Units
E-marketing Strategies
Unit code: AMB335
Credit points: 12
Information about fees and unit costs
E-Business and mobile commerce technologies have emerged as defining technologies for companies in the 21st
century. This unit focuses on e-marketing applications and strategies and the marketer's role in developing solutions that integrate new and old economies. Drawing on their knowledge of marketing principles, students will examine the diverse applications of technology in product and service design; product distribution/service delivery and logistics; promotional strategies and other marketing
components. The unit also explores the role of emerging electronic models and the use of e-marketing strategies to
achieve global competitive advantage.
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
The Internet and other new technologies have provided many innovative ways for organisations to create customer value as well as develop greater organisational efficiencies. In this unit, students examine how an organisation can integrate e-marketing into their marketing strategies to improve their efficiency and effectiveness and to achieve competitive advantage.
Aims
This unit is intended to develop students' knowledge, understanding and skills relating to the impact of the Internet on marketing and how digital information is used to attract and build long-term customer relationships and enhance organisational efficiency.
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
On successful completion of this unit, students will be able to:
1. Explain how the application of e-Marketing theories affect a firm's overall marketing strategy.
2. Analyse and evaluate existing websites with a view to improving their marketing effectiveness.
3. Explain how e-Marketing affects and creates key e-Marketing levers for companies.
4. Analyse, evaluate and recommend e-Marketing strategies.
5. Prepare and deliver oral presentations and prepare professional reports suitable for industry.
Achieving these objectives will also demonstrate attainment of the following marketing discipline knowledge and marketing graduate outcomes:
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
This unit will cover a range of topics relevant to e-marketing including: the internet micro and macro environments, e-marketing strategy, the e-marketing mix, relationship marketing using the internet, achieving online service quality, and issues pertaining to both business-to-business and business-to-consumer internet marketing. Additionally, the unit will cover topics related to the use of new media technology in e-marketing.
Approaches to Teaching and Learning
This unit integrates the theoretical perspectives with experiential and real world learning through the teaching and learning activities involved.
The 2 hour lecture sessions introduce students to the areas involved with e-marketing strategies using industry examples to illustrate their application. The tutorials are designed to encourage active participation via hands-on small group activities and discussions, as well as individual student oral presentations. The assignments in this unit are designed for students to demonstrate their knowledge and skills involved in selecting and applying e-marketing strategy to a real world project. The exam is designed for students to demonstrate their knowledge of the theory covered during the lectures and tutorials.
Assessment
Students will complete three pieces of assessment in this unit, including a presentation of an e-Marketing plan proposal, an e-Marketing plan and a final examination.Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
General feedback for the Proposal Presentation will be provided verbally each week immediately following the student presentations. Individual written feedback and criteria sheets will be returned to all students in week 6. General written feedback for the unit overall will be supplied on Blackboard in week 6.
Individual written feedback on the e-Marketing Plan and associated criteria sheet will be returned to students no later than week 13. General written feedback for the unit overall will be supplied on Blackboard in week 13.
Students will receive verbal feedback week-to-week on their individual contribution and teamwork in tutorials and lectures.
Assessment name:
Presentation
Description:
Presentation of e-Marketing Plan Proposal
Students must present a consultancy proposal to undertake an e-Marketing Plan for an organisation. This proposal should be presented as though it is being delivered to the senior management of the client company.
Length or Duration: 5 minute oral presentation, plus written speech
Formative or Summative: Formative and Summative
Relates to objectives:
Unit Objectives:2, 3 & 5 and AoL: PC (3.2)
Weight:
20%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 3 to Week 5
Assessment name:
E-Marketing Report
Description:
E-Marketing Plan Report
The assignment is to complete an e-Marketing Plan for a client. The proposal to undertake an e-Marketing Plan for an organisation (oral presentation) will be the foundation of this assignment. On successful completion of this e-Marketing Plan, students should have developed sound research, analytical and written communication skills.
Length or Duration: 2000 words
Formative or Summative: Formative and Summative
Relates to objectives:
Unit Objectives:1, 2, 3, 4 & 5 and AoL: KS (1.1), CTA (2.1), PC (3.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 10
Assessment name:
Final Exam
Description:
Students will be examined on their knowledge, understanding and application of e-Marketing strategies covered in lectures and tutorials in weeks 1 to 12 of the unit.
Length or Duration: 2 hours
Formative or Summative: Summative
Relates to objectives:
Unit Objectives:1, 3 & 4 and AoL: KS(1.1), SEU (5.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Central Exam Period
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
Prescribed Text
Chaffey, D., Ellis-Chadwick, F., Johnston, K. & Mayer, R. (2012). Digital Marketing: Strategy, Implementation and Practice. (5th Edition), Pearson.
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: 19-Dec-2012
