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)

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

Specific program
Program	Subject Area & Catalogue Number	Course Name
DMBA	BUSS 5245	Strategic Marketing
DMMA	BUSS 5245	Strategic Marketing

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

Component	Duration
INTERNAL, CITY WEST
Preparatory	1 x 1 week
Seminar	3 hours x 10 weeks
INTERNAL, CITY WEST (INTENSIVE)
Seminar	30 hours x N/A
EXTERNAL, CITY WEST, ONLINE
External	30 hours x N/A

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.