Internet Marketing

Subject MKTG30009 (2015)

Note: This is an archived Handbook entry from 2015.

Credit Points: 12.5
Level: 3 (Undergraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2015:

Semester 2, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 27-Jul-2015 to 25-Oct-2015
Assessment Period End 20-Nov-2015
Last date to Self-Enrol 07-Aug-2015
Census Date 31-Aug-2015
Last date to Withdraw without fail 25-Sep-2015


Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: One 2-hour lecture and a 1-hour tutorial per week
Total Time Commitment:

3 hours per week plus a minimum of 6 hours per week in self directed study
Prerequisites:

MKTG10001 Principles of Marketing
Corequisites:

None
Recommended Background Knowledge:

Please refer to Prerequisites and Corequisites.
Non Allowed Subjects:


Core Participation Requirements:

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

Coordinator

Dr Brent Coker

Contact

bcoker@unimelb.edu.au

Subject Overview:

This course introduces and demonstrates how marketing theory and practice is used on the internet. Particular attention is given to techniques unique to the world wide web environment, and practice enhanced by the social networked nature of the internet. The focus of this course covers online consumer behaviour, internet strategy (including business models), internet marketing communications, and analytics.
Learning Outcomes:

On successful completion of this subject a student should be able to

  • Explain internet marketing, and describe the nature and function of how the internet works
  • Demonstrate skill in recommending and implementing internet marketing strategies
  • Identify current trends in Internet marketing and e-commerce
  • Critique website functionality and design
  • Explain how technology changes traditional marketing communication
  • Understand the operation and monetization strategies of business models designed specifically for the internet and mobile
  • Know how to collect and analyse data collected from the internet to guide marketing strategy
  • Understand paid and organic search marketing practice, and be able to implement Search Engine Marketing (SEM) techniques
Assessment:
  • A 2-hour end of semester examination (40%)
  • A group analytics assignment totalling not more than 1000 words due between week 6 and 8 (20%)
  • A group assignment totalling not more than 3000 words due between week 10 and 12 (30%)
  • Tutorial participation throughout the semester (10%)
Prescribed Texts:

You will be advised of prescribed texts by your lecturer.
Breadth Options:

This subject potentially can be taken as a breadth subject component for the following courses:

You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

On successful completion of this subject, students should have improved the following generic skills:

  • Collect and interpret analytical data
  • Work and collaborate in a team
  • Written communication skills
  • Apply theoretical frameworks to practical settings
Notes:


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