eMarketing

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: different types of eMarketing business models and their strategies (including eCommerce and changes to the supply chain management); the marketing ‘tech-stack’ (including marketing analytics, marketing automation, artificial intelligence and cloud technology) and other eMarketing requirements; digital marketing strategies, accelerating marketing and digital transformation; web-based digital technologies (including Search Engine Optimization and Search Engine Marketing); online advertising and virtual reality; social media marketing (including influencers marketing); mobile marketing (including mobile apps and mobile payments); legal frameworks (including cybersecurity) and ethical eMarketing practices.

Textbook(s)

Hanlon, A 2019, Digital Marketing: Strategic Planning & Integration, 1st edn, SAGE Publications Limited, UK

Prerequisite(s)

NOTE: Students enrolled in MBA programs are required to take BUSS 5245 Strategic Marketing in place of MARK 5025 Marketing Management as the prerequisite course.

Corequisite(s)

Nil

Teaching method

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

Assessment

Critical analysis, Examination

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
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.