Digital Marketing

Course aim

This course aims to develop students' understanding of marketing in the electronic environment. Extending key concepts covered in Marketing Principles: Trading and Exchange (MARK 1010), the course equips student with theoretical and practical knowledge by examining how marketing activities are executed over the Internet and contrasting these activities with traditional marketing approaches.

Course content

The following topics will be covered in the course: types of e-marketing business models, such as  Business to Business (B2B) or Business to Consumer (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 & Frost, R 2013, E-marketing, 7th edn, Prentice Hall, Upper Saddle River, NJ

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 1010	Marketing Principles: Trading and Exchange

Students must have successfully completed the above course plus eleven 4.5 unit courses.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	2 hours x 13 weeks
Tutorial	1 hour x 12 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	3 hours equivalent x 13 weeks
INTERNAL, CITY WEST (INTENSIVE)
Workshop	2 hours x Daily for ten days
Tutorial	2 hours x Daily for nine days

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

Assessment

Assignment, Examination, Major essay

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.