Interactive and Online Marketing (9176.1)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|
|0.125||3||Faculty Of Business, Government & Law|
|Discipline||Study level||HECS Bands|
|School Of Management||Level 3 - Undergraduate Advanced 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)
Learning outcomesOn completion of this unit students will be able to:
1. demonstrate an understanding and knowledge of interactive and online marketing concepts, models, tools, and techniques;
2. examine the importance of using the internet for relationship marketing and building community and apply the concept of e-CRM for customer retention;
3. critically evaluate and apply best practices of internet marketing;
4. apply a range of online marketing tools appropriately and suitably as part of a business's integrated marketing strategy;
5. critically evaluate existing online and interactive marketing strategies using different models;
6. investigate and assess emerging challenges and opportunities for interactive and online marketing.
Graduate attributes1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
Prerequisites9159 Marketing Principles
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
Chaffey, D, Ellis-Chadwick, F, 2012, Digital marketing, Strategy, Implementation and Practice, 5th edn, Pearson Education Sydney
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, 4th 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, 2nd 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
Journal of Interactive Marketing
Journal of Marketing
Journal of Vacation Marketing
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 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.
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