MKTG7037 Electronic Marketing

Offered By	School of Mgt, Marketing & International Business
Academic Career	Graduate Coursework
Course Subject	Marketing
Offered in	Second Semester, 2011
Unit Value	6 units
Course Description	This course examines current and future electronic technologies and their impact on and implications for marketing strategy, consumer behaviour, market segmentation, positioning, and communication strategies in particular. An emphasis is placed on the utilisation of traditional marketing concepts within the emerging electronic environment. The changing technology environment means that marketers need to understand, exploit and develop new capabilities that enhance the basic technologies and marketing concepts. This course enables students to build competitive advantage in a networked economy.
Learning Outcomes	By completing this course students will: Comprehend the importance of e-marketing; Understand the role of e-marketing as a component of corporate activity; Conduct secondary research using various sources to identify and synthesise data into useful management information; Adapt existing commercial marketing theory and practice to new internet applications; Recognise and write appropriate e-marketing objectives; Critically analyse planning options and offer constructive and practical alternative solutions; Formulate an integrated and comprehensive e-marketing plan; Develop professional business report writing skills; Enhance oral and visual presentation techniques to a more formal and professional business style; Ability to work effectively and efficiently in teams
Indicative Assessment	Group Optional Essay 40% Blog Project 40% Solo Presentation 20%
Workload	2 hour lecture, 1 hour tutorial plus private study time.
Course Classification(s)	TransitionalTransitional courses are designed for students from a broad range of backgrounds and learning achievements, which provide for the acquisition of generic skills; or an informed understanding of contemporary issues; or fundamental knowledge for transition to Advanced or Specialist courses.
Areas of Interest	Business Information Systems and Marketing
Eligibility	At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree
Assumed Knowledge and Required Skills	An understanding of marketing through personal experience, higher education or formal training An understanding of the use of the internet, including basic computing and ICT skills
Prescribed Texts	See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7037
Preliminary Reading	See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7037
Indicative Reading List	See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7037
Programs	Graduate Certificate in Marketing, Master of Marketing, and Master of Business Information Systems
Other Information	For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7037

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