Internet Marketing (6379.7)
| Level: |
Level 2 - Undergraduate Intermediate Unit |
| Credit Points: |
3 |
| HECS Bands: |
2, 3 |
| Faculty: |
Faculty of Business, Government & Law |
| Discipline: |
School of Management |
Availability
Unit Outlines
To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.
- Semester 2, 2018, ON-CAMPUS, BRUCE
(179591) -
View
- Semester 2, 2017, ON-CAMPUS, BRUCE
(167221) -
View
- Semester 2, 2016, ON-CAMPUS, BRUCE
(156883) -
View
- Semester 2, 2015, ON-CAMPUS, BRUCE
(140019) -
View
If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.
Syllabus
The goal of the unit is to serve as a bridge between the new technology and relevant areas of existing knowledge. It develops a framework for understanding the forces driving the Internet revolution in marketing and business. It introduces the many new tools, challenges and techniques needed to update conventional marketing approaches. Topics covered include: customisation and community building, distribution and channel conflict, the role and scope of the internet in marketing research, security issues and electronic payment systems, business models for internet commerce, database integration, the importance of the internet and intranets in business to business marketing. Pricing issues and regulatory issues will also be discussed, as well as generating site traffic through a variety of means including banner advertising and competitions.
Learning Outcomes
DESCRIPTION:
1. participants will be able to understand how to apply marketing strategies to internet commerce.
2. understand the supply chain customer relationship
3. explain how to create site traffic; identify elements of good website design
4. identify new business trading processes that will emerge on the internet in the future
5. identify pricing issues and regulatory issues affecting internet marketing.
Assessment Items
Expand All
-
UC - Canberra, Bruce
-
Semester 2, 2018
-
On-Campus Attendance (Expected) and Online Content (ON-CAMPUS)
- 1. Blog Submissions
(
40 %
)
- 2. Blog Promotion
(20%
)
- 3. Tutorial Activities
( 10%
)
- 4. Website audit ( Group Project, 3-4 members in a Team).
(20%
)
- Details on the Web audit
The assignment will compare the websites of your chosen company with others in their field from Australia and abroad.
Issues you should consider include:
The 13 C’s as presented in the lectures
A portion of each workshop is dedicated to assist you in addressing those issues, please work on your assignments during the semester so that we can discuss these issues during tutorials and lectures.
Issues to be explored in the website audit ( in yellow issues for the situation analysis)
Issue
Criteria/questions
Domain
(.com, com.au, different spellings)
Clearly defined and researched all options considered?
Search engine position
(first, sponsored)
Clearly presented?
Condition
(situation analysis- uncontrollable environment- internet adoption by customers, suppliers, technological developments, trends, competitive situation. Info from ABS, AGIMO, Gartner, Jupiter, Forrester, Gartner, KPMG, Ernst and Young. PWC, BCG, Nielsen Netratings , Hitwise, technocrati.com etc) about how customers, suppliers are using the Internet in the industry sector).
This is an important aspect of your report!
How well has secondary research of the industry sector been conducted, how extensive was the research, quality of sources?
What type of business model has been used
Clear definitions of models and the application in the chosen site
Context
(site layout, design and navigation, site map, search- how executed, how good are the results)
Show the relevant issues with screen shots and mark up
Content (use of text, pictures, sound, video)
What has been used and how consistent is it?
Corporate ID and Design
(Does the company carry the design through the whole site? Across countries?)
Is it consistent and across different media?
Conventions
(how does it comply with users expectation e.g. Menu choices, search, sitemap)
Comparison with what other sites do and what research indicates is a good way of doing it.
Customer focussed – 5 IS -
(different websites for different groups e.g. current students, future students, current customers, new customers , investors, etc, media: special section for the press, press releases, archive, as reported in the press)
Who are possible target markets – how are the 5 Is addressed
Community
(the way the site enables user to user communication)
How is social networking used? How well is the site represented in terms of blogging and on Facebook, Myspace, Twitter and Youtube, Foursquare, Instagram etc?
Is there a community, how active? What type of community, you need to explore as many as possible
Customisation
(site’s ability to allow users to personalise the site or adapt itself to different users)
How well does the site adapt itself to customer needs?
Communication
(how the site enables site to user , user to site and 2 way communication, newsletter, subscription, RSS feeds, Email – browser default or custom form) is social networking, Blogging Twitter used?
How well are the various elements researched and presented?
Connection
(how the site links to other sites)
List of links, comments on links
Commerce
(how the site enables transactions- and how the site generates income e.g. subscription, membership, sale of products either from the site or linked to intermediaries
Description of activities, documentation of commercial transactions, trial
Convergence
(integration with other media e.g. Mobile, RSS feeds)
Description and documentation
Cross promotion
(of products and services by associated companies)
Use of viral marketing
What products, how?
Compliance
(with disability (W3) and Privacy legislation)
Detailed analysis of W3, examples
Currency
(up to date information)
Date stamps, other evidence of time relevance
Corporate
(history of company, mission statement organisational structure, names and details of CEO and managers, address, maps, link to suppliers, dealers, intermediaries, current and future employees)
Detailed list and comparison of the various elements.
Corporate responsibility
(citizenship, membership of Global Compass, GRI, Sustainability etc., nature of reports.
Where, how, to what extent, comparisons
Investor relations
(share price, annual report, links to regulators, analysts, comparisons with industry sector).
How well are the elements analysed?
The marketing mix
(Products, beta, merchandising, services, downloads), Price ( clearly displayed, add-ons, delivery), distribution ( links to dealers and intermediaries, service centres, branches), promotion ( sales promotion – specials, contests, public relations, testimonials, experts, advertisements of the company and others, trade fairs, conference attendance and conventions)
How well are the elements analysed and described?
Apps
Are apps available? On which platforms?
Free/ paid?
Mobile
Is site accessible via mobile phone and how well is it integrated
Clicks
(how long does it take to get to specific information)
List of major clicks to get to sections of the site
Other – by looking through the sites you will identify new categories not listed above
Have new categories been identified, what effort was made?
Q codes, etc.
Scoring scheme
How well developed is the analysis tool used?
Research, referencing
Exploration of other ranking, rating, benchmarking and scoring schemes.
How well is the information referenced,
How much research was done, what quality is the research ( various sources, use of reports etc.)
Presentation of report
Written clarity,
Visual presentation, bound
Provided peer assessment?
Need to provide peer assessment sheet
Oral presentation
Clarity of slides, referencing, team work, completed on time
You may rate the performance using a simple scheme like 0= not evident 1= evident, average execution, 2= superior
You might also want to weight the various factors above and research other ranking, rating, benchmarking and scoring schemes
You will be judged on: the extent and quality of your research (40%) your analysis of the research that you have conducted (30%) and your presentation of the results, including the framework that you have developed to analyse the sites (30%).
()
- 5. Oral presentation
(10% - all
)
-
Semester 2, 2017
-
On-Campus Attendance (Expected) and Online Content (ON-CAMPUS)
- 1. Blog
(
40 %
)
- 2. Tutorial Submissions
(30%
)
- 3. Website audit ( Group Project, 3-4 members in a Team).
(20%
)
- Details on the Web audit
The assignment will compare the websites of your chosen company with others in their field from Australia and abroad.
Issues you should consider include:
The 13 C’s as presented in the lectures
A portion of each workshop is dedicated to assist you in addressing those issues, please work on your assignments during the semester so that we can discuss these issues during tutorials and lectures.
Issues to be explored in the website audit ( in yellow issues for the situation analysis)
Issue
Criteria/questions
Domain
(.com, com.au, different spellings)
Clearly defined and researched all options considered?
Search engine position
(first, sponsored)
Clearly presented?
Condition
(situation analysis- uncontrollable environment- internet adoption by customers, suppliers, technological developments, trends, competitive situation. Info from ABS, AGIMO, Gartner, Jupiter, Forrester, Gartner, KPMG, Ernst and Young. PWC, BCG, Nielsen Netratings , Hitwise, technocrati.com etc) about how customers, suppliers are using the Internet in the industry sector).
This is an important aspect of your report!
How well has secondary research of the industry sector been conducted, how extensive was the research, quality of sources?
What type of business model has been used
Clear definitions of models and the application in the chosen site
Context
(site layout, design and navigation, site map, search- how executed, how good are the results)
Show the relevant issues with screen shots and mark up
Content (use of text, pictures, sound, video)
What has been used and how consistent is it?
Corporate ID and Design
(Does the company carry the design through the whole site? Across countries?)
Is it consistent and across different media?
Conventions
(how does it comply with users expectation e.g. Menu choices, search, sitemap)
Comparison with what other sites do and what research indicates is a good way of doing it.
Customer focussed – 5 IS -
(different websites for different groups e.g. current students, future students, current customers, new customers , investors, etc, media: special section for the press, press releases, archive, as reported in the press)
Who are possible target markets – how are the 5 Is addressed
Community
(the way the site enables user to user communication)
How is social networking used? How well is the site represented in terms of blogging and on Facebook, Myspace, Twitter and Youtube, Foursquare, Instagram etc?
Is there a community, how active? What type of community, you need to explore as many as possible
Customisation
(site’s ability to allow users to personalise the site or adapt itself to different users)
How well does the site adapt itself to customer needs?
Communication
(how the site enables site to user , user to site and 2 way communication, newsletter, subscription, RSS feeds, Email – browser default or custom form) is social networking, Blogging Twitter used?
How well are the various elements researched and presented?
Connection
(how the site links to other sites)
List of links, comments on links
Commerce
(how the site enables transactions- and how the site generates income e.g. subscription, membership, sale of products either from the site or linked to intermediaries
Description of activities, documentation of commercial transactions, trial
Convergence
(integration with other media e.g. Mobile, RSS feeds)
Description and documentation
Cross promotion
(of products and services by associated companies)
Use of viral marketing
What products, how?
Compliance
(with disability (W3) and Privacy legislation)
Detailed analysis of W3, examples
Currency
(up to date information)
Date stamps, other evidence of time relevance
Corporate
(history of company, mission statement organisational structure, names and details of CEO and managers, address, maps, link to suppliers, dealers, intermediaries, current and future employees)
Detailed list and comparison of the various elements.
Corporate responsibility
(citizenship, membership of Global Compass, GRI, Sustainability etc., nature of reports.
Where, how, to what extent, comparisons
Investor relations
(share price, annual report, links to regulators, analysts, comparisons with industry sector).
How well are the elements analysed?
The marketing mix
(Products, beta, merchandising, services, downloads), Price ( clearly displayed, add-ons, delivery), distribution ( links to dealers and intermediaries, service centres, branches), promotion ( sales promotion – specials, contests, public relations, testimonials, experts, advertisements of the company and others, trade fairs, conference attendance and conventions)
How well are the elements analysed and described?
Apps
Are apps available? On which platforms?
Free/ paid?
Mobile
Is site accessible via mobile phone and how well is it integrated
Clicks
(how long does it take to get to specific information)
List of major clicks to get to sections of the site
Other – by looking through the sites you will identify new categories not listed above
Have new categories been identified, what effort was made?
Q codes, etc.
Scoring scheme
How well developed is the analysis tool used?
Research, referencing
Exploration of other ranking, rating, benchmarking and scoring schemes.
How well is the information referenced,
How much research was done, what quality is the research ( various sources, use of reports etc.)
Presentation of report
Written clarity,
Visual presentation, bound
Provided peer assessment?
Need to provide peer assessment sheet
Oral presentation
Clarity of slides, referencing, team work, completed on time
You may rate the performance using a simple scheme like 0= not evident 1= evident, average execution, 2= superior
You might also want to weight the various factors above and research other ranking, rating, benchmarking and scoring schemes
You will be judged on: the extent and quality of your research (40%) your analysis of the research that you have conducted (30%) and your presentation of the results, including the framework that you have developed to analyse the sites (30%).
()
- 4. Oral presentation
(10% - all
)
-
Semester 2, 2016
Contact Hours
Normally thirty nine hours per semester.
Prerequisites
6357 Introduction to Marketing OR 9521 Foundations of Marketing
