BMA684 Electronic Marketing

Transcription

1 BMA684 Electronic Marketing Semester 1, 2011 Tommy Wong CRICOS Provider Code: 00586B 1

2 Contact Details Unit Coordinator: Campus: Tommy Wong Hobart Room Number: Phone: Fax: Consultation Time: By Appointment 2

3 Contents Contact Details Page 2 Unit Description Page 4 Intended Learning Outcomes and Generic Graduate Attributes... Page 5 Learning Expectations and Teaching Strategies Approach. Page 7 Learning Resources Page 7 Details of Teaching Arrangements. Page 10 Assessment Page 10 Submission of Coursework Page 17 Academic Misconduct and Plagiarism Page 18 Workshop Program... Page 19 Study Schedule Page 21 3

4 Unit Description The increasing use of the Internet and other digital media by both businesses and consumers is having a profound effect upon the facilitation of trade and communication globally. For consumers, these advancing technologies provide information, convenience, and a much wider choice of products, services and prices from worldwide suppliers. For businesses, these technologies provide new channels to market their products and services and an opportunity to expand into new markets. As the Internet continues to grow at an exponential rate, many argue that the field of marketing has been irrevocably transformed. Marketing theorists and practitioners are beginning to recognise the need to utilise and combine new technologies with traditional practices and, where necessary, to modify previously established marketing strategies and techniques. The aim of this unit is to assist students to acquire a deeper understanding of the Internet environment, the electronic marketing concepts, techniques and processes, and to equip them with a working knowledge of how to effectively integrate online tools into traditional marketing practices. This unit will commence with an overview of the broad concepts of marketing, putting in place a foundation upon which to base subsequent discussion during the course. Before exploring marketing strategy and how this is implemented through the customer's experience in more detail, we will consider the way in which the market opportunity may be identified and defined in this new environment. The impact of the Internet upon the fundamentals of the marketing mix, the 7 Ps (product, promotion, price, place, people, process and physical evidence) will be explored, but we will also take into consideration the importance of ongoing relationships, the creation of online communities and the overarching process of branding. This discussion culminates in a look at the design of a marketing program. Throughout, the unit will emphasise the impact emerging interactive technologies have on the design and information technology of electronic marketing, and the implications for marketing strategy. As a marketing unit, the focuses are upon the impact of the Internet with regard to marketing theory and practice rather than the technical programming and design aspects of associated information systems. Pre-Requisite/Co-Requisite Unit(s) Nil Enrolment in the Unit Unless there are exceptional circumstances, students should not enrol in BMA units after the end of week two of semester, as the School of Management cannot guarantee: That any extra assistance will be provided by the teaching team in respect of work covered in the period prior to enrolment; and That penalties will not be applied for late submission of any piece or pieces of assessment that were due during this period. 4

5 Intended Learning Outcomes and Generic Graduate Attributes Learning Outcomes Assessment Criteria In assessing this learning outcome I will be looking at student ability to: Assessment Methods Graduate Attribute Outcomes Critical evaluation of how fundamental marketing theories and practices may be challenged through the marketplace environment of the Internet Consider the various online marketing tools and explore how associated strategic levers may be implemented as part of the electronic marketing program Display an understanding of the fundamental marketing theories and practices in an online marketing environment. Identify and discuss how traditional marketing theories and practices can be challenged by the advancement of the Internet and how companies can overcome such challenges. Conduct independent research on the use of contemporary online marketing tools. Display an understanding of the integrated marketing communication concept and analyse how companies can create synergy from its various marketing tools. Discussion papers and major group assignment Discussion papers and major group assignment In-tutorial test, discuss papers, and major group assignment Discussion papers and major group assignment In-tutorial Test Knowledge (1): Basic, broad subject knowledge specific to their discipline of study and the ability to apply that knowledge to diverse business situations. Problem-solving (2): Effective problem-solving skills including the ability to apply business related theories, models and methods and logical thinking to a range of multi-dimensional business related problems. Group Meetings Knowledge (2): basic lifelong learning skills in pursuit of professional development. Communication (3): Ability to engage in persuasive, succinct oral and written discussions to communicate and defend a position held both individually and as part of a group, and to effectively respond to audience questions. Global Perspective (3): Group and interpersonal skills to sensitively connect, collaborate and negotiate with people from diverse global cultures and backgrounds in a professional context. Social Responsibility (1); Ability to apply the ethical requirements of University study. Identify and understand the global trends and critical issues in electronic marketing within the Internet marketing landscape and how these can be managed within a particular industry Identify and analyse marketing issues in the current global digital marketing landscape. Discuss the application and limitations of electronic marketing in a specific sector within the selected industry(ies). Discussion papers, group meetings, and major group assignment Major group assignment Discussion Papers Knowledge (3): Ability to transfer knowledge to complex and uncertain business situations and transmit that knowledge to professional peers for critical discussion. Problem-solving (3): Ability to apply logical, critical and creative thinking to complex business related problems. Ability to locate, analysis, evaluate and effectively use information from a range of media and in a number of different formats. Major Group Assignment Knowledge (3): Ability to transfer knowledge to complex and uncertain business situations and transmit that knowledge to professional peers for 5

6 Write clearly using the lexicon/language of marketing. Discussion papers and major group assignment critical discussion. Problem-solving (3): A critical grasp of integrated and different theoretical frameworks and practices and the ability to apply them to problem resolution in a business context. Communicate electronic marketing strategy and theory and practice Communicate clear and plausible electronic marketing strategies and discussions. Discussion papers, group meetings, and major group assignment Ability to locate, analysis, evaluate and effectively use information from a range of media and in a number of different formats. Communication (3): Written communication skills to create clear and detailed analyses and non biased recommendations for executives and CEO s. Global Perspective (2): Ability to evaluate and incorporate the influence of the global environment in business analyses. Social Responsibility (2-3): Social responsibility through consideration of social groups in business practices. 6

7 Learning Expectations and Teaching Strategies/Approach On completion of this unit, you will be able to: Identify and discuss various electronic marketing theories and practices that support online business decision-making; Identify and understand the key trends and critical issues in electronic marketing within the Internet marketing landscape and how these can be managed within a particular industry; Illustrate the manner in which electronic marketing programs may be implemented in conjunction with traditional practices to secure competitive advantage in a rapidly changing environment; Provide a basic framework to enable the design of electronic marketing programs. In order to achieve these learning outcomes, the unit will comprise a 12 week lecture series and an 11 week tutorial program (see PP for details). The assessment of the learning outcomes will occur through four pieces of assessment: 1 In-tutorial Test, 5 Individual Discussion Papers, 4 Group Meetings, and 1 Major Group Assignment. Expectations The University is committed to a high standard of professional conduct in all activities, and holds its commitment and responsibilities to its students as being of paramount importance. Likewise, it holds expectations about the responsibilities students have as they pursue their studies within the special environment the University offers. The University s Code of Conduct for Teaching and Learning states: Students are expected to participate actively and positively in the teaching/learning environment. They must attend classes when and as required, strive to maintain steady progress within the subject or unit framework, comply with workload expectations, and submit required work on time. Occupational Health and Safety (OH&S) The University is committed to providing a safe and secure teaching and learning environment. In addition to specific requirements of this unit you should refer to the University s policy at: Learning Resources Prescribed Texts Chaffey, D., Ellis-Chadwick, F., Mayer R. & Johnston, K. (2009). Internet marketing: Strategy, implementation and practice (4 th ed.). England: Financial Times Prentice Hall. 7

8 Recommended Texts Chaffey, D Total marketing: Maximizing your results from integrated e-marketing. Burlington, MA: Elsevier. Chaffey, D., Mayer, R., Johnston, K. & Ellis-Chadwick, F Internet marketing: Strategy, implementation and practice. London: Pearson Education. Hanson, W. & Kalyanam, K Internet marketing & e-commerce. Mason, OH: Thomson/South Western. Harris, L. & Dennis, C Marketing the e-business (2 nd ed.). New York: Routlege. Kotler, P Principles of marketing. NSW: Pearson Prentice Hall. Kotler, P. & Keller, K, L Marketing management. NJ: Pearson Prentice Hall. Miletsky, J Principles of Internet marketing: New tools & methods for web developers. Boston: Cengage Learning. Roberts, M Internet marketing: Integrating online & offline strategies (2 nd ed.). Australia: Thomson. Strauss, J., Frost, R. & El-Ansary, A E-marketing (4 th ed.). Upper Saddle River, New Jersey: Prentice Hall. Journals and Periodicals Apart from books, you will find it valuable to get into the practice of reading relevant articles from journals and periodicals (including newspapers and magazines). The following refereed journals publish articles concerning marketing issues related to business and management practice. Electronic Markets European Journal of Marketing International Journal of Information Management International Journal of Internet Marketing and Advertising International Journal of Electronic Commerce Journal of Database Marketing and Customer Strategy Management Journal of Interactive Marketing Journal of Marketing Journal of Marketing Management Journal of Retailing Sloan Management Review Harvard Business Review 8

9 Useful Websites American Association of Advertising Agencies: American Marketing Association: Asiaone Digital: Asia Internet: Australian IT: Australian Financial Review: B&T Weekly (Incorporating Professional Marketer): Business Review Weekly: E-Marketer: The Business Times: ACNielsen: Australian Bureau of Statistics: http: Forrester Research: Jupiter: Gartner Group: comscore Media Metrix: O Reilly: Stanford Web Credibility Research: My Learning Online (MyLO) MyLO software has been incorporated into the delivery of this unit to enhance the learning experience by providing access to up to date course materials and by allowing for online discussion through this web based environment. To access MyLO from your own computer you will need the appropriate software, and hardware to run that software. See Learning Online at for computer software you will need. Note: Older computers may not have the hardware to run some of the required software applications. Contact your local IT support person or the Service Desk on if you experience difficulties. The School of Management has prepared a MyLO Information Sheet which includes access guidelines and contact information. It is available to download as a word document from the School of Management website: Privacy Policy and Notice The School of Management takes the utmost care to protect the privacy and security of your personal information and to ensure its accuracy. If you have any concerns about your privacy in MyLO please contact the unit coordinator of this unit or view the University of Tasmania MyLO Privacy Policy Statement available from the university website on 9

10 Details of Teaching Arrangements Lectures There will be a series of 12 lectures held weekly throughout the semester (with the exception of the School of Management Study Week in Week 9) Tutorials There will be a series of 11 tutorials held weekly throughout the semester (with the exception of the School of Management Study Week in Week 9). The tutorial program will commence in Week 2. All students are required to enrol in a tutorial for this unit. Tutorial enrolments will be completed through MyLO during the first week of semester. Students who have not enrolled in a tutorial by the end of week one of semester will be allocated to a tutorial by the Unit Coordinator. Communication, Consultation and Appointments Consultation with the lecturer will be by appointment. Study Week This unit is scheduled to include a study week. The purpose of the study week is to allow students the opportunity to consolidate their studies thus far, and to research coming assignments. The study week for this unit will be held in week 9. Assessment Assessment Schedule In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total available marks. Details of each assessment item are outlined below. Assessment Item Value Due Date Length In-tutorial Test 20 marks Tutorial in Week 8 40 multiple choice questions - 45 minutes In-tutorial Group Meetings 10 marks Weeks 4, 7, 10 & minutes Discussion Papers** 25 marks Weeks 3, 5, 6, 11 & words maximum* per paper Major Group Assignment 45 marks Wednesday 1 st of June 2:00 pm 3,000 words maximum* * Word Limit: The word count includes such items as headings, in-text references, quotes and executive summaries. It does not include the reference list at the end of the assignment. **Topics for discussion papers are listed on page

11 Assessment Item 1 In-tutorial Test Task Description: Task Length: Students are required to sit an in-tutorial test covering chapters 1 to 6 of the prescribed text book. 40 multiple choice questions (45 minutes) Due Date: Tutorial in Week 8 Value: 20 marks Assessment Item 2 Group Meetings Task Description: Students are required to form major assignment groups of a minimum of three and a maximum of four students and hold group meetings during tutorial sessions in Weeks 4, 7, 10 & 12 Meetings must be held during tutorials in weeks 4, 7, 10 & 12. Each member of the group must organise and chair one of the 4 meetings. Each chairperson must submit an electronic copy of the formal agenda and minutes of the meeting to the lecturer by 12pm the day after each meeting. (A copy of a sample agenda and minutes template will be available on MyLO prior to week 2). Late submission of agenda and minutes will be penalised. 1.5 marks will be deducted from the responsible chairperson s 2.5 marks. The minutes must include the group s progress and each individual s achievement, or the lack thereof. The minutes of your first group meeting in week 2 will include the nominated chairperson for the remaining 3 meetings in weeks 7, 10 & 12. To get the full 10 marks for this assessment each group member must attend all 4 meetings. Note: Meetings are a vital part of an organisation s internal process. These meetings are designed to resemble a real-life working situation in an organisation. They are a function for your group to meet and plan your major group assignment s objectives. They also act as a forum where each individual can discuss the group s performance and/or individual s contributions toward the completion of the major group assignment. However, the usefulness of these meetings is highly dependent on how much effort you put into organising and managing the process. Task Length: A total of four group meetings (40 minutes each) Due Date: Weeks 4, 7, 10 & 10 Value: Each meeting is worth 2.5 marks and the total value of this assessment is 10 marks 11

12 Assessment Item 3 Discussion Papers Task Description: There are 5 discussion papers for this unit. Students are required to submit, in person, 5 individual discussion papers addressing 2 questions specifically assigned to each scheduled tutorial. Students will be randomly selected by the lecturer during each scheduled tutorial to lead discussions based on their discussion papers. Discussion papers are part of the overall academic assessment and to get the full 25 marks for this assessment, each student must submit all 5 individual discussion papers in person and be prepared to lead discussions during all scheduled tutorials. The topics for discussion papers are outlined below. Task Length: 150 words per discussion question (300 words maximum per paper) Due Date: Weeks 3, 5, 6, 11 & 13 Value: Each discussion paper is worth a total of 5 marks and the total value of this assessment is 25 marks Discussion paper marks allocation matrix % 60-80% 20-40% The discussion paper will provide a concise and clear discussion addressing all parts of the two questions. The report will demonstrate a detailed command of marketing language and concepts. The report will conform to the presentation standards set in the School of Management s essay presentation guide. The discussion paper will provide a concise discussion addressing all parts of the two questions. The discussion paper will consist of all or some of the following: spelling errors, exceeding word limit, and poor presentation. The discussion paper will demonstrate limited understanding of the topics and fail to address all parts of the two questions. The discussion paper will consist of all or some of the following: spelling errors, exceeding word limit, and poor presentation. Discussion paper 1(chapters 1 & 2) Due Date: Week 3 Length: 300 words Value: 5 marks Question 1 Distinguish between Internet marketing and e-marketing. Question 2 What types of channel conflicts are likely caused by the Internet? 12

13 Discussion paper 2 (chapters 3 & 4) Due Date: Week 5 Length: 300 words Value: 5 marks Question 1 Summarise how each of the micro-environment factors may directly drive the content and services provided by a web site. Question 2 What is meant by the Internet contribution, and what is its relevance to strategy? Discussion paper 3 (chapters 5) Due Date: Week 6 Length: 300 words Value: 5 marks Question 1 What are some of the implications of the Internet for price? Question 2 Summarise the implications of the Internet on each of the four Ps (product, price, place and promotion) of the marketing mix. Discussion paper 4 (chapters 6&7) Due Date: Week 11 Length: 300 words Value: 5 marks Question 1 Use examples to explain why the Internet is a suitable medium for relationship marketing. Question 2 Name and use examples to explain four characteristics of the information content of a site that will govern whether a customer is likely to return to a web site. Discussion paper 5 (chapters 8&9) Due Date: Week 13 Length: 300 words Value: 5 marks Question 1 Describe the unique characteristics referred to in chapter eight of digital media in contrast to traditional media. Question 2 Briefly explain and give examples of online promotion and offline promotion techniques. 13

14 Assessment Item 4 Major Group Assignment Task Description: This assignment requires your group to develop marketing strategies for a web-based firm, chosen from the list below, with a product/service to be sold online. Specifically, you are required to provide a critical analysis of how you intend to make strategic use of the marketing levers associated with the 7 Ps (product, promotion, price, place, people, process and physical evidence) to sell your product/service online. In your discussion, consider the importance of situation analysis, customer relationships and experience, highlighting particular strengths of your chosen strategies and evaluation processes. Browse the Internet to familiarise yourself with the nature of marketing strategies employed by a number of entities active in your chosen product area. Carefully consider the target market and the positioning strategy of your firm. Task Length: Due Date: Value: Choose one (1) of the following firms: 1. An Australian-based website offering online conferencing/meeting services to business people in Australia. 2. Software as a Service (SaaS) company based in Sydney with an international growth strategy. The company is aimed at servicing SMEs. 3. A mobile phone accessory (covers, screen protectors, etc) website based in Shenzhen (China) with an international growth strategy. The products are aimed at teenagers (aged 14-18). This major group assignment is expected to have a strong focus on current development of the Internet and take an in-depth view of your chosen firm operates within a best practice electronic marketing approach. There is no one best approach to this assignment, however you are expected to demonstrate your understanding of the concepts and processes underpinning electronic marketing as a discipline. The group s work should reflect the equal contributions of all members. Each member will receive the same mark unless it can be demonstrated universally by the other members that a particular group member did not contribute, in which case differential marks may be awarded. The assignment should be presented in the form of a report, and the word limit includes such items as headings, in-text references and quotes. It does not include the reference list at the end of the assignment. You are not required to define any of the marketing theories in your assignment. You are required, however, to fully reference the case facts you report in your assignment. You are expected to support your report with a minimum of fifteen (15) references from relevant academic texts (including your prescribed text), contemporary academic journals, professional journals and/or professional magazines. Avoid referencing coursework from other universities or from dubious websites. An executive summary and contents page are NOT required. 3,000 words Wednesday 1 st of June 2:00pm 45 marks 14

15 Criteria 100% 80% 60% 40% 20% The Introduction. Identify and analyse issues in both external and internal environments. Identify and analyse issues in segmentation and positioning. Total 10 marks Use SMART objective setting framework to generate and justify marketing objectives Total 10 marks Generate and justify marketing strategies Total 15 marks The Introduction will provide a concise identity of the company and clear purpose of its business. The Environmental Analysis including the SWOT analysis will provide critical insights into the target firm, their competitors, and their defined market/target customers. The Marketing Objectives will provide a range of logical and plausible goals based on the information and the critical insights presented in the Environmental Analysis. The SMART objectives in the plan will be entirely consistent with SMART framework presented in the unit. Insightful and plausible 7Ps strategies are generated and justified that demonstrate an extremely perceptive synthesis of theory and issues analysis to achieve all SMART objectives with The Introduction will provide a concise identity of the company and the purpose of its business and the Environmental Analysis including the SWOT analysis will provide insights into the target firm, their competitors, and their defined market/target customers. The Marketing Objectives will provide a range of logical and practical goals based on the information presented in the Environmental Analysis. The SMART objectives in the plan will be consistent with SMART framework presented in the unit. Insightful and plausible 7Ps strategies are generated and justified that demonstrate perceptive synthesis of theory and issues analysis to achieve all SMART objectives with specific The Introduction will provide an identity of the company and the purpose of its business and the Environmental Analysis including the SWOT analysis and will provide a description of the target firm, their competitors, and their defined market/target customers. The Marketing Objectives will provide a range of goals that are largely logical and practical based on the information presented in the Environmental Analysis. The SMART objectives in the plan will be largely consistent with SMART framework presented in the unit. Plausible and mostly insightful 7Ps strategies are generated and justified that demonstrate synthesis of theory and issues analysis to achieve most SMART objectives with some focus to The Introduction will provide incomplete information of the company and the purpose of its business and the Environmental Analysis including the SWOT analysis and will provide limited description of the target firm, their competitors, and their defined market/target customers. The Marketing Objectives will provide a range of goals that are based on some of the information presented in the Environmental Analysis. The SMART objectives in the plan will be largely consistent with SMART framework presented in the unit. Some plausible 7Ps strategies are generated and justified that demonstrate a reasonable synthesis of theory to achieve some SMART objectives with limited focus to enhance The Introduction will provide minimal information of the company and the purpose of its business and Environmental Analysis including the SWOT analysis will provide no insights (critical or descriptive) into the target firm, their competitors, and their defined market/target customers. The Marketing Objectives will provide an incomplete summary of goals partly based on the information presented in the Environmental Analysis. The SMART objectives in the plan will demonstrate little if any understanding of the SMART framework presented in the unit. Some 7Ps strategies are generated and partly justified that demonstrate a partial synthesis of theory and issues analysis to achieve limited SMART objectives with no focus to enhance 15

16 Generate and justify marketing control and evaluation processes Total 5 marks Writing using academic language and structure and adhere to referencing conventions and acknowledging sources Total 5 marks specific focus to enhance customer experience and satisfaction. A wide range of control and evaluation processes applied to all issues identified. The critical measures will include vital contents covered in the special lecture in week 11. Logical structure and a coherent, concise and fluent argument in marketing specific academic language. Acknowledge all relevant sources. Accurate and consistent referencing system focus to enhance customer experience and satisfaction. Relevant control and evaluation processes applied to most issues identified. The critical measures will include some contents covered in the special lecture in week 11. Logical structure and a coherent, concise well developed argument in marketing specific academic language. Acknowledge all relevant sources. Accurate and consistent referencing system enhance customer experience and satisfaction. Mostly relevant control and evaluation processes applied to most issues identified. The critical measures will include limited contents covered in the special lecture in week 11. Well organised argument, mostly logical, concise and coherent, and in marketing specific academic language. Acknowledge all relevant sources. Mostly accurate referencing system customer experience and satisfaction. Some appropriate control and evaluation processes applied to most issues identified. The programme fails to include any of the contents covered in the special lecture in week 11. Argument generally organised and coherent and generally in marketing specific academic language. Acknowledge most relevant sources. Reasonably accurate referencing system. customer experience and satisfaction. Opinion and some appropriate control and evaluation processes applied to limited issues identified. Argument partially organised and sometimes coherent with some marketing specific academic language. Acknowledge some sources. Some referencing conventions followed Major Group Assignment: Marks Allocation Matrix (Total 45%) 16

17 Special Consideration and Student Difficulties If a student is experiencing difficulties with their studies or assignments, have personal or life planning issues, disability or illness which may affect their course of study, they are advised to raise these with their lecturer or the Postgraduate Academic Adviser in the first instance. The Postgraduate Academic Adviser can provide assistance with academic issues arising from your studies and identify appropriate support for general personal issues. The Postgraduate Academic Adviser is located in Room 320b in the Commerce Building in Hobart and can be contacted by phone on Should a student require assistance in accessing the Library, visit their website for more information at Submission of Coursework Lodging Coursework All Coursework must have the School of Management Assignment Cover Sheet and Title Page attached, both of which are available as a blank template from the School of Management website: All assignments must include the tutor s name on the assignment Cover Sheets when they are submitted. If this is not done the assignment will not be accepted and therefore marked. Please remember that you are responsible for lodging your Coursework on or before the due date. We suggest you keep a copy. Even in the most perfect of systems, items sometimes go astray. Assignments must be submitted electronically through the relevant assignment drop box in MyLO and a hard copy of the assignment must be lodged in assignment box at room 316, Commerce & Economics building at 2.00 pm on the due date. Requests for Extensions Written Coursework: Extensions will only be granted on medical or compassionate grounds and will not be granted because of work or other commitments. Requests for extensions should be made in writing to the unit coordinator prior to the due date. Medical certificates or other evidence must be attached and must contain information which justifies the extension sought. Late assignments which have not been granted an extension will, at the lecturer s discretion, be penalised by deducting ten per cent of total marks for each full day overdue. Assignments submitted more than five days late will normally not be accepted by the unit coordinator. In-class Tests: Students who are unable to sit a test on medical or compassionate grounds (work or other commitments are not considered 'compassionate grounds') may request that they be permitted to submit alternative Coursework. Please do not expect a special test to be held for you if you choose to go on holidays or undertake other activities on the scheduled date. If you do need to request alternative Coursework, you should do so in writing to the unit coordinator prior to the due date. Medical certificates or other evidence must be attached and must contain information which justifies the request. The telephone number of the doctor should also be included. 17

18 Faculty of Business Late Assessment Policy A full copy of the Faculty of Business late assessment policy is available from the Faculty homepage - Academic Referencing and Style Guide Students must obtain the following electronic publications which are available from the School of Management website: Writing Assignments: A Guide School of Management Referencing Style These resources should be used when completing coursework in this unit. Academic Misconduct and Plagiarism Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an assignment or an examination and any other conduct by which a student: (a) seeks to gain, for themselves or for any other person, any academic advantage or advancement to which they or that other person are not entitled; or (b) improperly disadvantages any other student. Students engaging in any form of academic misconduct may be dealt with under the Ordinance of Student Discipline, and this can include imposition of penalties that range from a deduction/cancellation of marks to exclusion from a unit or the University. Details of penalties that can be imposed are available in the Ordinance of Student Discipline Part 3 Academic Misconduct, see Plagiarism is a form of cheating. It is taking and using someone else s thoughts, writings or inventions and representing them as your own, for example: using an author s words without putting them in quotation marks and citing the source; using an author s ideas without proper acknowledgment and citation; or copying another student s work. If you have any doubts about how to refer to the work of others in your assignments, please consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity resources on the web at The intentional copying of someone else s work as one s own is a serious offence punishable by penalties that may range from a fine or deduction/cancellation of marks and, in the most serious of cases, to exclusion from a unit, a course or the University. The University and any persons authorised by the University may submit your assessable works to a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable 18

19 works may also be included in a reference database. It is a condition of this arrangement that the original author s permission is required before a work within the database can be viewed. For further information on this statement and general referencing guidelines, see or follow the link under Policy, Procedures and Feedback on the Current Students homepage. Workshop Program Note that the tutorial program does not commence until Week 2 of semester. Tutorial in this unit will follow a participative style of discussion and interactivity. Tutorials are an important part of your studies for this unit. You are required to prepare well for each tutorial in advance so that you can contribute to, and get the most from, tutorial discussion. Your contribution to tutorial discussion can be in various forms including, but not limited to, presenting your answers to the discussion papers, chairing and/or contributing to the in-tutorial group meetings, actively participating in group activities, posing questions, and making comments on other students answers. Part 1: Internet marketing fundamentals Week Two: House-keeping and major assignment groups forming. Group activity - discussion and reflection: o Do you need the Internet? Why? o How often do you use the Internet and how will your Internet use change over time? o Why do you like or dislike certain websites? Scenario analysis: o Students to calculate their own lifetime value to the various companies whose products they use on a regular basis. For example, if a student spends $15 a week at McDonald now, what is he or she worth to McDonald over the next ten year? And how can new technologies help companies maintain consumers as they grow older and their tastes change? Week Three: Selected students to lead discussions based on their discussion paper (1). Week Four: First assignment group meeting. Part 2: Internet strategy development Week Five: Selected students to lead discussions based on their discussion paper (2). Week Six: Selected students to lead discussions based on their discussion paper (3). Part 3: Internet marketing: Implementation and practice Week Seven: Second assignment group meeting. 19

20 Week Eight: In-tutorial test 40 multiple choice questions covering chapters 1 to 5 (40 minutes) Week Nine: School of Management Study Week Week Ten: Third assignment group meeting. Week Eleven: Selected students to lead discussions based on their discussion paper (4). Week Twelve: Fourth and final assignment group meeting Week Thirteen Selected students to lead discussions based on their final discussion paper (5). 20

21 Study Schedule Semester 1, 2011 Week Start of Week Text Chapter Topic Due Dates 1 21 February 1 Part one Introducing Internet marketing 2 28 February 2 The Internet micro-environment House-keeping & groups forming 3 7 March 3 The Internet macro-environment Discussion paper (1) 4 14 March 4 Part two Internet marketing strategy Group meeting (1) 5 21 March 5 The Internet and the marketing mix Discussion paper (2) 6 28 March 6 Relationship marketing using the Internet Discussion paper (3) 7 4 April 7 Part three Delivering the online customer experience Group meeting (2) 8 11 April 8 Campaign planning for digital media In-tutorial test (covering chapters 1 to 6) 9 18 April Study Week Mid-Semester 21 April -28 April May 9 Marketing communications using digital media channels 11 9 May 10 Evaluation and improvement of digital channel performance Group meeting (3) Discussion paper (4) May Special topic Guest lecture (guest/s and topic to be advised) Final group meeting (4) May 11&12 Business-to-consumer Internet marketing and Business-to-business Internet marketing Final discussion paper (5) No exam for this unit major group assignment dues on Wednesday the 1 st of June at 2:00pm A Calendar/Study Planner showing dates is available from School of Management website at 21