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eMarketing

Unit Code: HBM523

Duration

Contact Hours

Campus

Prerequisite

Corequisite

One teaching period

36 hours

Hawthorn

Completion of all units in the Graduate Certificate of Marketing or equivalent

Nil

Credit Points: 12.5 Credit Points

> Related Course/s
> Teaching Methods
> Assessment
> Aims & Objectives
> Generic Skills Outcomes
> Content
> Reading Materials

Related Course/s:

An elective unit of study in the following programs:
Master of Multimedia. 

Note: Students enrolled in the Master of Multimedia must have completed either HBM110/N The Marketing Concept/Fundamentals of Marketing or HBM220/N Market Behaviour/Buyer Behaviour, or an equivalent unit.


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Aims & Objectives:

eMarketing - using electronic means for marketing and selling
 
Familiarise yourself with the emerging world of ebusiness and the marketing potential it can provide. Know how existing and new products can be marketed using both electronic and traditional means to optimise the results. Develop your awareness of the impact of new technology on customer relations, pricing, order fulfilment and quality assurance.
Specifically, students should have the ability to:
  • Perform a situational analysis on the marketspace
  • Determine and present a business case for digital marketing
  • Analyse existing digital marketing activities
  • Evaluate a digital marketing plan and present recommendations for improvement
  • Design effective, highly competitive digital marketing strategies
  • Deliver measurable business results using digital channels
  • Draw on a wide range of techniques for online branding and communications
  • Execute integrated, multi-channel marketing campaigns
  • Have definite, well informed views on trends in the field of digital marketing
  • Have a working understanding of relevant theory, terminology, concepts and models
  • Work effectively in a team environment
  • Communicate in an effective manner suitable for business audiences


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Teaching Methods:

Classes in either weekly or block mode

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Assessment:

Individual Blog (10%-20%)
Individual Post and Comments (25%-35%)
Individual Presentation (10%-20%)
Group Presentation (10%-20%)
Group Written Report (30%-40%)


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Generic Skills Outcomes:

  • Teamwork skills
  • Analysis skills
  • Analysis and modelling skills
  • Research skills
  • Problem solving skills
  • Business model development skills
  • Project management skills
  • Communications skills
  • Presentation skills
  • Strategic thinking skills
  • Ability to tackle unfamiliar problems
  • Ability to work independently
  • Ability to engage in critical enquiry and discussion
  • Ability to tackle ethical business matters


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Content:

  • The Internet marketing fundamentals
  • Internet micro-environment and macro-environment/s
  • Online business model innovation
  • Relationship marketing
  • Web 2.0 and social media marketing in practice
  • Direct digital and permission based marketing
  • Email marketing in practice
  • Interactive marketing communications
  • Mobile marketing in practice
  • Viral marketing and online video
  • Delivering the online customer experience
  • Website design, development and promotion
  • Search engine marketing in practice
  • Digital marketing strategy
  • B2B and B2C digital marketing
  • Campaign planning for integrated, multichannel marketing communications
  • Managing and monitoring marketing using digital media

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Reading Materials:


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


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