Students

MKTG804 – E-Business Marketing

2015 – S3 External

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Coordinator and Lecturer
John Edwards
john.edwards@mq.edu.au
Contact via john.edwards@mq.edu.au
E4A 218B
Tuesday 12pm to 2pm
Moderator
Erik Lundmark
erik.lundmark@mq.edu.au
Contact via erik.lundmark@mq.edu.au
E4A 451
Claudius Singh
claudius.singh@mq.edu.au
Credit points Credit points
4
Prerequisites Prerequisites
MKTG696
Corequisites Corequisites
Co-badged status Co-badged status
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.

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 Branding, Social Media, Mobile Marketing and Digital Media.
  • Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services.

Assessment Tasks

Name Weighting Due Groupwork/Individual Short Extension AI assisted?
Class Participation 10% Weekly No
Case Study Report 20% 20 December 2015 No
Project 30% 17 January 2016 No
Final Examination 40% 27 January 2016 No

Class Participation

Due: Weekly
Weighting: 10%
Groupwork/Individual:
Short extension 3: No
AI assisted?:

Students are expected to be an active learner, and to contribute to the weekly discussion online forums.

It is expected students to contribute to all the discussion topics.

If students do not participate in the weekly online forums, they will receive a zero mark.

Please refer to assignment guide available on iLearn for more details.

Please note: Late submission will not be accepted after the submission deadline. This penalty does not apply for cases in which an application for special consideration is made and approved. 
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 Branding, Social Media, Mobile Marketing and Digital Media.

Case Study Report

Due: 20 December 2015
Weighting: 20%
Groupwork/Individual:
Short extension 3: No
AI assisted?:

This is an individual assignment, due on Sunday 20 December 2015 (11.55pm).

Each student will be assigned a case study.

The case study will be made available to all unit participants via iLearn, from the first day in Week 1.

Please refer to assignment guide available on iLearn for more details.

The case study finished reports are to be uploaded onto Turnitin in iLearn by the due date.

The reports will be subjected to plagiarism check using Turnitin.

Feedback and marks will be posted onto GRADEMARK in Turnitin 2 weeks after submission.

Please note: 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. 
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 Branding, Social Media, Mobile Marketing and Digital Media.

Project

Due: 17 January 2016
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:

This is an individual assignment, due on Sunday 17 January 2016 (11.55pm).

The Task: Developing an E- Business Marketing Plan for an organisation

Please refer to assignment guide available on iLearn for more details.

  • Business Planning format required (see iLearn).
  • Proof reading (spelling, grammar) is essential
  • References according to Harvard Referencing Method.
  • Upload the final plan onto Turnitin in iLearn
  • Feedback and marks will be posted onto GRADEMARK 2 weeks after submission.
  • No. of Pages: 15 page report (inc.Table of Contents), plus references and appendix

Please note:

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.
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 Branding, Social Media, Mobile Marketing and Digital Media.
  • Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services.

Final Examination

Due: 27 January 2016
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:

In Session 3 2015, the MKTG804 final exam is a 2 hour 10 minute, online open-book exam, held on Wednesday 27 January 2016; Start time 4pm (Sydney time) to 6.10pm (Sydney time)

You will need access to a computer equipped with a reliable internet connection.

You are expected to complete the online examination at the day and time stated above.

A final examination is included as an assessment task for this unit to provide assurance that:

i) the product belongs to the student and

ii) the student has attained the knowledge and skills tested in the exam.

You can do the exam in your home city or town. You don't need to be living in Sydney to do the final exam.

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: 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.

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: http://www.mq.edu.au/policy/docs/examination/policy.htm 
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 Branding, Social Media, Mobile Marketing and Digital 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

iLearn and ZOOM are the main e-learning platforms for communication with students undertaking the MKTG804 S3 2015 online course.

You access iLearn and ZOOM you go to the Macquarie University website and log in using your student ID and password.

 

The activities on iLearn include:

  • Reading the learning materials (both lecture material, readings, articles)

  • Participate in the online class discussions each week with the Lecturer and other students

  • Work on your Case Study / Report

  • Working on your E-Business Marketing Plan project

  • Studying for your Final Exam

 

The assessment items are:

  • Case Study Report

  • Contributions and participations in the online discussion forums

  • Developing an E-Business Marketing Plan

  • Completing a Final exam

 

Communication with Students/Lecturer will be conducted online through iLearn and Zoom.

This includes:

  • Posting messages to the class and lecturer

  • Posting comments in the online discussion forums

  • Accessing lecture material, videos, and articles

  • Submitting the case study report and project

  • Accessing Grades and Marks and feeback on assessment items.

Classes

The on-line program is conducted through Macquarie University's e-Learning management platform (iLearn). 

When studying on-line, your computer/laptop/tablet/smart-phone is the device to access the unit and iLearn and ZOOM are the platforms where: 

  • you will interact and liase with the Lecturer and other students in the online classes

  • your assessment tasks will be completed and submitted on-line 

  • feedback and marks will be posted onto GRADEMARK on Turnitin.

A “live” online classroom (using ZOOM) will be held twice, each week. Details of the day and time will be posted on iLearn before Week 1 commences.

The Lecturer will post audio and video recordings on iLearn of all the lecture topics for downloading and listening, so that students can listen and watch the lectures in their own time.

The full resources of Macquarie University including the MU Library are available to all students.

The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/

To complete this unit satisfactorily, students must attend at least 80% of the scheduled online classes.

 

Required and Recommended Texts and/or Materials

There is no prescribed textbook for this course.

Reading material has been developed for this Unit and is set up as Hyperlinks within iLearn.  This includes the latest articles on E-Business Marketing.

Students are strongly encouraged to read widely in the E- Business Marketing area and to particularly use the World-Wide Web as a powerful source for research in this subject. Students should be aware that apart from the conventional business, IT and marketing journals, there are many online journals and websites covering the latest developments in electronic marketing and commerce.

A list of e-commerce Industry news websites and resources can be found on iLearn.

 

Technology Used and Required

This unit:

  • Uses iLearn

  • Uses e-Learning software (ZOOM) to conduct live online classes

  • Uses ‘normal’ software that is on your PC, laptop, tablet or smart-phone

  • Uses the normal web applications, standard programs and videos

  

Unit Web Page

The course material is available on the learning management system (iLearn). 

The web page for this unit can be found at: https://ilearn.mq.edu.au

Unit Schedule

You can access the timetable here: http://students.mq.edu.au/student_admin/timetables  

Week No.

Date (w/c)

Topics

Seminar Topic

Materials

1

7 Dec 2015

Digital Marketing Landscape / E-Business Marking Models /

Developing and E-Business Marketing Plan

Refer to iLearn

Refer to iLearn

2

14 Dec-2015

Consumer and Buyer Behaviour Online / Branding Online / 

Website Design and Analytics

Refer to iLearn

Refer to iLearn

3

21 Dec-2015

Session 3 Recess

    

4

28-Dec-2015

Session 3 Recess

    

5

4 Jan-2016

Digital Media / Social Media

Refer to iLearn

Refer to iLearn

6

11-Jan-2016

Mobile Marketing

Refer to iLearn

Refer to iLearn

7

18-Jan-2016

Big Data and Information Management Platforms

Refer to iLearn

 Refer to iLearn

 

27 Jan -2016

Final Exam being held

Refer to iLearn 

 Refer to iLearn 

 

12-Feb-2016

Session 3 final results released

Refer to e-student

 

Learning and Teaching Activities

Lectures

Live online sessions by the Lecturer using ZOOM

Discussions

Participating in the online class discussions (in iLearn) each week with the lecturer and other students

Readings

Reading through the articles and library resources posted on iLearn

Case Study Report

Developing and submitting a case study report

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/

Results

Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.

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 Branding, Social Media, Mobile Marketing and Digital Media.

Assessment tasks

  • Class Participation
  • Case Study Report
  • Final Examination

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 Branding, Social Media, Mobile Marketing and Digital Media.
  • Explore and develop insights and strategic conversation on new and emerging e- business technologies, products and services.

Assessment tasks

  • Class Participation
  • Case Study Report
  • Project
  • Final Examination

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

  • Class Participation
  • Case Study Report
  • Project
  • Final Examination

Changes from Previous Offering

Changes since the last offering of this unit

  • No major assessment and topic changes.
  • Updating of all materials, videos and readings to reflect the current domestic and global environment.

Global and Sustainability

This unit prepares students for a globalised world of scientific and technological advance. In this unit, students will learn about the dynamic world of digital marketing. They will develop knowledge and understanding of the fundamentals of e-business marketing principles, which they can implement to support the strategy, desired goal and sustainable growth for both organisations and society at large. 

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 also uses research from external sources.

This unit gives students opportunities to conduct their own research and gives them practice in applying research findings in their assignments.