Interactive and Online Marketing (9176.1)

Required texts

Prescribed Text(s) and Readings

Chaffey, D, Ellis-Chadwick, F, 2012, Digital marketing, Strategy, Implementation and Practice, 5^th edn, Pearson Education Sydney

Recommended Text(s) and Readings

Bowden, J 2009, The Process of Customer Engagement: a Conceptual Framework, Journal of Marketing Theory & Practice, vol. 17, no.1 (winter) pp. 63-74

>Burton, S & Soboleva, 2011, Interactive or Reactive? Marketing with Twitter, Journal of ConsumerMarketing, vol.28, Iss: 7 pp. 491-499

Fletcher, R & Brown L 2008, International Marketing – an Asia–Pacific Perspective, 4^th edn, Pearson Education, NSW Part A

Hanson, W & Kalyanam, K 2007, Internet Marketing & e-Commerce, Thomson South Western, USA Chapter 15

Hung, KH & Yiyan, LuS 2007, The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioral outcomes, Journal of Advertising Research, vol. 47, no. 4, pp. 485 – 95.

>Jansen, B & Zang, M, Sobel, K & Chowdury, A, 2009, "Twitter Power: Tweets as Electronic Word of Mouth", Journal of the American Society for Information Science and Technology, vol. 60 (11), pp2169-2188.

>Kaplan, A & Haenlein, M, 2010, "Users of the world, unite! The challenges and the opportunites of Social Media", Business Horizons, vol. 53, pp. 59-68.

Kotler, P, Keller, K, Burton, S. 2009, Marketing Management, Pearson Education NSW.

Kung, M, Monroe, K, Cox, J, 2002, ‘Pricing on the internet", Journal of Product & Brand Management, vol. 11, no. 5, pp. 274 – 287.

>Kwon, E & Sung, Y 2011, "Follow Me! Global Marketers' Twitter Use, American Academy of Advertising, vol.12 no1, pp. 4-16.

Lii Y-S, Lim HJ and Tseng LPD, Sept 2004, "The effects of web operational factors on marketing performance", Journal of American Academy of Business, vol. 5, iss. 1/2, pp. 486 – 494.

>Malhotra, A, Malhotra, C & See, A, 2012, "How to get your messages retweeted", MITSloan ManagementReview, vol. 53 No.2.

>Mangold, W & Faulds, D, 2009, "Social Media: The new hybrid element of the promotional mix", Business Horizons, vol 52, pp. 357-365.

Mohammed, R, Fisher, R, Jaworski, B, Paddison, G, 2004 Internet Marketing, building advantage in a networked economy, 2^nd edn,  McGraw Hill, New York.

Mullarkey GW, 2004,"Internet measurement data – practical and technical issues, Marketing Intelligence & Planning, vol. 22, iss.1, pp. 42.

Pfeiffer, M & Zinnbauer, M 2010, Can Old Media Enhance New Media?, Journal of Advertising Research, March, pp. 42 –49.

Rapp, J, Hill JP, Gaines, J & Wilson, R< 2009, Advertising and Consumer Privacy, Journal of Advertising, vol. 38, no. 4 (Winter 2009) pp. 51-61

.

>Schau, H, Muniz Jr., & Arnould, E, 2009, "How Brand Community Practices Create Value", Journal of Marketing, vol. 73, pp. 30-51.

Smith, T (n.d.) "The social media revolution", International Journal of Market Research, vol. 51. Issue 4

Journals

Journal of Interactive Marketing

Journal of Marketing

Journal of Vacation Marketing

Websites

Marketing Sherpa (www.marketingsherpa.com)

Interactive Advertising Review (www.iab.net)

Direct Marketing Association UK (www.dma.org.uk)

ClickZ Internet research (www.clickz.com/stats

Submission of assessment items

Special assessment requirements

The hurdle requirement within this unit is a compulsory aspect or component of the studies that must be complied with in order for you to be eligible to receive a pass grade. Hurdle requirements vary from course to course and are identified for the specific subject in the curriculum documentation. Hurdle requirements ensure that you are engaged with the full range of learning outcomes required for successful knowledge transfer during the course.  The hurdle requirements for this subject of study are:

• You must achieve 40% for the final examination
• You must attempt all assessment items
• You must achieve an overall ‘Pass' grade in the unit (=50%+)

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

Lecture and tutorial information will be available to students via the unit Moodle site. However, it is strongly recommended that students attend all lectures and tutorials. 

Required IT skills

Part of the content and progressive evaluation on this course is offered through the Learning Management System, Moodle.  Students will need to be able to operate basic functions within browser software (such as Firefox, Safari or Explorer) for example to download a file or operate a basic web form interface to communicate with others on the discussions forums.  Students will also be required to operate word processing software.  Microsoft Word is the application provided for students on the Chadstone Campus.

Work placement, internships or practicums

Not applicable

• Semester 2, 2016, On-campus, UC Melbourne - Chadstone Campus (151580)