Contemporary Issues in Strategic Marketing
Course Level Postgraduate
Area/Catalogue
BUSS 5208
Course Level
Postgraduate
Offered Externally
Yes
Note: This offering may or may not be scheduled in every study period. Please refer to the timetable for further details.
Course ID
012589
Unit Value
4.5
University-wide elective course
No
Course owner
International Graduate School Of Business
Course aim
To explore contemporary issues in strategic marketing related to new ways of managing marketing that harness the capability to digitise many forms of information and data and communicate this interactively to both people and equipment quickly and cheaply and while they are mobile.
Course content
Specific topics to be covered will include:
Topic 1: Digitisation , the Internet and Moore’s Law: their consequences for business and Marketing
Topic 2: Understanding the digital consumer and customer
Topic 3: Building effective websites
Topic 4: Search Engine marketing
Topic 5: E-mail and viral marketing
Topic 6: Social media marketing; consumer generated materials
Topic 7: Online PR and Reputation management
Topic 8: Mobile marketing
Topic 9: The use of widgets for marketing; affiliate marketing
Topic 10: The use of Games; Digital marketing planning
Topic 11: A look into the future; course summary
Textbook(s)
Wertime,K. & Fenwick, I. 2008, DigiMarketing, John Wiley and Sons , Asia
Prerequisite(s)
Nil
Corequisite(s)
Nil
Teaching method
| Component | Duration | ||
|---|---|---|---|
| INTERNAL, CITY WEST | |||
| Seminar | 3 hours x 11 weeks | ||
| EXTERNAL, CITY WEST, ONLINE | |||
| External (Asynchronous Online Discussion) | 3 hours equiv. x 11 weeks | ||
| EXTERNAL, OFFSHORE, HOPKINS TRAINING AND EDUCATION GROUP, ONLINE | |||
| External (Asynchronous Online Discussion) | 3 hours equiv. x 11 weeks | ||
| INTERNAL, OFFSHORE, SOUTHWEST JIATONG UNIVERSITY, MANDARIN | |||
| Seminar | 8 hours x 3 days | ||
| INTERNAL, OFFSHORE, JIANGXI UNIVERSITY OF FINANCE AND ECONOM, MANDARIN | |||
| Seminar | 8 hours x 3 days | ||
Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.
Assessment
Case Study Analysis 1, Case Study Analysis 2, Class participation, Critical comparative review
Fees
EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.
Non-award enrolment
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* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.
Course Coordinators
Degrees this course is offered in
