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.

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
• 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. 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	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 Zoom seminars that are are sufficiently tutorial-like as to require registration which is available on Wattle from O-Week. Depending on class sizes and student interest, additional teaching activities which have registration and booking requirements will be announced on Wattle as they are released. All further details about the structure and teaching activities for this course will be available on the course Wattle site.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Class Participation and Engagement	20 %	*	*	3
eMarketing Technology Analysis	20 %	20/08/2021	30/08/2021	1,5
eMarketing Performance Review	20 %	22/10/2021	01/11/2021	2,4
Individual Reflective Review ePortfolio	40 %	08/11/2021	02/12/2021	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 Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information 
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

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.

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, 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.

Assessment Task 1

Class Participation and 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

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, 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 Analysis

Emarketing Technology Analysis

Worth: 20%

Type: Individual

Words: 2000 words

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 paper will explore one of these opportunities from your experience, combining both your personal experience and your access to marketing theory. To do this in depth, you are being tasked with picking something to use for the semester. 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 as you set up your very own self service apprenticeship. 

Pick an online service product that you will be able to use for 14 weeks. The product should be an online service such as 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 Performance Reviews.

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).

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 Performance Review

eMarketing Performance Review

Worth: 20%

Type: Individual

Words: 1500 words

Submission: via Turnitin

Due: 5pm Friday Week 11

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 (Part 1),

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

·        project to a different external point of view, with reference to marketing theory, where you explain how it works for marketing (Part 3).

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

Overview:

This is Part 2 of the 2 Part story. It’s the Sequel to the eMarketing Technology Analysis. Like any sequel, it needs to be bigger, better, more expensive graphics, and a call back to the first chapter. 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 Technology Analysis to the outcomes you achieved. 

You’ll be examining three things

·        Plans versus Performance

·        The User Experience (with theory).

·        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.  Detailed guide will be provided on Wattle.

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

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 (8th Nov 2021)

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 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

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 chance to use the wonderful ANU provided ePortfolio platform. Detailed guide available on the Wattle site.

Adjectively 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. 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 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

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 (Performance and Engagement) will have a mid-semesterreview including self assessment, and opportunity access review.

Assessment 2 (Emarketing Technology Analysis) and 3 (eMarketing Performance 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 an item.

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 Diversity 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