MKT525 Electronic Marketing (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
Electronic technologies are now widely used by marketing professionals. This subject develops the abilities required to plan and implement digital marketing strategies and to integrate these with traditional marketing strategies. Students will examine company motivations for creating a digital marketing strategy, use of the web as a sales and promotion channel, online consumer behaviour, and measurement and evaulation issues that need to be addressed with e-marketing programs.
Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT525
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Enrolment restrictions:
Postgraduate students only
Objectives:
Upon successful completion of this subject, students should:
- be able to investigate the value of e-marketing in relation to strategic marketing planning processes and discuss the possibilities of online marketing;
- be able to describe and appraise the key concepts, issues, parameters and concerns when using e-technologies like the Internet as a marketing tool;
- be able to plan, implement and evaluate digital marketing strategies;
- be able to integrate digital marketing strategies with more traditional marketing strategies; and
- be able to critically review e-marketing concepts in a broader social context.
Syllabus:
The subject will cover the following topics:
- Introduction to digital marketing
- The micro-environment of digital marketing
- The macro-environment of digital marketing
- Digital marketing strategy
- The Internet and the marketing mix
- Relationship marketing using digital platforms
- Delivering the online customer experience
- B2B and B2C digital marketing
- Planning a campaign for digital media
- Communications using digital media channels
- Contemporary issues for digital marketers
- Evaluation and improvement of digital channel performance
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.