This course introduces students to the world of online consumer behaviour, e-marketing and the conduct of business operations in the virtual world. Topics include adapting consumer and business conduct to the online world, the use of marketing techniques for online engagement, transactions and consumer to consumer experiences. The course will also explore new technology adoption, shifting consumer attitudes to online experiences, and how to evaluate technologies for workplace, business and personal consumption through a marketing lens.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify factors at both micro and macro levels that impact e-marketing and its objectives
2. Describe the influential marketing decision making processes for the adoption of online technologies for consumers and organisations
3. Integrate marketing knowledge into online experiences for businesses and consumers
4. Recommend appropriate online tools for achieving personal, business and organisational outcomes
5. Critically evaluate opportunities and challenges faced by internet mediated business practices in uncertain market conditions

Research-Led Teaching

eMarketing is informed by research led education, based on evidence based principles, observations of contemporary practice, and publications from peer review outlets. To facilitate this, eMarketing will be conducted in the virtual seminar format, using Zoom, so that we are on the internet as we discuss the internet for great life-integrated learning opportunities.

Field Trips

eMarketing is conducted online, which is effectively a field trip to the internet. No physical field trips will be required, unless you happen to find that to be useful for content creation for your live emarketing project.

Additional Course Costs

Students may choose to register accounts at sites for the purposes of their research into the value and use of those sites. No additional charges are anticipated, and no paid subscriptions are required for the sites reviewed in the course of the semester

Examination Material or equipment

There are no examinations in this course.

Required Resources

eMarketing is an online by design experience. Students need access to a computer, in order to participate in the subject. Students may attempt to the subject through smart phone only access, however, this is a different experience to desktop and laptop computer access, and the outcomes and experience may differ. Students using smartphone only access should be aware this will impact the learning experience.

Recommended Resources

Internet access (personal). Semi-recent to modern computer. Mobile device may be used as an alternative to computer, although experiences may vary.

Staff Feedback

Students will be given feedback in the following forms in this course:

• written comments
• verbal comments
• Turnitin Quickmarks
• general feedback to whole class
• video feedback to groups & individuals
• Microsoft teams meetings
• Zoom consultations group
• A reassuring sense of purpose when logging into the weekly forum engagements

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Other Information

Face to Face class attendance will not be required in this course. This course can be completed online by remote study. Emarketing exists in the ether (and ethernet) as an experiential learning process (why talk about the internet as an idea when you can talk on the internet as practice?)

Class Schedule

Week/Session	Summary of Activities	Assessment
1	eMarketing: Introduction and foundations
2	Strategy, Tactic and Environmental Analysis
3	Online Consumer Behaviour
4	Online Marketing Mix: Product
5	Online Marketing Mix: Price and Distribution	eMarketing Technology Environment Analysis due Monday
6	Online Marketing Mix: Promotion
7	Marketing Applications: Audio and Video
8	Marketing Applications: Image and Text
9	Marketing Applications: Markets and Marketplaces
10	Marketing Applications: Community and Collaboration
11	Marketing Applications: Mobile and Beyond
12	eMarketing Review	eMarketing Technology Post-Review due Friday Individual Reflective Review ePortfolio due during final exam period

Tutorial Registration

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.” https://www.anu.edu.au/students/program-administration/timetabling

This course has Zoom seminars that do require registration for access - this link is available on on Wattle from O-Week. 

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Virtual Class Participation and Active Course Engagement	20 %	*	*	3
eMarketing Technology Engagement Analysis (eTEA)	20 %	19/08/2022	02/09/2022	1,5
eMarketing Technology Post-Review (eTPR)	20 %	28/10/2022	18/11/2022	2,4
My Individual Reflective Review Recap (MIRRAR)	40 %	07/11/2022	01/12/2022	2,3,4

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines , which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Guideline and General Information 
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the Academic Skills website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

There is a 20% assessment task based on Participation and Engagement, and you are invited to make use of the multiple available channels to engage - either in the Live Learning events such as the Zoom seminars, or the text based dynamics of the Wattle Forum, or our asynchronous end of week Padlet review forum, boots on the ground in the classroom for tutorials, or in other ways in which your contribution to our subject community can be recognized by your peers and assessors.

Think of this as an opportunity to find your engagement and participation preference as part of the life integrated learning experience.

Examination(s)

There are no examinations in this course. Whoever heard of making emarketers sit in a room and write about the internet on paper?

Assessment Task 1

Virtual Class Participation and Active Course Engagement

Worth: 20%

Type: Individual

Words: Forum posts (written), zoom sessions (recorded), Padlet sessions (written), and other engagement (with appropriate records for review purposes) as required and available for use.

Submission: Participation and Engagement

Due: weekly

Feedback: at mid-point self-reflection and throughout 12 weeks (written or oral in-class)

Overview: The internet is not a fire and forget solution. Social media presence requires persistence, showing up, and putting the yards in day in, week out. Whilst not a 24-7 coverage commitment, the eMarketing subject is an experiential journey, and skills development takes skill practice. You are going to be rewarded for engagement, participation, telepresence and the demonstrable application of your digital ‘soft skills’ set. This will be assessed as an aggregated, holistic score out of 20, with your engagement across the multiple opportunities through the 12 weeks of semester content.

A Mid-Point self-reflection, and "Opportunities accessed" appraisal will be used to facilitate feedback as to your progress in the Participation and Engagement task.

Please note, it is not enough to show up, post the minimum 2 forum posts and head off again. You need to be a consistent part of the process to show improvement over time, and to create the course experience that benefits you and your peers through this interactive opportunity.

Surprisingly detailed and verbose written guide and video explanation available on the Wattle site from O-Week

Learning Outcomes:

3. Integrate marketing knowledge into online experiences for businesses and consumers

Assessment Task 2

eMarketing Technology Engagement Analysis (eTEA)

eMarketing Technology Engagement Analysis

Worth: 20%

Type: Individual

Words: 2000 words - work beyond the word limit will neither be read nor marked

Submission: via Turnitin

Due: 11.59pm Friday, Week 4

Return: Within two weeks of submission

Overview:

The internet is a big place with a range of opportunities, options and potential outcomes. This assessment task is a forward facing document that will propose a project that will enable you to explore one of these opportunities, combining both personal experience and access to marketing theory into a self service internship project.

You will use an online service product for the length of the semester, and you will run your own project on that platform. The online service product can be a social media service, a website, online platform, application, technology, or some else that applied for the purposes of e-marketing or e-consumption. It should also fit into one (or more) of the Application categories in the second half of the semester. This will help seed what we can discuss in the second half of the semester, and will enable the second shift to assist the development of your eMarketing Technology Audit.The broad categories of Marketing Applications are clustered around

·        Audio and Video

·        Image and Text

·        Markets and Marketplaces

·        Community and Collaboration

·        Mobile and Beyond

The chosen product will be in use by the student for the duration of the MKTG2032 Semester (pending the service availability. This is the internet after all).

Your assignment will outline what you will be using, a short analysis of what it is, what it does, and why that's useful to your project, and then how you intend to create a live project for the semester, inclusive of goals, outcomes and task required to achieve those goals. For example, you may want to set up an Instagram account for your cat, become Tik-Tok famous yourself, or run a small start up Etsy store based on niche 3D printed merchandise. The choice is yours.

Overly verbose detailed guide available on the Wattle site from O-Week

Learning Outcomes:

1. Identify factors at both micro and macro levels that impact e-marketing and its objectives

5. Critically evaluate opportunities and challenges faced by internet mediated business practices in uncertain market conditions

Details will be provided in Wattle by Week 2.

Assessment Task 3

eMarketing Technology Post-Review (eTPR)

eMarketing Technology Post-Review (eTPR)

Worth: 20%

Type: Individual

Words: 1500 words

Submission: via Turnitin

Due: 5pm Friday Week 12

Return: Within two weeks of submission

Overview:

You are needing to combine your own actions (for which you proposed a plan, and hopefully acted on your plan), to

·        reflect on your achievements with the project against your planned goals (Part 1),

·        project to an external point of view, inclusive of theory via referencing, to examine how the semester worked out for you as an end user of the system pursuing project goals (Part 2), and

·        project to a different external point of view, with reference to marketing theory, where you explain, based on your experience, how well you think it works as marketing platform (Part 3).

You get roughly 500 words per section (-/+ 10%).

Overview:

This is Part 2 of the 2 Part story. It’s the Sequel to the eMarketing Technology Environment Analysis. Like any sequel, it needs to be bigger, better, more expensive graphics, and a call back to the first episode. It has a shorter runtime, because you’ve been also playing it out as an Augmented Reality Game since you submitted the Analysis paper. 

See also the contribution it made to your ePortfolio.

For this paper, you’re going to document the outcome of your semester length project, comparing The Game Plan from the Analysis to the outcomes you achieved. 

You’ll be examining three things

·        Your Plans versus Your Performance

·        Your User Experience (with theory).

·        Your View of the Marketing Opportunity / How it Works for Marketing (with theory).

In Section 1, it’s about what you did, in Section 2 it’s about how you were able to do that, and Section 3 is about what some else could do.  

Remarkably thought through and planned out written guide and video explanation available on the Wattle site from O-Week

Learning Outcomes:

2. Describe the influential marketing decision making processes for the adoption of online technologies for consumers and organisations

4. Recommend appropriate online tools for achieving personal, business and organisational outcomes

Details will be provided in Wattle by Week 2.

Assessment Task 4

My Individual Reflective Review Recap (MIRRAR)

My Individual Reflective Review and Recap (MIRRAR)

Worth: 40%

Type: Individual

Words: Mixed medium submission inclusive of text, image, video and

Submission: via Wattle

Due: 5pm Monday 2nd week of exam period (7th Nov 2022)

Return: with return of final results.

Overview:

eMarketing is going to be an experiential subject, with the opportunity to deep dive focus on a e-technology specialization (eMarketing Technology Environment Analysis and eMarketing Technology Performance Review). Beyond this specialization lies the development of the skill set on appraising, applying, and transforming online opportunities into distinctly beneficial outcomes for ourselves and others. My Individual Reflective Review and Recap (MIRRAR) is a reflective task, assembled over a number of weeks, as students explore different applications of the eMarketing theory, and internet-based practice. It is designed to provide an ongoing, cumulative exploration of the development of personal skills around technology adoption, and a self-analysis of the construction of value within the co-created environments of different internet platforms, products, and experiences

Don’t think of it as 4% ten times, think of it as a culmination of the journey, and all the virtual travel blogging along the way. Oh, and a potential chance to find value in the use the wonderful ANU provided ePortfolio platform.

Adjectivally described written guide and a dynamically generated video explanation available on the Wattle site from O-Week

Learning Outcomes:

2. Describe the influential marketing decision making processes for the adoption of online technologies for consumers and organisations

3. Integrate marketing knowledge into online experiences for businesses and consumers

4. Recommend appropriate online tools for achieving personal, business and organisational outcomes

Details will be provided in Wattle by Week 2.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission for the two written tasks must be through Turnitin.

Submission of the ePortfolio will be through the relevant activity in Wattle, since ANU is providing and hosting the ePortfolios for you.

Hardcopy Submission

No hard copy submission is required. Students may digitise hard copy materials for ePortfolio submissions. For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission permitted. Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

Referencing Requirements

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material.

Returning Assignments

Assessment 1 (Performance and Engagement) will have a mid-semesterreview including self assessment, and opportunity access review. We do want you to know how things can be different for the second shift.

Assessment 2 (Emarketing Technology Environment Analysis) and 3 (eMarketing Technology Post-Review ) will be returned through Turnitin within 14 days of submission.

Assessment 4 will be available through the ePortfolio site following grades release

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Resubmission is available for Assessment 2 (Emarketing Technology Analysis) and 3 (eMarketing Performance Review) for students who have scored below Distinction on the individual tasks. Resubmission grades are capped at Distinction.

Students who have an aggregate total of Distinction or higher for Assessment 2 (Emarketing Technology Analysis) and 3 (eMarketing Performance Review) may elect to engage in the "The Power Play" bonus round.

Resubmission and Powerplay will not result in scores above 100% for any item. It's about the learning, not the 101% Achievement Unlock.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Access and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students