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Digital Business and Marketing (MKTG90017)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Email: bcoker@unimelb.edu.au
Overview
Availability | Semester 2 |
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Fees | Look up fees |
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: 3 November 2022
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 3 November 2022
Assessment
Additional details
- 2 hour examination. End-of-semester (50%);
- 4000 word group assignment (usually groups of 2-3). Due towards the end of semester (30%);
- Peer assessment. Due in week 12. (10%); and
- 15 min group presentation (usually groups of 3-4). Allocated between week 3-11 (10%).
Note: Successful completion of this subject requires a pass (50%) in the final exam.
Last updated: 3 November 2022
Dates & times
- Semester 2
Principal coordinator Brent Coker Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 29 July 2019 to 27 October 2019 Last self-enrol date 9 August 2019 Census date 31 August 2019 Last date to withdraw without fail 27 September 2019 Assessment period ends 22 November 2019 Semester 2 contact information
Email: bcoker@unimelb.edu.au
Time commitment details
Approximately 170 hours total.
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 3 November 2022