Internet Marketing (6379.7)

Please note these are the 2016 details for this unit
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Internet Marketing
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
School Of Management Level 2 - Undergraduate Intermediate Unit Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
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

On successful completion of this unit, students will be able to:
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; and
5. Identify pricing issues and regulatory issues affecting internet marketing.


Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - take pride in their professional and personal integrity
3. UC graduates are lifelong learners - evaluate and adopt new technology
2. UC graduates are global citizens - think globally about issues in their profession
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives


Prerequisites

6357 Introduction to Marketing OR 9521 Foundations of Marketing

Corequisites

None.

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Text book: Chaffey,D. Ellis-Chadwick, F., Digital Marketing 6th edition, Pearson 2016

Other

Barker, M., Barker,D.,Borman,N, Neher,K., (2013), Social Media Marketing- a Strategic Approach , Cengage.

Roberts and Zahay (2013) Internet Marketing: Integrating Online and Offline Strategies, 3rd edition, Cengage.

Miletsky, J. I. (2010). Principles of internet marketing: New tools and methods for web developers. Boston, Mass.; United Kingdom: Course Technology.

Hanson, W. A., & Kalyanam, K. (2007). Internet marketing & e-commerce (Student ed.). Mason, OH: Thomson South-Western.

Mohammed, R., Jaworski, B. J., & Fisher, R. J. (2004). Internet marketing: Building advantage in the networked economy (2nd ed.). Boston, Mass.: McGraw-Hill.

Bayne, K.M. (2000), The Internet Marketing Plan, Wiley.

Preece, J.( 2000), Online Communities, Wiley .

Other useful sources for your research- other sources will be provided on Moodle as well

Websites:

http://technorati.com – provides links to user generated articles

http://mashable.com - blog, info about social networking 5 Million users

www.warc.com – marketing information service with journal articles, case studies etc.

www.slideshare.com PowerPoint presentations about a variety of topics

http://www.emarketer.com/Products/Reports.aspx - some executive summaries of reports are free

 

Magazines

Business Review Weekly http://www.brw.com.au

Fortune http://www.pathfinder.com/fortune

INC http://www.onlineinc.com

Harvard Business Review  http://www.hbsp.harvard.edu/frames/groups/hbr

Brand Equity http://www.economictimes.com/today/pageequi.htm

B&T Weekly www.bandt.com.au

 

Newspapers

The Age http://www.theage.com.au

The Australian Financial Review http://www.afr.com.au

The Sydney Morning Herald http://www.smh.com.au

 

Market and Audience Research

ACNielsen http://www.acnielsen.com.au

http://www.petnet.com.au/statistics.html

Hitwise http://www.hitwise.com

 

Consulting firms- often interesting reports

Jupiter http://www.jupiter.com

Marketing Sherpa http://www.marketingsherpa.com

KPMG http://www.kpmg.com.au/index.htm

Gartner group : http://www.gartner.com

http://www.mccann.co.uk/

Boston Consulting Group http://www.bcg.com

Deloitte. http://www.deloitte.com

Ernst and Young  http://www.ey.com

Forrester  http://www.forrester.com

Price Waterhouse Coopers http://www.pwcglobal.com.au

Landor http://www.landor.com

Interbrand http://www.interbrand.com

http://www.webresearchforum.com

 

Government departments

www.australia.gov.au

www.abs.gov.au

www.innovation.gov.au

http://www.finance.gov.au/agimo/index.html

http://www.aph.gov.au/library/intguide/econ/ecomaus.htm

 

 

Submission of assessment items

Extensions & Late submissions

Please provide the details of each student: Name, ID, tutor and tutorial time

Further information provided in canvas and during the lectures

Academic integrity

Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.

To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.

Use of Text-Matching Software

The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.

Participation requirements

Students are required to attend all lab sessions. The unit relies on students being independent learners. The lectures are taped, however, the second part of the lecture is run as a flipped classroom and assists students in locating, and analysing relevant material for their assignments.  Students who are unable to attend their allocated tutorial can in consultation with their tutor attend another tutorial in that particular week. They should provide their regular tutor with a sheet signed by the alternative tutor.

Required IT skills

NONE- basic IT skills: Word, Excel, Powerpoint- students will be required to join various social media sites.

In-unit costs

$ 20 for printing plus cost for text book.

Work placement, internships or practicums

None

Additional information

None