MKTG2032 E-Marketing
Later Year Course
| Offered By | School of Mgt, Marketing & International Business |
|---|---|
| Academic Career | Undergraduate |
| Course Subject | Marketing |
| Offered in | MKTG2032 will not be offered in 2011 |
| Unit Value | 6 units |
| Course Description |
This course explores strategic marketing issues related to the use of e-commerce solutions for business-to-business (B2B) and business to consumer (B2C) transactions. Specific topics include the characteristics and behaviour of the online consumer, the characteristics of the business buyer, internet marketing strategies for B2B and B2C channels, developing internet marketing plans for B2B and B2C channels, and the management and control of marketing channels, marketing communication and pricing in online contexts. |
| Learning Outcomes | By completing this course students will: Comprehend the importance of e-marketing; Understand the use of search engine marketing, online advertising and online marketing strategy; Understand the role of e-marketing plans as a component of corporate level plans; Conduct secondary research using various sources to identify and synthesise data into useful management information; 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; Consider in detail the implementation of an e-marketing plan, including the management of necessary internal organisational change; Develop professional business report writing skills |
| Workload |
At least three contact hours per week |
| Areas of Interest | Marketing |
| Requisite Statement |
MKTG2004/1004/BUSN1004/2010 Marketing or INFS2004 e-Business |
| Incompatibility |
with BUSN2032 E-Marketing |
| Prescribed Texts |
Chaffey, Ellis-Chadwick, Johnston and Mayer (2006) Internet Marketing (3rd edition), Prentice Hall. |
| Other Information |
For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2032 |
The information published on the Study at ANU 2011 website applies to the 2011 academic year only. All information provided on this website replaces the information contained in the Study at ANU 2010 website.
