Internet Marketing

This subject has the following teaching availabilities in 2016:

Approximately 2.5 hours of personal study per hour of class time is required to achieve a satisfactory level of performance

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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/

This subject examines the planning and marketing of products and services on the internet. It analyses the economic, social, and technological opportunities and challenges presented by internet-based marketing. Topics include: internet business models, online consumer behaviour, the nature of social interaction and its effect on marketing, analytics, web design, and Search Engine Marketing.

On successful completion of this subject, students should be able to:

• Understand the basic technologies creating the world wide web;
• Implement effective Search Engine Marketing techniques;
• Be able to conceptualise and evaluate internet and mobile business models;
• Critique website and landing page functionality and design;
• Discuss current global e-marketing issues, including internet business model design; and
• Understand the role of online communities and the effect of digital social.

• 2 hour examination. End-of-semester (50%);
• 4000 word group assignment. Due towards the end of semester (30%);
• Peer assessment. Due in week 12. (10%); and
• 15 min group presentation. Allocated between week 3-11 (10%).

You will be advised of prescribed texts by your lecturer.

This subject is not available as a breadth subject.

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

• Interpretation and analysis of information through the application of conceptual frameworks, which should be fostered through the application of conceptual frameworks presented in lectures;
• Collaborative learning and teamwork, which should be developed through the use of teams for writing and presenting assignments as well as preparing for, and presenting in, seminars;
• Oral communication, which should be enhanced through the seminar program; and
• Written communication, which should be developed through the assessment.