This course explores strategic marketing issues related to the use of e-commerce solutions for business-to-business (B2B) and business to consumer (B2C) transactions. Specific topics include the characteristics and behaviour of the online consumer, the characteristics of the business buyer, internet marketing strategies for B2B and B2C channels, developing internet marketing plans for B2B and B2C channels, and the management and control of marketing channels, marketing communication and pricing in online contexts.
Upon successful completion, students will have the knowledge and skills to:
Upon successful completion of the requirements for this course, students will be able to:
- explain the importance of e-marketing;
- explain and illustrate the use of search engine marketing, online advertising and online marketing strategies;
- explain the role of e-marketing plans as a component of corporate-level plans;
- conduct secondary research using various sources to identify and synthesise data into useful management information;
- 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;
- describe in detail the implementation of an e-marketing plan, including the management of necessary internal organisational change; and,
- communicate effectively about e-marketing in written and oral reports.
See the course outline on the College courses page. Outlines are uploaded as they become available.
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Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.
Requisite and Incompatibility
Chaffey, Ellis-Chadwick, Johnston and Mayer (2006) Internet Marketing (3rd edition), Prentice Hall.
Tuition fees are for the academic year indicated at the top of the page.
If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
- Student Contribution Band:
- Unit value:
- 6 units
If you are an undergraduate student and have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). You can find your student contribution amount for each course at Fees. Where there is a unit range displayed for this course, not all unit options below may be available.
Offerings, Dates and Class Summary Links
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Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.