One teaching period

36 Hours

Hawthorn, Sarawak

HBM110N Fundamentals of Marketing

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

Aims & Objectives:

• Appraise a variety of current and possible future directions for internet and related marketing concepts
• Apply their knowledge of e-marketing strategy development to an enterprise or business context
• Evaluate the implications of e-marketing approaches for the traditional marketing mix
• Analyse current applications of e-marketing within a selected industry context
• Develop an e-marketing strategy within a specific organisational and industrial context
• Communicate appropriate e-marketing solutions to enterprise problems

Teaching Methods:

Lecture/seminars (2 hourS) Tutorial workshops (1 hour)

Assessment:

Generic Skills Outcomes:

• Capable in their chosen professional, vocational or study areas
• Entrepreneurial in contributing to innovation and development within their business, workplace or community
• Effective and ethical in work and community situations
• Adaptable and able to manage change
• Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Content:

• Internet marketing concepts
• The Internet micro-environment and macro-environment (situation analysis)
• Internet marketing strategy
• The Internet and the marketing mix
• Relationship marketing and related concepts using the Internet
• Some aspects of on-line service quality
• Interactive marketing communications
• Maintaining and monitoring the online presence
• Possible futures for e-marketing

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.