and features of a MarTech stack to achieve marketing objectives.
CLO4: Evaluate the implementation requirements and issues of different MarTech use cases.
Overview of Learning Activities
This course uses highly structured learning activities to guide your learning process and prepare you for your assessments. The activities are a combination of individual, peer-supported and facilitator-guided activities, and where possible project-led, with opportunities for feedback throughout.
Authentic and industry-relevant learning is critical to this course and you will be encouraged to critically compare and contrast what is happening in your context and in industry, and to use your insights.
Social learning is another important component and you are expected to participate in class and group activities, share drafts of work and resources and give and receive peer feedback. You will be expected to work efficiently and effectively with others to achieve outcomes greater than those that you might have achieved alone.
The learning activities enable you to understand course learning resources and apply that learning to improve your own practice, for example by producing real-world artefacts and engaging in scenarios and case studies.
Overview of Learning Resources
Each learning activity contains the core resources, such as videos, podcasts, readings, templates, articles, industry tools and/or communities that you need to complete that activity, or links to those resources.
Additional learning resources designed into the course will be clearly marked as supplemental. If your course teaching team finds additional resources during course delivery which they think can support or be of interest to the class cohort, these will be made available as required during the teaching period.
In your class environment, besides your learning activities you will also find:
- All assessment briefs
- A course information page with a study schedule
- Various communication tools to facilitate collaboration with your peers and facilitators, and to share information
Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.
Overview of Assessment
The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:
Assessment Task 1: 30%
Linked CLOs: 1, 2, 4
Assessment Task 2: 40%
Linked CLOs: 1, 2, 3, 4
Assessment Task 3: 30%
Linked CLOs: 1, 2, 3, 4
Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.