MKTG30009
Internet Marketing
SUBJECT GUIDE
Semester 2 2014
Prepared by
Jessica Vredenburg
Department of Management and Marketing
Faculty of Business and Economics 2
Contents
CONTENTS .................................................................................................................................................................2
SUBJECT OUTLINE..................................................................................................................................................2
INTRODUCTION ..........................................................................................................................................................2
SUBJECT AIMS ...........................................................................................................................................................3
PRESCRIBED REFERENCES .........................................................................................................................................3
LEARNING OUTCOMES .........................................................................................................................................3
SUBJECT OBJECTIVES ................................................................................................................................................3
GENERIC SKILLS........................................................................................................................................................3
PREREQUISITES.......................................................................................................................................................4
ACADEMIC STAFF CONTACT DETAILS............................................................................................................4
SUBJECT COORDINATOR CONTACT DETAILS .............................................................................................................4
HEAD TUTOR CONTACT DETAILS ..............................................................................................................................4
TUTOR CONTACT DETAILS ........................................................................................................................................4
EMAIL PROTOCOL......................................................................................................................................................4
LECTURES AND TUTORIALS................................................................................................................................5
LECTURE TIMES.........................................................................................................................................................5
LECTURE PARTICIPATION REQUIREMENTS ................................................................................................................5
LECTURE SLIDES .......................................................................................................................................................5
USING LECTURE CAPTURE (ECHO 360) .....................................................................................................................5
LECTURE SCHEDULE..................................................................................................................................................6
TUTORIAL TIMES .......................................................................................................................................................7
TUTORIAL PARTICIPATION REQUIREMENTS...............................................................................................................7
TUTORIAL SCHEDULE ................................................................................................................................................7
ASSESSMENT.............................................................................................................................................................8
ASSESSMENT OVERVIEW ...........................................................................................................................................8
EXAM POLICY..........................................................................................................................................................10
USING THE ASSIGNMENT TOOL ...............................................................................................................................10
PLAGIARISM AND COLLUSION .................................................................................................................................10
PENALTIES FOR LATE SUBMISSION AND EXCEEDING WORD LIMITS........................................................................11
SPECIAL CONSIDERATION........................................................................................................................................11
REFERENCING..........................................................................................................................................................11
OTHER SUBJECT RESOURCES...........................................................................................................................12
ONLINE TUTOR........................................................................................................................................................12
LMS DISCUSSION BOARD........................................................................................................................................12
ACADEMIC SKILLS...................................................................................................................................................13
Subject Outline
Introduction
Welcome to Internet Marketing!3
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. Key issues include: what is different about marketing on the
Internet, what makes a successful online business model, and how consumers behave online.
Other topics include: building customer relationships online, search engine optimisation and
performance of online marketing, social media sites, and Internet advertising.
Subject Aims
The overall aim of this subject is to equip students with the knowledge and skills needed to
implement and execute a successful online marketing campaign using the principles of
Internet marketing.
Prescribed References
Chaffey Dave, Ellis-Chadwick Fiona, Mayer Richard, Johnston Kevin (5th ed.) Digital
Marketing: Strategy, Implementation and Practice. Edinburgh Gate: England: Pearson.
Learning Outcomes
Subject Objectives
To view the subject objectives and the generic skills you will develop through successful
completion of this subject, please see the University Handbook:
https://app.portal.unimelb.edu.au/CSCApplication/view/2013/MKTG30009
To view the learning goals, generic skills and graduate attributes for your degree, please
locate the University Handbook entry for your degree at: http://handbook.unimelb.edu.au/
Generic Skills
In this subject you will have the opportunity to develop important generic skills. These
include:
• Interpretation and analysis of information through the application of conceptual
frameworks
• Collaborative learning and teamwork
• Oral communication
• Written communication 4
Prerequisites
MKTG10001 Principles of Marketing
Academic Staff Contact Details
Subject Coordinator Contact Details
Your coordinator for MKTG30009 is Jessica Vredenburg.
Email: vjessica@unimelb.edu.au
Room: 10.060
Phone: 9035 5269
Consultation Hours: Wednesday, 3:30-4:30
Head Tutor Contact Details
Your head tutor for MKTG30009 is Paul Hill.
Email: hip@unimelb.edu.au
Tutor Contact Details
Tutor: Jake Chen
Email: yuan.chen@unimelb.edu.au
Tutor: Ashleigh Druce
Email: ashleigh.druce@unimelb.edu.au
Email Protocol
Please note that we are only able to respond to student emails coming from a University
email address. Please do not use personal email addresses such as Yahoo, Hotmail or even
business email addresses. Emails from non-University email addresses may be filtered by the
University’s spam filter, which means that we may not receive your email. All
correspondence relating to this subject will only be sent to your University email address.
Note that you must first activate your University email address before you can send or
receive emails at that address. You can activate your email account at this link:
http://accounts.unimelb.edu.au/.5
While academic staff endeavor to address queries received via email, it is more appropriate to
resolve substantive questions during lectures and tutorials and during normal consultation
hours. With this in mind, we encourage students to attend all lectures and tutorials and to
familiarise themselves with the consultation hours offered by the lecturers and tutors in this
subject.
Lectures and Tutorials
Lecture Times
MKTG30009 Wednesday 11:00am - 1:00pm Th: ERC Charles Pearson Theatre
Lecture Participation Requirements
This subject will be recorded, however you will be expected to attend each lecture and
tutorial and will be responsible for the lecture material should the technology fail.
Lecture Slides
Lecture slides will be placed on the LMS page for this subject following/prior to each lecture.
The lecture slides are located under the heading “Lectures”.
Using Lecture Capture (Echo 360)
Audio recordings of lectures delivered in this subject will be made available for review in the
days following each lecture. Audio recordings of lectures allow you to revise lectures during
the semester, or to review lectures in preparation for the end of semester exam.
You can access recorded lectures by clicking on the Lecture Recordings (or similar) menu
item in the LMS page for this subject.
To listen to lecture recordings, you must install QuickTime 7 (or a later version) on your
computer.
Please note that lecture recordings are not a substitute for attendance; rather they’re designed
for revision. On rare occasions the lecture capture system can fail to record the lecture due to
technical reasons. In such cases, the lecture recording will not be made available.6
Lecture Schedule
This section provides a timetable of lectures for the entire semester.
Week Date
Commencing
Topic Required Reading Further Reading
1 30 July Introduction to
Digital Marketing
Chapter 1
2 6 August Creating a Successful
Business Online
Chapter 2, Chapter 3 Business Model
Generation
3 13 August Digital Marketing
Strategy
Chapter 4 Porter: Strategy and
the Internet
4 20 August The Internet and the
Marketing Mix
Chapter 5
5 27 August Relationship
Marketing using
Digital Media
Chapter 6
6 3 September Digital Campaign
Planning
Chapter 8 Adwords
7 10 September Digital Channel
Selection
Chapter 9
8 17 September Site Design Chapter 7 Design Concepts
9 24 September Web Analytics &
Measuring Digital
Performance
Chapter 10 Core Web Analytics
Concepts
Google: Search
Engine Optimisation
NON TEACHING PERIOD
10 8 October Social Media & Viral
Marketing 1
Do Customer
Communities Pay
Off?
11 15 October Social Media & Viral
Marketing 2
Is Tech Eroding
Consumer Loyalty?
12 22 October Review7
Tutorial Times
Tutorials begin in week 2. Refer to the student portal for tutorial times.
Tutorial Participation Requirements
Each tutorial will involve the analysis of a case study broadly relating to the topic of the
lecture from the previous week. Your tutors will set questions for you to answer relating to
the case study in the tutorials. Please come to the tutorial having thoroughly read the case
study, and be prepared to engage in group discussion.
Tutorial Schedule
This section provides details of material that is covered in tutorials.
Week Tutorial Topic Case Study
1 No tutorial
2 Introduction to Internet Marketing BabyCenter: Creating a Social Brand
3 Creating a Successful Business Online MentorMob and the Reinvention of
Learning
4 Digital Marketing Strategy Killing Craigslist: Entrepreneurship in the
Online Apartment Rental Market
5 The Internet and the Marketing Mix New Napster Case Study 5 (text)
6 Relationship Marketing using Digital
Media
Home Depot and Interconnected Retail
7 Digital Campaign Planning Motorcowboy: Getting a Foot in the Door
8 Digital Channel Selection Bank of America: Mobile Banking
9 Site Design Harvard Business School Executive
Education: Balancing Online and Offline
Marketing
10 Web Analytics & Measuring Digital
Performance
Slanket: Responding to Snuggie's Market
Entry
11 Social Media & Viral Marketing 1 Social Strategy at American Express
12 Social Media & Viral Marketing 2 Better Homes & Gardens Real Estate:
B2B and B2C Social Media Marketing 8
Assessment
Assessment Overview
Your assessment for this subject comprises the following:
Assessment Task Individual or
Group
Due Weighting
Assignment 1 Group October 8, 2104 40%
End-of-semester exam n/a Assessment period 60%
Assignment: Internet Business Plan
This is a team assignment (you may work in a team of three, or in pairs). Please ensure all
members of the team have the same tutor. You may form teams at any time, or in week 2
and 3 tutorials.
Your assignment is to develop an Internet marketing plan for a new product or service to be
sold over the Internet. You will be required to submit an electronic copy of the plan for
marking (40%).
Thee final report is due 8 October (week 10) by 5pm. Assignments submitted after this date
may incur a penalty (see below for more information).
Assignment Extensions must be applied for through the student center. In most cases you
will be required to produce evidence for your reason for wanting an extension. Please ensure
you have a valid reason for applying for an extension –if your extension is refused you risk
incurring a penalty if your assignment is submitted late.
Sections
Below are the sections of the marketing plan. In each section, pay particular attention to the
uniqueness of the Internet in contrast to more traditional channels.
Elevator Pitch
What does your product do exactly? Should be one or two sentences. Explain what it does,
and what problem it solves. The aim is to provide a hook so people want to know more.
5 Marks
Business Description
What does your product do? How does it work? What makes it interesting? 9
What problem does it solve (or how does it bring people together in a meaningful way)?
Why is your product the best solution to solve it?
15 Marks
What are the benefits of using your product/service? (and what features provide these
benefits). What’s your value proposition (why would someone use your product)?
Who are your competitors? What is your competitive advantage?
15 marks
Describe your revenue model. How does it make money?
Who are your customers? How big is the market?
15 marks
Customer acquisition strategy (Marketing Strategy)
How will you plan to use the Internet to build brand awareness Describe your strategy for
getting customers
Describe how you will keep customers (build customer loyalty)
50 marks
Assignments will be marked out of 100.
Notes
Quality of ideas will have a significant impact on marking and your final grade. High quality
ideas are those that are feasible, well thought through, realistic, and compelling.
Although you are not given a budget, please be realistic (you do not have 1 billion dollars).
You can assume you have some type of financing to market your business.
Layout
Bibliography and Appendices: Cite your sources if relevant (industry stats etc). Use APA
style of citation.
Word Count: Max 5000 words, excluding appendices and bibliography.
Colour: Do not use colour in your plan. You are required to submit your assignment using
the assignment tool. The university no longer prints anything in color. 10
Typeface/Paragraph: Use Times New Roman, Garamond, or other serifed font, size 12,
and double-spaced with 2cm margins.
Exam Policy
The Faculty requires that you are available for the entire examination period. Supplementary
exams will not be provided in cases of absence during the examination period, unless the
absence is due to serious illness or other serious circumstances. See the Special
Consideration web site for more information:
http://fbe.unimelb.edu.au/csc/assistance/special_consideration
The examination period for this semester is 3 November to 21 November
Using the Assignment Tool
The Assignment Tool allows you to submit your assignment to your lecturer online from
home or from any of the student labs on campus.
During the course of the semester, you’ll be asked to submit one or more assignments in
electronic format into the Assignment Tool. You can access the Assignment Tool by clicking
on Assignment Tool in the navigation menu from the LMS page for this subject.
Please note that you are required to keep a copy of your assignment after it has been
submitted, as you must be able to produce a copy of your assignment at the request of your
tutor or lecturer at any time after the submission due date.
Plagiarism and Collusion
Presenting material from other sources without full acknowledgement (referred to as
plagiarism) is heavily penalised. Penalties for plagiarism can include a mark of zero for the
piece of assessment or a fail grade for the subject.
Plagiarism is the presentation by a student of an assignment identified as his or her own work
even though it has been copied in whole or in part from another student’s work, or from any
other source (e.g. published books, web-based materials or periodicals), without due
acknowledgement in the text.
Collusion is the presentation by a student of an assignment as his or her own work when it is,
in fact, the result (in whole or in part) of unauthorised collaboration with another person or
persons. Both the student presenting the assignment and the student(s) willingly supplying
unauthorised material are considered participants in the act of academic misconduct.
See http://academichonesty.unimelb.edu.au/ for more information.11
Penalties for Late Submission and Exceeding Word Limits
In order to ensure equality for all students, assignments must be completed within specified
time limits. Late submissions will attract a marking penalty where approval for late
submission has not been given.
Assignments that exceed word limits may also attract a marking penalty.
Exceeding word limit on a longer assignment
Assignments that exceed the word limit by more than 10%, inclusive of footnotes, attract a
marking penalty of 10% of the marks that would otherwise have been awarded.
Assignments that exceed the word limit by 25% or more may attract a higher penalty,
including a cap on the maximum grade awarded. For example, an assignment with a limit of
2000 words will be marked down by 10% if there are more than 2200 words. If there are
2500 words or more, the maximum result that may be awarded is an H2B.
A subject co-ordinator may permit a student to exceed the word limit if the student can
demonstrate that the work is genuinely outstanding and original, and permitting a student to
do so does not disadvantage other students who were required to conform to the word-limit.
Permission must be granted prior to the submission date.
• For essays/assignments submitted after the due date, the mark awarded will be reduced
by 10% for each day the work is late.
• For assignments submitted later than 5 working days (or 1 week if due on a weekend)
after the due date will not be marked and will receive no marks.
Special Consideration
Students who have been significantly affected by illness or other serious circumstances
during the semester may be eligible to apply for Special Consideration.
The following website contains detailed information relating to who can apply for Special
Consideration and the process for making an application:
http://fbe.unimelb.edu.au/csc/assistance/special_consideration
Referencing
All sources used for a written piece of assessment must be referenced. This is to
acknowledge that your material is not based entirely on your own ideas, but is based, in part,
on the ideas, information, and evidence of others. This is desirable as you are attending
University in order to learn from others.
You will be required to use the APA system or Harvard System of referencing. The FBE
Centre for Excellence in Learning and Teaching (CELT) has prepared a booklet for each 12
system specifically to assist students to reference correctly. Each booklet contains many
examples that will help you when preparing your assignments. The booklets can be found
here:
http://fbe.unimelb.edu.au/__data/assets/pdf_file/0006/647583/Basic_referencing_APA_syste
m.pdf and
http://fbe.unimelb.edu.au/__data/assets/pdf_file/0007/647584/Harvard_Referencing.pdf
It is important that all material you present for assessment is referenced correctly. Material
that has not been referenced correctly may be considered to be plagiarised, and as such may
be penalised. We will also look for evidence that material included in the bibliography has
been used in the assignment. Including references that have not been used may also result in
your assignment being penalised.
Other Subject Resources
Online Tutor
The Online Tutor allows you to direct questions to your tutor/lecturer via the LMS. The
Online Tutor can be accessed 24 hours a day, 7 days a week. Tutors will attempt to answer
your question within 24 hours (weekdays only).
Your questions and the tutor’s answers can be accessed by all students in the subject,
allowing everyone to benefit from the question and answer. Importantly, your identity will
not be revealed to other students. Even if you don’t want to ask a question, you can still view
existing questions and answers.
Note that the Online Tutor is not designed to replace attendance at tutorials, but rather to
complement the tutorial process. Also, simple questions that can be answered by referring to
the prescribed readings will not usually be answered. You can access the Online Tutor via the
Online Tutor link, located in the navigation menu of this subject’s LMS page.
LMS Discussion Board
The Discussion Board for this subject can be accessed via the LMS subject page and allows
you to post messages and read messages at any time. All students are free to communicate
with each other using the Discussion Board by posting, reading, and replying to messages.
The discussion forum is organised into threads (conversations within a topic). Messages are
posted by starting a new thread or replying to an existing posting. To access the Discussion
Board, click on the Discussion Board located in the navigation menu of the LMS page for
this subject.
Always be polite when asking questions or posting replies. Impolite language will not be
tolerated. The lecturer reserves the right to ban students who use inappropriate/impolite
language from using the Discussion Board.13
Note that the Discussion Board is different to the Online Tutor in that only your lecturer or
the designated online tutor can respond to questions. If you have a question that you want to
ask your lecturer or tutor, please use the Online Tutor rather than the Discussion Board.
Academic Skills
http://services.unimelb.edu.au/academicskills
Academic Skills helps all undergraduate and graduate students develop their academic
literacy, including:
• researching and writing essays, reports and theses
• preparing for exams and oral presentations
• employing effective study strategies.
They also offer support services for students who need help with English language skills.
Academic Skills teaches seminars and workshops, offers online programs and other resources
and sees students for individual tutorials.
Academic skills advisers can be found in the student centres. Please contact your student
centre to make a booking for an individual tutorial.
Academic Skills is also in the Student Services department at the University of Melbourne.
For enquiries, phone 8344 0930 (Tuesdays, Wednesdays and Fridays) or send an email.