e-Marketing

Course aim

This course aims to develop and extend students' in-depth knowledge of marketing and commerce in the electronic environment.

Course content

The following topics will be covered in the course: types of e-marketing business models, such as B2B or B2C, and their strategies; consumer behaviour in purchasing products over the Internet; online advertising, branding, and research; building customer traffic and customer relationship management; E-payments and order fulfilment; social and ethical issues such as fraud, pornography, and governance and emerging trends in e-marketing, particularly mobile marketing.

Textbook(s)

Strauss, J and Frost, R 2013, E-Marketing, 7th, Prentice Hall, Upper Saddle River, NJ

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5025	Marketing Management

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	3 hours x 10 weeks
External (Moderated online student discussion, online staff consultation and individual consultation)	N/A x 10 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Essay, Examination

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
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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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.