Contemporary Issues in Strategic Marketing

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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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* 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.