This course examines current and future electronic technologies and their impact on and implications for marketing strategy, consumer behaviour, market segmentation, positioning, and communication strategies in particular. An emphasis is placed on the utilisation of traditional marketing concepts within the emerging electronic environment. The changing technology environment means that marketers need to understand, exploit and develop new capabilities that enhance the basic technologies and marketing concepts. This course enables students to build competitive advantage in a networked economy.

By completing this course students will:

• Comprehend the importance of e-marketing; Understand the role of e-marketing as a component of corporate activity;
• Conduct secondary research using various sources to identify and synthesise data into useful management information; Adapt existing commercial marketing theory and practice to new internet applications;
• 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;
• Develop professional business report writing skills; Enhance oral and visual presentation techniques to a more formal and professional business style;
• Ability to work effectively and efficiently in teams

• Group Optional Essay 40%
• Blog Project 40%
• Solo Presentation 20%

• An understanding of marketing through personal experience, higher education or formal training
• An understanding of the use of the internet, including basic computing and ICT skills

See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7037

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7037