• Class Number 9798
  • Term Code 3060
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Stephen Dann
    • Dr Stephen Dann
  • Class Dates
  • Class Start Date 27/07/2020
  • Class End Date 30/10/2020
  • Census Date 31/08/2020
  • Last Date to Enrol 03/08/2020
SELT Survey Results

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.

Field Trips

eMarketing is conducted online, which is effectively a field trip to the internet. No physical field trips will be required.

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.

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
  • zoom consultations group

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). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Other Information

Face to Face class attendance will not be required in this course. This course can be completed online by remote study.

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 Marketing Technology Environment Analysis due
5 Online Marketing Mix: Price and Distribution
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 Marketing Technology Audit due
12 eMarketing Review Individual Reflective Review ePortfolio due during final exam period

Tutorial Registration

This course has tutorials or tutorial-like teaching activities. Further details about the structure and teaching activities for this course will be available on the course Wattle site by start of Week 1.

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
eMarketing Technology Analysis 20 % 17/08/2020 31/08/2020 1,5
eMarketing Performance Review 20 % 19/10/2020 02/11/2020 2,4
Class Participation and Engagement 20 % * * 3
Individual Reflective Review ePortfolio 40 % 09/11/2020 03/12/2020 2,3,4

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


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 Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

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 Integrity . 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.


Students are expected to be telepresent in the Wattle site, engage in discussions on the forums, attend live events, and explore the internet in guided and self guided tours. Sections of the student's presence in Wattle forum threads may be used by them to form part of their ePortfolio review task,


There are no examinations in this course.

Assessment Task 1

Value: 20 %
Due Date: 17/08/2020
Return of Assessment: 31/08/2020
Learning Outcomes: 1,5

eMarketing Technology Analysis

Emarketing Technology Analysis

Worth: 20%

Type: Individual

Words: 2000 words

Submission: via Turnitin

Due: 5pm Monday Week 4

Return: Within two weeks of submission


Pick an online product for review and application. The product should be an online service, social media platform, application, or some other technology that can be applied for the purposes of e-marketing or e-consumption. 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).

Review: For the review, outline using marketing theory and language what the product is, what it does for the user base, and how this creates value in a marketing sense for the end users.

Application: Explain, with timelines, milestones and goals, how you intend to use this product for the semester. Applications can include curation of content, development of personal brand identity, portfolio support, content creation, or support of a third party through promotional activity, online retailing, or reputational management.

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 2

Value: 20 %
Due Date: 19/10/2020
Return of Assessment: 02/11/2020
Learning Outcomes: 2,4

eMarketing Performance Review

eMarketing Performance Review

Worth: 20%

Type: Individual

Words: 1500 words

Submission: via Turnitin

Due: 5pm Monday Week 11

Return: Within two weeks of submission


Based on the timelines, milestones and goals of Emarketing Technology Analysis, students will assess and evaluate how their chosen product performed against the task requirements. The review is dual purpose –

1)     were the tasks as outlined in the prior assessment task able to be completed?

2)     Did the features and functionality of the chosen technology aid or hinder the student in the pursuit of their goals, that is, did the user experience the desired creation of value as projected.

This task will reference back to the first task, and student will need to assess their performance against their own stated goals. The use of marketing theory and language to describe the user’s own consumer experience will be rewarded.

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 3

Value: 20 %
Learning Outcomes: 3

Class Participation and Engagement

Worth: 20%

Type: Individual

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

Submission: Participation and Engagement

Due: weekly

Return: N/A

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 score over 10 (2% each) of the 12 weeks of content, with an emphasis on engagement. It’s 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.

Learning Outcomes:

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

Assessment Task 4

Value: 40 %
Due Date: 09/11/2020
Return of Assessment: 03/12/2020
Learning Outcomes: 2,3,4

Individual Reflective Review ePortfolio

Individual Reflective Review ePortfolio

Worth: 40%

Type: Individual

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

Submission: via ANU ePortfolio

Due: 5pm Monday 2nd week of exam period (9th Nov 2020)

Return: with return of final results.


eMarketing is going to be an experiential subject, with the opportunity to deep dive focus on a e-technology specialisation (eMarketing Technology Analysis and eMarketing Performance Review). Beyond this specialisation lies the development of the skill set on appraising, applying and transforming online opportunities into distinctly beneficial outcomes for ourselves and others. 

The ePortfolio 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

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. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.

The ANU commits to assisting all members of our community to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to be familiar with the academic integrity principle and Academic Misconduct Rule, uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with.

The Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.

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 first two tasks must be through Turnitin. Submission of the ePortfolio will be through the relevant activity in Wattle.

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

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Assessment 1 and 2 will be returned through Turnitin within 14 days of submission. Assessment 3 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 not permitted.

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).

Dr Stephen Dann

Research Interests

eMarketing, Lego Serious Play,

Dr Stephen Dann

Tuesday 17:00 18:00
Thursday 14:00 15:00
Thursday 14:00 15:00
Dr Stephen Dann

Research Interests

Dr Stephen Dann

Tuesday 17:00 18:00
Thursday 14:00 15:00
Thursday 14:00 15:00

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions