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Digital Business and Marketing (MKTG90017)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2018
Subject levelGraduate coursework
Subject codeMKTG90017
Semester 2
FeesSubject EFTSL, Level, Discipline & Census Date

This subject examines the planning and marketing of products and services on the internet. It analyses the economic, social, and technological opportunities and challenges presented by internet-based marketing. Topics include: internet business models, online consumer behaviour, the nature of social interaction and its effect on marketing, analytics, web design, and Search Engine Marketing.

Intended learning outcomes

On successful completion of this subject, students should be able to:

  • Understand the basic technologies creating the world wide web;
  • Implement effective Search Engine Marketing techniques;
  • Be able to conceptualise and evaluate internet and mobile business models;
  • Critique website and landing page functionality and design;
  • Discuss current global e-marketing issues, including internet business model design; and
  • Understand the role of online communities and the effect of digital social.

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • Interpretation and analysis of information through the application of conceptual frameworks, which should be fostered through the application of conceptual frameworks presented in lectures;
  • Collaborative learning and teamwork, which should be developed through the use of teams for writing and presenting assignments as well as preparing for, and presenting in, seminars;
  • Oral communication, which should be enhanced through the seminar program; and
  • Written communication, which should be developed through the assessment.

Last updated: 21 August 2019