Study@ANU 2010

E-Marketing MKTG2032  - Details

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Later Year Course


Offered By: School of Mgt, Marketing & International Business
Academic Career: Undergraduate
Course Subject: Marketing
Offered in: MKTG2032 will not be offered in 2010
Unit Value: 6 units
Course Description:

This course explores strategic marketing issues related to the use of e-commerce solutions for business-to-business (B2B) and business to consumer (B2C) transactions. Specific topics include the characteristics and behaviour of the online consumer, the characteristics of the business buyer, internet marketing strategies for B2B and B2C channels, developing internet marketing plans for B2B and B2C channels, and the management and control of marketing channels, marketing communication and pricing in online contexts.
Learning Outcomes: By completing this course students will: Comprehend the importance of e-marketing; Understand the use of search engine marketing, online advertising and online marketing strategy; Understand the role of e-marketing plans as a component of corporate level plans; Conduct secondary research using various sources to identify and synthesise data into useful management information; Recognise and write appropriate e-marketing objectives; Critically analyse planning options and offer constructive and practical alternative solutions; Formulate an integrated and comprehensive e-marketing plan; Consider in detail the implementation of an e-marketing plan, including the management of necessary internal organisational change; Develop professional business report writing skills
Workload:

At least three contact hours per week
Areas of Interest: Marketing
Requisite Statement:

MKTG2004/1004/BUSN1004/2010 Marketing or INFS2004 e-Business
Incompatibility:

with BUSN2032 E-Marketing
Prescribed Texts:

Chaffey, Ellis-Chadwick, Johnston and Mayer (2006) Internet Marketing (3rd edition), Prentice Hall.  
Blog: http://www.davechaffey.com/Internet-Marketing/
Other Information:

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2032
Please direct all enquiries to: Student Business Solutions
Page authorised by: The Registrar
Note: The information published on the Study@ 2010 website applies to the 2010 academic year only. All information provided on this website replaces the information contained in the Study@ 2009 website.
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