Students
MKTG804 – E-Business Marketing
2014 – S1 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Lay Peng Tan
Contact via laypeng.tan@mq.edu.au
E4A 453
Please refer to iLearn for details
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| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
The purpose of this unit is for students to acquire the skills necessary to develop and implement strategies for new-generation marketing and business development opportunities within their organisations. This unit is designed to introduce students to conceptualising, developing and using marketing computer-mediated environments (CMEs). Students are introduced to the concept of e-business marketing as a metaphor for skills and capabilities required for twenty-first century marketers, based around marketing orientation as customer value creation using CMEs, and viewing marketing as a set of information flows using new and emerging electronic business technologies.
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Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- Understand the concepts and approaches to E-Business Marketing
- Understand contemporary and emerging skills and capabilities required for Marketing in the digital age
- Understand the new marketing philosophies and practices in areas such as Online Advertising, Search-Engine Marketing, Collaborative and Social Media
- Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Individual Assignments | 25% | As Assigned |
| Group Project | 30% | As Assigned |
| Class Test | 10% | As assigned |
| Final Exam | 35% | University Exam Perioid |
Individual Assignments
Due: As Assigned
Weighting: 25%
Individual assignments include:
Seminar paper (15%) and discussion leadership (5%) based on a randomly assigned topic.
Participation in seminars and online discussion forums throughout the semester (5%).
The seminar papers (in Words document) are to be uploaded to iLearn and made available to all participants in this unit 7 days prior to the assigned seminar discussion. The papers will be subjected to plagiarism check using Turnitin.
Please refer to assignment guide available on iLearn for more details.
Please note:
1. No extensions will be granted for the written assignment. Late submission will be accepted up to 48 hours after the submission deadline. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.
2. Students who are absent or do not participate in the group / individual presentation will get 0% automatically.
On successful completion you will be able to:
- Understand contemporary and emerging skills and capabilities required for Marketing in the digital age
- Understand the new marketing philosophies and practices in areas such as Online Advertising, Search-Engine Marketing, Collaborative and Social Media
Group Project
Due: As Assigned
Weighting: 30%
This project is made up of presentation (10%) and write-up (20%).
Presentation is for 10-15 minutes followed by 5 minutes of class questions.
Please refer to assignment guide available on iLearn for more details.
Please note:
1. No extensions will be granted for the written assignment. Late submission will be accepted up to 48 hours after the submission deadline. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.
2. Students who are absent or do not participate in the group / individual presentation will get 0% automatically.
On successful completion you will be able to:
- Understand the concepts and approaches to E-Business Marketing
- Understand contemporary and emerging skills and capabilities required for Marketing in the digital age
- Understand the new marketing philosophies and practices in areas such as Online Advertising, Search-Engine Marketing, Collaborative and Social Media
- Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services
Class Test
Due: As assigned
Weighting: 10%
This class test is 40 minutes. 40 Multiple choice questions based on all material covered in Week1 to Week4.
Please note:
No extensions will be granted. Supplementary tests will only be granted if special consideration is made and approved.
On successful completion you will be able to:
- Understand the concepts and approaches to E-Business Marketing
Final Exam
Due: University Exam Perioid
Weighting: 35%
3 hours, closed-book exam during the exam period.
The University Examination period for Semester 1, 2014: 16-June to 4-July 2014.
You are expected to present yourself for examination at the time and place designated in the University Examination Timetable. The timetable will be available in Draft form approximately eight weeks before the commencement of the examinations and in Final form approximately four weeks before the commencement of the examinations.
The only exception to not sitting an examination at the designated time is because of documented illness or unavoidable disruption. In these circumstances you may wish to consider applying for Special Consideration. The University’s policy on special consideration process is available at:
http://www.mq.edu.au/policy/docs/special_consideration/policy.html
If a Supplementary Examination is granted as a result of the Special Consideration process the examination will be scheduled after the conclusion of the official examination period.
The Macquarie university examination policy details the principles and conduct of examinations at the University. The policy is available at:
On successful completion you will be able to:
- Understand the concepts and approaches to E-Business Marketing
- Understand contemporary and emerging skills and capabilities required for Marketing in the digital age
- Understand the new marketing philosophies and practices in areas such as Online Advertising, Search-Engine Marketing, Collaborative and Social Media
- Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services
Delivery and Resources
TEACHING AND LEARNING STRATEGY
There is no major change since the last offering of this unit. The unit is delivered in seminar format. Students are expected to be active and engaged learners, contributing fully to seminar sessions. Learning activities include individual and group tasks that are to be completed during private study and in the seminars. Students need to read in advance of seminar sessions, participate in classes and online discussion forum, be prepared to work in small groups and discuss the materials assigned each week.
The lecture notes will be posted on iLearn at https://ilearn.mq.edu.au on a weekly basis. The recording (video or tape) of lectures/seminars is not permitted.
CLASSES
- There are 3 hours of classes each week. These are run as a seminar and will consist of lectures and presentations.
- The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
- Students are expected to participate in classes, be prepared to work in small groups and discuss the materials assigned each week.
- Attendance will be taken in class.
- You are expected to arrive on time and not to leave until the class ends.
REQUIRED AND RECOMMENDED TEXTS AND/OR MATERIALS
Prescribed Text Strauss, J., & Frost, R. (2014). E-Marketing: International Version (7th ed.): Pearson Education. ( ISBN-13: 9780132953443) This text can be purchased from the Macquarie University Co-op Bookshop
Reading List A list of supplementary readings will be provided via iLearn. Students are required to obtain those articles by going to Macquarie Library and accessing the relevant online journals.
Recommended texts etc. In addition to the required readings, students are strongly encouraged to read widely in the area and to particularly use the World-Wide-Web as a powerful source of research in this subject. Other recommended texts include:
Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies (expanded and revised ed.). Boston, Massachusetts: Harvard Business Review Press.
Anderson, C. (2009). The Long Tail: How endless choice is creating unlimited demand. London: Random House Business Book.
TECHNOLOGY USED AND REQUIRED
Use of a PC or laptop Software: Word processing, PowerPoint and access to iLearn for course materials
UNIT WEB PAGE
Course materials, including lecture notes, list of supplementary readings and course-related announcements, are available on the learning management system (iLearn) at https://ilearn.mq.edu.au
Unit Schedule
MKTG804 E-Business Marketing (S1/2014) Weekly Schedule*
*Please note that the weekly schedule and content may be subjected to modifications as the semester progresses.
# Some class activities require the use of a computer.
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Week |
Seminar Topics |
Key Activities # |
Textbook |
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Part 1: E-Marketing in Context |
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1 |
Unit Overview Introduction to E-Business |
Ice-Breaker |
Ch1 |
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2 |
Strategic E-Marketing and E-Business Models |
Group Project |
Ch2, 3 |
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Part 2: E-Marketing Environment |
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3 |
E-Marketing Environments |
Class Discussion |
Ch4, 5 |
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4 |
Understanding the E-Consumers |
Class Discussion DUE: One-Page Project Proposal |
Ch7 |
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Part 3: E-Marketing Strategy & Management
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5 |
Positioning & Value Creation Strategies (1) |
Class Test |
Ch8, 9 |
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6 |
Value Creation Strategies (2) |
Project Workshop |
Ch8, 9 |
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Mid-Semester Break (12-27 April 2014) |
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7 |
Project Update |
Group Project Presentations |
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8 |
Pricing Strategy |
Students-led seminar discussion (1) |
Ch10 |
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9 |
Distribution Strategy |
Students-led seminar discussion (2) |
Ch11 |
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10 |
Communications Strategy (I) |
Students-led seminar discussion (3) |
Ch12, 14 |
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11 |
Communications Strategy (II) |
Students-led seminar discussion (4) |
Ch13, 15 |
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12 |
Guest Lecture |
Students-led seminar discussion (5) DUE: Group Project |
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Part 4: Course Review |
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13 |
Revision and Conclusion |
Briefing on Final Examination |
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Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
Graduate Capabilities
PG - Discipline Knowledge and Skills
Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.
This graduate capability is supported by:
Learning outcomes
- Understand the concepts and approaches to E-Business Marketing
- Understand contemporary and emerging skills and capabilities required for Marketing in the digital age
- Understand the new marketing philosophies and practices in areas such as Online Advertising, Search-Engine Marketing, Collaborative and Social Media
Assessment tasks
- Individual Assignments
- Class Test
- Final Exam
PG - Critical, Analytical and Integrative Thinking
Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.
This graduate capability is supported by:
Learning outcomes
- Understand contemporary and emerging skills and capabilities required for Marketing in the digital age
- Understand the new marketing philosophies and practices in areas such as Online Advertising, Search-Engine Marketing, Collaborative and Social Media
- Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services
Assessment tasks
- Individual Assignments
- Group Project
- Final Exam
PG - Research and Problem Solving Capability
Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.
This graduate capability is supported by:
Learning outcome
- Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services
Assessment tasks
- Individual Assignments
- Group Project
Research and Practice
This unit uses research by Macquarie University researchers, for example
Ang, Lawrence (2011). Community relationship management and social media.Journal of Database Marketing & Customer Strategy Management,18, 31–38.
This unit uses research from external sources.
This unit gives you practice in applying research findings in your assignments.
Changes since First Published
| Date | Description |
|---|---|
| 01/03/2014 | Changed the late assessment statement for the class test from transferring the 10% to final exam when special consideration is approved. Current statement: No extensions will be granted. Supplementary tests will only be granted if special consideration is made and approved. |