Digital Business and Marketing (MKTG90017)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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As part of the University’s response to COVID-19 and the associated Government restrictions and guidelines, most subjects will continue to be delivered online in Winter and Semester 2.
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.

Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.

Overview

Availability
Semester 2
FeesLook 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: 9 April 2024

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: 9 April 2024

Assessment

Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS

DescriptionTimingPercentage

Group assignment (usually groups of 2-3).

  • 4000 words
Late in the teaching period30%

Peer assessment.

Week 1210%

Group presentation (usually groups of 3-4).

  • 15 minutes
From Week 3 to Week 1110%

End-of-semester examination.

  • 2 hours
Hurdle requirement: Successful completion of this subject requires a pass (50%) in the final exam.		During the examination period50%

Last updated: 9 April 2024

Dates & times

  • Semester 2
    Principal coordinatorBrent Coker
    Mode of deliveryOn Campus (Parkville)
    Contact hoursOne 3-hour seminar per week
    Total time commitment170 hours
    Teaching period 3 August 2020 to 1 November 2020
    Last self-enrol date14 August 2020
    Census date21 September 2020
    Last date to withdraw without fail16 October 2020
    Assessment period ends27 November 2020

    Semester 2 contact information

    Email: bcoker@unimelb.edu.au

Time commitment details

Approximately 170 hours total.

Last updated: 9 April 2024

Further information

  • Texts

    Prescribed texts

    You will be advised of prescribed texts by your lecturer.

     

  • Related Handbook entries

    This subject contributes to the following:

    TypeName
    CourseMaster 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.

    Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants

    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: 9 April 2024