Units
Digital Promotions
Unit code: AMB230
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
This subject addresses an important area of business activity and explores the way in which the Internet is changing marketing practice. The foundations of promotion are examined and applied online. The nature, history, and social implications of the Internet are explored. The promotional mix is analysed with a strong focus on developing successfully integrated web sites for organisations. Learners will develop skills in strategic planning, creative strategy, design, web development as it relates to advertising and promotion, research, and campaign evaluation. Learners will gain important skills in the planning, developing and marketing of websites.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
Marketing, Advertising, Public Relations and International Business is being re-shaped due to the ubiquitous nature of the Internet. The Internet is diluting global geographical boundaries and altering traditional business processes as the world wide web has become an efficient medium of communication and financial transaction. Learners need to be aware of the implications of this technology in order to maintain a leadership role in their chosen professions. This unit builds on knowledge gained in a learner's major, and nurtures important analytical and strategic skills for effective Internet communications.
Aims
To provide students with a solid grounding of the planning, development and promotion of successful websites and an introductory understanding of the principles of advertising and promotion as they apply to the online world.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
Upon completion of this unit, you should be able to:
1. Demonstrate a comprehension of the function and impact of the Internet on consumers, society and business in terms of advertising and
IMC.
2. Apply a basic knowledge of the creative, media and research functions of the Internet in the preparation of a promotional plan to support a
website project.
3. Apply your knowledge of the Internet using a reflective and critical approach to analyse how organisations should use the Internet for the
purpose of promotion.
4. Demonstrate the skills to plan, develop and promote effective websites as part of an overall promotional program.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
The topics covered in this unit are divided into three main areas; 1) foundations & theory, 2) advertising, marketing and pr and 3) final considerations. Throughout the semester we will gain an understanding of the internet economy and its effects on how we conduct business. We will focus on promotion looking at opportunity analysis & research and how the internet affects behaviour and business. We will focus on internet marketing, the role of the promotion mix and its effects on strategy, look at the different styles of Internet advertising and promotion, SEO, plus personal selling, database marketing, CRM and public relations in cyberspace. Finally the issue of web ratings and site measurement will be covered.
Approaches to Teaching and Learning
The teaching and learning strategy for this unit is to immerse the students in the use of the technology they are studying. After familiarisation with the material, students are encouraged to apply their knowledge in both academic and business communication projects through a variety of Internet tutorial exercises. As this is an Internet based subject both a physical and online workshop program will assist in delivering a flexible teaching approach to meet the different needs of students.
This unit uses the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using SafeAssign. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Specific Feedback Mechanisms
A series of tutorials are used to give verbal feedback on assignment 1 (week 2, 3 and 4) and assignment 2 (week 6 and 7). Assignment 1 due in week 5 and assignment 2 due in week 8 will have written feedback and a criteria reference assessment attached on return. Additionally tutors, when requested, will assist students if they have questions about how to improve their assignment when they are returned.
Assessment name:
Website Evaluation
Description:
Website evaluation and measurement.To demonstrate a practical understanding of the principles that impact on Internet website implementation and measurement of company activity.
Length/Duration: 1,000 words
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 3, 4 and AOL goals: KS (1.1)
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 5
Threshold:
5
Assessment name:
3D Virtual Worlds
Description:
3D Virtual Worlds Second life implications for marketing. Report relating to marketing in vitual worlds from the point of return on investment and the Internet experience of the consumer.
Length/Duration: 1,000 words
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 3, 4 and AOL goals: KS (1.2)
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 8
Threshold:
8
Assessment name:
Digital Presentation, pitch
Description:
Site evaluation and promotional plan. A detailed project outline can be found on the unit's Blackboard site.
Length/Duration: 15 - 20 minutes
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4 and AOL goals: TW (4.1), PC (3.2)
Weight:
40%
Internal or external:
Internal
Group or individual:
Group
Due date:
Week 11 - 13
Threshold:
13
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Recommended text
Miletsky, J. (2010). Principles of Internet Marketing: New tools and methods for web developers CENGAGE Learning, Canada.
Journals
International Journal of Internet Marketing and Advertising
Journal of Interactive Marketing
Journal of Advertising
Journal of Website Promotions
Trade Publications
B&T - http://www.bandt.com.au
Ad Age - http://www.adage.com
Ad News - http://www.adnews.com.au
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 17-Jan-2013
