Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor / Lecturer
LayPeng Tan
Contact via Email
Room 453, Level 4, 4 Eastern Road
Tuesdays after class 5pm-6pm (outside lecture theatre or in my office), or by appointment
Tutor
Theresa Teo
Contact via Email
Level 2, 4 Eastern Rd
Please see iLearn for details
Tutor
Anaita Sarkar
Contact via Email
Level 2, 4 Eastern Rd
Please see iLearn for details
Tutor
Tse Sing Tsai
Contact via Email
Level 2, Eastern Rd
Please see iLearn for details
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
(STAT150 or STAT170 or STAT171 or PSY122) and 6cp at 200 level including (MKTG202 or MKTG203 or MKTG204 or MKTG208 or MKTG210 or MKTG213)
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
This unit introduces students to the areas of e-marketing and e-business. It covers concepts and frameworks in the areas of online marketing strategy, implementation and practice. This unit is designed to introduce students to conceptualising, developing and using marketing in computer-mediated environments. These are now the skills and capabilities required for marketers and sales, business development, customer service, and support staff working in either corporate, SME, or government.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Hurdle | Due |
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A1 Project | 40% | No | Week-4 and Week-12 |
A2 Individual Assessment | 10% | No | Week-8 |
A3 Tutorial Participation | 10% | No | Week 2-13 |
A4 Final Examination | 40% | No | University Examination Period |
Due: Week-4 and Week-12
Weighting: 40%
This assessment has two components. First, students will complete a written report - "Strategic Analysis" on individual basis (15%, Due: Week-4). Second, working in groups, students will complete a creative production including a website showcasing the marketing plan for a new e-business venture (25%, Due: Week-12).
The project is designed to provide students with insights into how marketing technologies, tools, and applications can be used to develop and implement e-marketing strategy.
Detailed assessment guide including submission details and marking criteria will be available on iLearn.
To meet the Faculty's guideline of "A minimum of 50% of the assessment weight of any group work task must be allocated to individual performance", a final exam question will be related to the group task.
Please note:
1. No extensions will be granted for the individual written report. 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, or in this case zero mark for this assessment). This penalty does not apply for cases in which an application for Special Consideration is submitted and approved.
2. No extensions will be granted for the group creative production. 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, or in this case zero mark for this assessment). This penalty does not apply for cases in which an application for Special Consideration is submitted and approved.
3. Transference of marks is not permissible across assessment tasks.
Due: Week-8
Weighting: 10%
Students will be required to complete the essential online modules and pass the assessments available via Google’s Academy of Ads to become AdWords certified by the due date (Week-8) to get the 10%. Otherwise, 0%. No extension will be granted.
Students need to pass two of the AdWords certification assessments to become AdWords certified, i) the compulsory AdWords Fundamentals assessment and, ii) one of the following: Search Advertising, Display Advertising, Mobile Advertising, Video Advertising, or Shopping Advertising.
Partial completion of the above, and/or completion of only AdWords Fundamentals (part i) but not part ii) will lead to a 0%.
Student can choose to start these online modules and complete the assessments any time.
Further details including the relevant URLs will be available on iLearn.
Please note:
Due: Week 2-13
Weighting: 10%
Tutorial activities are designed to guide students through the process of developing a marketing plan for a new e-business venture (supporting A1 Project) and to reinforce students' understanding of the course materials through applications. Various tasks will be given during tutorials. These tasks must be completed during tutorials. They might include completion of worksheets, reflective tasks, mini in-class tests etc. There will be FOUR random collections of those tasks, of which the TWO best ones will be chosen (5% x 2 = 10%).
Please note:
Due: University Examination Period
Weighting: 40%
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.
A closed-book 2 hours final examination for this unit will be held during the University Examination period.
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: http://exams.mq.edu.au
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 submitting an application for Special Consideration.
If a Supplementary Examination is granted as a result of the Special Consideration, 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:
The unit is delivered in a combination of lectures and tutorials. Students are expected to be active and engaged learners, contributing fully to tutorial activities and discussions. Learning activities include individual and group tasks that are to be completed during private study and in the tutorials.
• 13 classes in the semester made up of 3 hours face-to-face teaching per week. This consists of 1 x 2 hour lecture and 1 x 1 hour tutorial/practical (Wk2 to Wk13).
• 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 tutorials/Practicals, starting in Week-2. Attendance will be taken in class.
• Students are expected to actively participate in classes, be prepared to work in small groups and complete the tasks assigned each week.
• Students are expected to arrive on time and not to leave until the class ends.
Recommended text: Strauss, J., & Frost, R. (2014). E-Marketing: International Version (7th ed.): Pearson Education. ( ISBN-13: 9780132953443).
Students are strongly encouraged to read widely in the area and to particularly use the internet as a powerful source of research in this subject. Other recommended texts include:
• Use of a PC or laptop is required to complete tasks on iLearn and to access iLearn for course materials
• Software required: E.g., Word processing, PowerPoint, video/media player, Acrobat Reader, Internet Browser.
Course materials, including lecture notes, supplementary readings and course-related announcements etc are available on the learning management system (iLearn) at https://ilearn.mq.edu.au
Weekly Schedule will be available on iLearn.
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
Undergraduate students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
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.
The nature of scholarly endeavour, dependent as it is on the work of others, binds all members of the University community to abide by the principles of academic honesty. Its fundamental principle is that all staff and students act with integrity in the creation, development, application and use of ideas and information. This means that:
Further information on the academic honesty can be found in the Macquarie University Academic Honesty Policy at http://www.mq.edu.au/policy/docs/academic_honesty/policy.html
Macquarie University uses the following grades in coursework units of study:
Grade descriptors and other information concerning grading are contained in the Macquarie University Grading Policy which is available at:
http://www.mq.edu.au/policy/docs/grading/policy.html
If, at the conclusion of the unit, you have performed below expectations, and are considering lodging an appeal of grade and/or viewing your final exam script please refer to the following website which provides information about these processes and the cut off dates in the first instance. Please read the instructions provided concerning what constitutes a valid grounds for appeal before appealing your grade.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Changes from previous offering include:
1. AdWords Certification is introduced as an assessment item.
2. Tutorial participation (assessed based on various tutorial tasks) replaced an individual written assignment.
These changes are introduced based on students' feedback from previous offering.
Research & Practice
This unit gives students opportunities to conduct their own research and gives them practice in applying research findings in their assignments. It uses research from external sources and Macquarie University researchers, for example:
Ang, Lawrence (2011). Community relationship management and social media, Journal of Database Marketing & Customer Strategy Management,18, 31–38.
Global contexts & 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.