Internet Marketing – Assessment 2 .
Unit study package code: MKTG3003 Mode of study: Internal
Tuition pattern summary: Note: For any specific variations to this tuition pattern and for precise information refer to the Learning Activities section.
Online Class: 1 x 1 Hours Weekly Tutorial: 1 x 2 Hours Weekly
This unit does not have a fieldwork component.
Credit Value: 25.0
Pre-requisite units: 10850 (v.0) Marketing 100 or any previous version OR MKTG1000 (v.0) Discovering Marketing or any previous version
Co-requisite units: Nil
Anti-requisite units: Nil
Result type: Grade/Mark
Approved incidental fees: Information about approved incidental fees can be obtained from our website. Visit fees.curtin.edu.au/incidental_fees.cfm for details.
Unit coordinator: Title: Dr Name: Fazlul Rabbanee Phone: 08-92667735 Email: [email protected] Location: Building: 408 – Room: 2021
Teaching Staff:
Administrative contact: Name: Kelly Nowak Phone: 08-9266 3882 Email: [email protected] Location: Building: 408 – Room: 2014
Learning Management System: Blackboard (lms.curtin.edu.au)
Unit Outline
MKTG3003 Internet Marketing Trimester 2A, 2019
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
Page: 1 of 15 CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Acknowledgement of Country We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present. The Centre for Aboriginal Studies aspires to contribute to positive social change for Indigenous Australians through higher education and research.
Syllabus This unit introduces students to the digital marketing world. It broadens understanding of the non-technical aspects of the internet and world wide web. The unit explores and discusses how the online environment impacts marketing through identifying web-based opportunities and threats for firms. Furthermore the unit applies marketing strategies and functions to an online context.
Introduction The Internet has emerged as a key platform to facilitate business and communication on a global basis. It continues to grow at an exponential rate and is transforming the value chain of virtually every industry. Today millions of commercial Internet sites are doing business around the globe.
This unit introduces students to a range of marketing uses of the Internet based on strategies developed from academic research and practitioners’ experience. The aims of the unit are to:
1. Introduce students to the strategic uses of the Internet. 2. Familiarise students with hands-on Internet marketing tools by analysing firms’ e-marketing strategies. 3. Discover and disseminate the ways in which the e-marketing tools can be integrated into traditional marketing.
Unit Learning Outcomes All graduates of Curtin University achieve a set of six Graduate Capabilities during their course of study. These inform an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and capabilities which employers would value in a professional setting. Each unit in your course addresses the Graduate Capabilities through a clearly identified set of learning outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes notify you of what you are expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your knowledge of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have achieved all of these learning outcomes.
Your course has been designed so that on graduating you will have achieved all of Curtin’s Graduate Capabilities through the assurance of learning processes in each unit.
On successful completion of this unit students can: Graduate Capabilities addressed 1 Explain the internet marketing context: internet business models, performance
metrics and the role of strategic planning
2 Apply strategies of segmenting, targeting, positioning and differentiation
3 Evaluate an organization’s e-marketing strategies and tactics
4 Apply the marketing functions of product, pricing, distribution and communication
in an online environment
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
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The only authoritative version of this Unit Outline is to be found online in OASIS
Curtin’s Graduate Capabilities
Learning Activities The primary learning activities in this unit will be the works done by students in: (1) one group project on a firm’s e-marketing strategy, and (2) two individual projects focusing on a firm’s e-marketing plan and mapping consumer digital journey while buying a product online. Working on a firm’s e-marketing strategy involves developing an advertisement campaign using Google AdWords. It also involves utilizing the concepts and terminologies of the discipline, analyse the information available through the firm’s website and other internally generated information and a critical appraisal of the relevant strategies and tactics. The first individual assessment involves preparing an e-marketing plan for a selected firm or brand. The second individual assessment focuses on mapping how consumers go through different steps and/or touch points while buying a product in online and critically describe how the firm has used different digital marketing tools to facilitate consumers’ journey. In addition, there will be a number of class participation activities in the workshop that will involve presentations and general class discussions.
The lectures for this unit will be devoted to covering the materials presented in the textbook to provide students with the tools needed to successfully complete all the assignments of the unit and operate in an entry level e- marketing position with a firm. Workshops will be largely based on Google AdWords, discussion on weekly topics, assigned cases, reading materials and the assessments. Other key topics discussed in the unit include content marketing, e-mail marketing, SEO vs SEM, social media marketing and web analytics. It is important to prepare own self to attend the workshops in order to keep abreast of how the lecture and other discussion materials will be specifically applied to your group and individual projects. The workshop time will be devoted to:
1. Group activities, short case discussions, presentations and other student engagement activities.
2. Discussion on lectures and clarifying relevant issues from the lecture/reading materials.
Learning Resources Recommended texts
You do not have to purchase the following textbooks but you may like to refer to them.
l 1. R. Frost, A. K. Fox and J. Strauss (2019) E-Marketing, Routledge, International Student Edition, 8th Edition.
(ISBN/ISSN: 978-1-138-58836-3). 2. D. Chaffey and PR Smith (2017), Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th Edition, Routledge Taylor & Francis Group.
(ISBN/ISSN: 978-1-138-19170-9 )
Other resources
For recent industry trend and update:
1. http://www.emarketer.com/Articles.aspx
2. http://www.pewinternet.org/
3. http://www.retailonlineintegration.com/
Apply discipline knowledge, principles and concepts
Innovative, creative and entrepreneurial
Effective communicators with digital competency
Globally engaged and responsive
Culturally competent to engage respectfully with local First Peoples and other diverse cultures
Industry connected and career capable
Find out more about Curtin’s Graduate Capabilities at the Curtin Learning and Teaching website: clt.curtin.edu.au
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
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The only authoritative version of this Unit Outline is to be found online in OASIS
Assessment Assessment schedule
*Please refer to the Late Assessment and the Assessment Extension sections below for specific details and conditions.
Detailed information on assessment tasks
1. E-marketing plan (35% of the unit mark) (Due in week 6; by 12th April 2019)
E-marketing plan is an individual assignment. For this assessment, students are required to select a firm or brand with which they are familiar. The firm should have an active English website. You need to prepare an e-marketing plan for the selected firm or brand. DO NOT select the same brand or firm that you will select for the AdWords group project under the Online Media Campaign assessment. You should follow the marking guide/rubric available under the assessment tab on the Blackboard; and, prepare the e-marketing plan for the selected brand or firm accordingly. You are required to submit the e-marketing plan through blackboard.
The length of the e-marketing plan should not be more than 10 pages (12 font; 1.5 line spacing; and 1 inch margin across all sides) excluding the cover page, table of contents, references and appendices. Your write up beyond the first 10 pages will NOT be marked.
The assignment will be checked through Turnitin for plagiarism monitoring. Students will not be able to see the Turnitin report; and first time submission will be considered as final submission. Penalties will be applied for late submission.
2. Online Media Campaign (35% of the unit mark)
Online Media Campaign is a group assessment where the students are required to prepare an online advertisement campaign for a company using Google AdWords. Under the guidance of the lecturer/tutor, students will organise themselves into groups of 3-4 members during the first tutorial. You need to select a local small and/or medium enterprise which has an active website. Please do not select any financial organization or any business in competitive industries such as insurance, law firms, debt consolidation, or something similar.
Also, please note that this is NOT the official Google Online Marketing Challenge as the competition is no longer available. Running a real time campaign for a client is optional. If any team wishes to do so, they are most welcome and the team(s) needs to be in touch with the local lecturer or tutor for guidance. The team (s) can reflect their campaign results during group presentation in week 11. The group project consists of the following tasks:
A) Group contact – Due in week 3 (during the workshop)
All group members should plan and discuss how the group will work. Share all the members’ contact
Task Value % Date Due
Unit Learning
Outcome(s) Assessed
Late Assessments Accepted?*
Assessment Extensions
Considered?*
1 E-Marketing Plan 35% Week: Week 6
Day: Friday Time: 11.59 pm
1,2,4 Yes Yes
2
Online Media Campaign 35% Week: Week 3, 11, 12 Day: During workshop; Friday of week 12 Time: 11.59 pm
2,3,4 Yes Yes
3 Consumer digital journey map 30% Week: Week 9
Day: Friday Time: 11.59 pm
2,3,4 Yes Yes
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
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The only authoritative version of this Unit Outline is to be found online in OASIS
phone and/or email address to each other. On a separate document, please submit the same information to your tutor along with the following information:
l Write down the first and last name of each team member along with the student ID and email address. Also, please mention who is the team leader?
l Mention the name of the firm that your group has selected along with its web link. Outline tentative objectives of the campaign i.e. is it to create awareness or to increase number of visitors in the website or to promote the recent discount offer?
B) Developing a campaign (with 3 or 4 ad groups; 9 or 12 text ads) for the firm in Google AdWords
Each group requires developing a campaign (with numerous text ads) for the selected firm in Google AdWords. Each group is expected to do the following activities –
l Open an AdWords account for the group and share its credentials such as email, and password among all the group members.
l Develop at least one campaign including 3 or 4 adgroups and 9 or 12 text ads (3 text ads per adgroup). EACH MEMBER OF THE GROUP WILL BE RESPONSIBLE FOR ONE ADGROUP AND DEVELOPING AT LEAST 3 TEXT ADS FOR THE ADGROUP.
l Please note that it is NOT mandatory to make your ads live.
C) Preparing and Submitting a Campaign Report (28% of the unit mark) (Due in week 12 by 31st May 2019)
You need to prepare a campaign report describing ‘what’ and ‘why’ aspect of the campaign, ad groups and the text ads that you have prepared. The ‘why’ aspect of these ads should be in line with certain campaign objectives. The specific structure of the campaign report is mentioned below –
(i) Client Overview (4%, about one page)
Client overview can be considered as the foundation of the proposed AdWords strategy. This section should provide a brief overview of the client and its marketing. Client profile should include name, location, goods and services offered, key online marketing strategy, URL, overview of the website management, social media such as Facebook, Google+, etc., firm’s online presence and sales via online and offline channels, and other relevant information.
(ii) Market Analysis (5%; about one page)
Market analysis should include the current and potential customers; current and potential competitors; overview of the industry (key characteristics, competitive/saturated/mature); projected and historical online spending for the industry; market position/specialties; unique selling points of the goods/services offered; seasonality of their goods/services or seasonality that the company has identified; other relevant market information.
(iii) AdWords Strategy [16% (3% – 4% for each ad group); about four pages; about one page per ad group]
Based on an analysis of the client, its website and marketing, each team should craft an appropriate AdWords Strategy and metrics for their campaign. The proposed strategy should include:
l Adgroups and the rationale for each adgroup l At least three optimized text ads for an adgroup with explanation of how, why and what best
practice techniques were used l Keywords and negative keywords for each adgroup l Headline, USP, action line and description line for each text ad l Target audience settings l Daily and weekly plans for spending their campaign budget l Keyword bidding l Geo-targeting l Goals for impressions, clicks, CPC and CTR l Proposed success metrics l Other relevant information l Conclusion
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
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The only authoritative version of this Unit Outline is to be found online in OASIS
iv) Quality of Written Communication (3% of the unit mark)
The AdWords campaign report should have a logical flow, easy to follow, and should not include any grammatical mistake.
Students are required to submit the AdWords group project report through Blackboard on or before the due date. Late penalties will be applied if any of the groups is late in submitting the report.
D) Presentation of the Campaign Report (5% of the unit mark) (Due in week 11, during the workshop)
This presentation should give your peers an idea about your AdWords campaign. Each group will have 15 minutes to present and 5 minutes for Q & A. Your presentation should include the following points:
l Your client and the industry l Your main campaign objectives l Your ad groups, major keywords and negative key words, and how the ad groups differ from
each other l Three text ads for each adgroups and how the text ads are different from each other l Your budget and bidding strategy. l Q & A
E) Peer Evaluation (2% of the unit mark)
Before you submit the final report, each team member should review the work done by other team members using the given peer evaluation form avaialable in the Blackboard under the assessement tab. Please submit your peer evaluation to your tutor or local lecturer during your team presentation in the class. The last day of submitting the peer-evaluation to your tutor or local lecturer is Friday of week 12.
Each group member is expected to contribute equally to the group project. Otherwise, group members’ marks will vary based on peer evaluation and the quality of work for the respective ad group that the members are dealing with both in the campaign report and presentation.
Report Format: The length of the Online Campaign (AdWords) group report should not be more than 8 pages (12 font; 1 inch margin in all side). The report will be checked through Turnitin for plagiarism monitoring. Students will not be able to see the Turnitin report; and first time submission will be considered as final submission. Penalties will be applied for late submission.
3. Mapping Consumer Digital Journey (30% of the unit mark) (Due in week 9 by 10th May 2019)
Mapping a consumer purchase journey is an effective method for marketers to improve customer experiences. Mapping helps marketers diagnose relevant issues that are critical to target customers, and formulate innovative ways of delivering them a ‘wow’ experience. For this purpose, marketers need to understand the steps (i.e. need recognition, awareness, research, evaluate, purchase, pay and post purchase service) that consumers go through before purchasing a product online or offline.
For this individual assessment, you are asked to map your digital journey while purchasing a product or service online. You need to select a brand, or a firm that has a significant online presence (in English language) in order to develop your map. If you are likely to interact with both online and offline contexts throughout the purchasing process, please consider both while mapping the journey. You are required to prepare a report covering the following key issues –
a. General introduction about the product or service, its nature, and targeted customers of the firm. b. Create a map (e.g. a diagram or flowchart) that shows your journey from need recognition to post
purchase service that you have received from the selected brand or company. Specify each TOUCH POINT of your journey in the diagram.
c. Critically discuss how the brand or firm uses different e-marketing channels and tools such as SEO, SEM, AdWords, company owned and earned media including its social media content, emails, etc. in each step of your journey. Your critical discussion should include both positive experiences and negative experiences that you had with the brand’s / firm’s online presence. Your discussion should also include the interaction of online and offline context if you have used both the platforms (online and offline) while purchasing the product or service (i.e. specify the TOUCH POINTS when you have
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
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The only authoritative version of this Unit Outline is to be found online in OASIS
gone offline and discuss why you have done so). d. Recommend if there are other useful e-marketing tools that the brand or firm could use to make
your online purchase journey more rewarding. Discuss with examples how these tools could facilitate your journey further. Your recommendation could be based on other competitor firms’ practices within the industry.
Please DO NOT select the same brand or firm that you will select for Online Media Campaign i.e., AdWords group project. The length of the assessment should not be more than 8 pages (12 font; 1.5 line space; and 1 inch margin in all sides) excluding the cover page, table of contents, references and appendices. Your write up beyond first 8 pages will NOT be marked.
You are required to submit the assessment through blackboard. The submitted assignment will be transferred to Turnitin automatically for plagiarism monitoring. Students will not be able to see the Turnitin report; and, first time submission will be considered as final submission. Penalties will be applied for late submission.
Pass requirements
In order to pass this unit, a student must achieve an overall mark equal to or above 50%.
Fair assessment through moderation
Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that students work is evaluated consistently by assessors. Minimum standards for the moderation of assessments are described in the Assessment and Student Progression Manual, available from policies.curtin.edu.au/findapolicy/
Late assessment
Where the submission of a late assessment is permitted, late penalties will be consistently applied in this unit.
Where a late assessment is permitted for an assessment item or the entirety of the unit (refer to the Assessment Schedule table in this Unit Outline) and the student does not have an approved assessment extension:
1. For assessment items submitted within the first 24 hours after the due date/time, students will be penalised by a deduction of 5% of the total marks allocated for the assessment task;
2. For each additional 24 hour period commenced an additional penalty of 10% of the total marks allocated for the assessment item will be deducted; and
3. Assessment items submitted more than 168 hours late (7 calendar days) will receive a mark of zero.
Where late assessment is NOT permitted for an assessment item or the entirety of the unit (refer to the Assessment Schedule table in this Unit Outline) and the student does not have an approved assessment extension:
1. All assessment items submitted after the due date/time will receive a mark of zero.
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Assessment extension
Where an application for an assessment extension is permitted for an assessment item(s) within this unit (refer to the Assessment Schedule table in this Unit Outline):
1. A student unable to complete an assessment item by/on the due date/time due to exceptional circumstances beyond the student’s control, must apply for an assessment extension using the Assessment Extension Application Form (available from the Forms page at students.curtin.edu.au/administration/) as prescribed by the Academic Registrar.
2. The student will be expected to lodge the form with supporting documentation to the school representative nominated below.
3. Failure to submit this application in a timely manner, may impact upon the assessment process. For applications that are declined this may have significant ramifications on the possible marks awarded.
4. An application may be accepted up to five working days after the due date/time of the assessment item where the student is able to provide a verifiable explanation as to why he or she was not able to submit the application prior to the assessment due date/time.
Where an application for an assessment extension is NOT permitted for an assessment item(s) within this unit (refer to the Assessment Schedule table in this Unit Outline):
1. All assessment items submitted after the due date/time will be subject to late penalties or receive a mark of zero depending on the unit permitting late assessment submissions.
School Representative for this unit:
For final exam extensions please contact [email protected].
For all other assessment extensions please contact your Unit Coordinator. Page one of this unit outline has their details.
Deferred assessments
Further assessment
Further assessments, if granted by the Board of Examiners, will be held between 11/11/2019 and 22/11/2019 . Notification to students will be made after the Board of Examiners meeting via the Official Communications Channel in OASIS.
It is the responsibility of the student to be available to complete the requirements of a further assessment. If your results show that you have been granted a further assessment you should immediately check OASIS for details.
Reasonable adjustments for students with disabilities/health circumstances likely to impact on studies
A Curtin Access Plan (CAP) is a document that outlines the type and level of support required by a student with a disability or health condition to have equitable access to their studies at Curtin. This support can include alternative exam or test arrangements, study materials in accessible formats, access to Curtin’s facilities and services or other support as discussed with an advisor from Disability Services (disability.curtin.edu.au). Documentation is required from your treating Health Professional to confirm your health circumstances.
If you think you may be eligible for a CAP, please contact Disability Services. If you already have a CAP please provide it to the Unit Coordinator at the beginning of each study period.
If your results show that you have been granted a deferred assessment you should immediately check OASIS for details.
Deferred examinations/tests will be held from 11/11/2019 to 22/11/2019 . Notification to students will be made after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.
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Referencing style
The referencing style for this unit is APA 6th Ed.
More information can be found on this style from the Library web site: http://libguides.library.curtin.edu.au/referencing.
Privacy As part of a learning or assessment activity, or class participation, your image or voice may be recorded or transmitted by equipment and systems operated by Curtin University. Transmission may be to other venues on campus or to others both in Australia and overseas.
Your image or voice may also be recorded by students on personal equipment for individual or group study or assessment purposes. Such recordings may not be reproduced or uploaded to a publicly accessible web environment. If you wish to make such recordings for study purposes as a courtesy you should always seek the permission of those who are impacted by the recording.
Recording of classes or course materials may not be exchanged or distributed for commercial purposes, for compensation, or for any other purpose other than personal study for the enrolled students in the unit. Breach of this may subject a student to disciplinary action under Statute No 10 – Student Disciplinary Statute.
If you wish to discuss this please talk to your Unit Coordinator.
Copyright The course material for this unit is provided to you for your own research and study only. It is subject to copyright. It is a copyright infringement to make this material available on third party websites.
Academic Integrity (including plagiarism and cheating) Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be academic misconduct. Plagiarism and cheating are serious offences that will be investigated and may result in penalties such as reduced or zero grades, annulled units or even termination from the course. Assessments under investigation will not be given a mark until the matter is concluded. This may result in the unit grade being withheld or a grade of Fail Incomplete (F-IN) until a decision has been made by the Student Disciplinary Panel. This may impact on enrolment in further units/study periods.
Plagiarism occurs when work or property of another person is presented as one’s own, without appropriate acknowledgement or referencing. Submitting work which has been produced by someone else (e.g. allowing or contracting another person to do the work for which you claim authorship) is also plagiarism. Submitted work is subjected to a plagiarism detection process, which may include the use of text matching systems or interviews with students to determine authorship.
Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any use of unauthorised materials or assistance during an examination or test.
From Semester 1, 2016, all incoming coursework students are required to complete Curtin’s Academic Integrity Program (AIP). If a student does not pass the program by the end of their first study period of enrolment at Curtin, their marks will be withheld until they pass. More information about the AIP can be found at: https://academicintegrity.curtin.edu.au/students/AIP.cfm
Refer to the Academic Integrity tab in Blackboard or academicintegrity.curtin.edu.au for more information, including student guidelines for avoiding plagiarism.
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Information and Communications Technology (ICT) Expectations Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning systems such as Blackboard and Library Services.
You may also require a computer or mobile device for preparing and submitting your work.
For general ICT assistance, in the first instance please contact OASIS Student Support: oasisapps.curtin.edu.au/help/general/support.cfm
For specific assistance with any of the items listed below, please contact The Learning Centre: life.curtin.edu.au/learning-support/learning_centre.htm
l Using Blackboard, the I Drive and Back-Up files l Introduction to PowerPoint, Word and Excel
Additional information Enrolment
It is your responsibility to ensure that your enrolment is correct – you can check your enrolment through the eStudent option on OASIS, where you can also print an Enrolment Advice.
Student Rights and Responsibilities It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their rights and responsibilities as a student. These include:
l the Student Charter l Values and Signature Behaviours l the University’s policy and statements on plagiarism and academic integrity l copyright principles and responsibilities l the University’s policies on appropriate use of software and computer facilities
Information on all of the above is available through the University’s “Student Rights and Responsibilities” website at: students.curtin.edu.au/rights.
Student Equity There are a number of factors that might disadvantage some students from participating in their studies or assessments to the best of their ability, under standard conditions. These factors may include a disability or medical condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant family responsibilities, pregnancy, religious practices, living in a remote location or another reason. If you believe you may be unfairly disadvantaged on these or other grounds please contact Student Equity at [email protected] or go to http://eesj.curtin.edu.au/student_equity/index.cfm for more information
You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi-faith services: http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm for further information.
It is important to note that the staff of the university may not be able to meet your needs if they are not informed of your individual circumstances so please get in touch with the appropriate service if you require assistance. For general wellbeing concerns or advice please contact Curtin’s Student Wellbeing Advisory Service at: http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm
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Recent unit changes Students are encouraged to provide unit feedback through eVALUate, Curtin’s online student feedback system. For more information about eVALUate, please refer to evaluate.curtin.edu.au/info/.
Recent changes to this unit include:
Changes are made to the contents of the weekly workshop activities of the unit.
To view previous student feedback about this unit, search for the Unit Summary Report at https://evaluate.curtin.edu.au/student/unit_search.cfm. See https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.
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Program calendar
Teaching Week
Commencing Lecture Topics Assessment Due Workshop Activities
1 8 July Introduction to Internet Marketing E-markets – Environmental and Global Issues E-marketing plan
Introduction to the unit
Discussion of the assessments
Introductory discussion on ‘Internet of Things’ (video)
Discussion on options for online communications between firms and customers
Discussion on factors causing digital marketing sloppiness
Review of e-marketing environment
Initiate group formation for online media campaign
Students to select a firm for e-marketing plan
2 15 July Internet Marketing Tools – Website, Google AdWords, Google Analytics, AdSense, etc.
Discussion on the pre-workshop activities
Review of digital marketing channels
Discussion on SOSTAC Planning Framework
Discussion on RACE Planning Framework
Initiate AdWords Group Project
Student engagement activities: i. Selection of the firms for e-
marketing plan and AdWords group project
ii. Discuss – Products/services and industry background of the firms
iii. Discuss – e-marketing environment of the selected firms
3 22 July Segmentation, Targeting, Differentiation and Positioning Strategies
Group Contact Info Discussion on the pre-workshop activities
Discussion/activity on selected topic/case
Discussion on online opportunities for product and market innovation
Student engagement activities: i. Segmenting, targeting and
differentiation and positioning strategies of the firms selected for e- marketing plan and AdWords group project.
ii. Opening Google AdWords account individually.
iii. Discussion about Google AdWords and the group project.
4 29 July Remix the Marketing Mix:
Online Product Strategy
Discussion on the pre-workshop activities
Discussion/activity on selected topic / case
Discussion on Content Marketing
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Online Pricing Strategy
Student engagement activities: i. Product and pricing strategies of
the firms selected for e-marketing plan and AdWords group project.
ii. AdWords video and discussion on – Campaign, Ad Group and Text Ad; Key Words Types
iii. Each member of a group will select his / her adgroup
5 5 August Remix the Marketing Mix: Internet for Distribution Online Promotion Strategies: Basics of Paid, Earned and Owned media
Discussion on the pre-workshop activities
Conventional promotion strategies vs Digital promotion strategies
Discussion/activity on selected topic / case
Discussion on Email Marketing
Student engagement activities: i. Distribution and promotion
strategies of the firms selected for e- marketing plan and AdWords group project.
ii. Q & A for e-marketing plan – 4 P strategies, evaluating performance and budget
iii. AdWords video and discussion on – Key words planning; Components of a text ad
6 12 August Paid Media – Buying Digital Media Space
E-marketing plan submission
Discussion on the pre-workshop activities
Different formats of online advertising.
Discussion/activity on selected topic:
Discussion on Facebook Ad
Student engagement activities: i. Developing text ad in AdWords –
Each group will develop at least one text ad for their firm.
ii. Each member of a group will select key words for his/her ad group and will plan for their ad.
iii. Q & A for e-marketing plan
7 19 August Online Consumer Behaviour and Experience Relationship Marketing in Online
Discussion on the pre-workshop activities
Discussion on Customer Experience
Discussion on SEM
Review of Online Buying Process and Mapping Consumer Digital Journey [How SEO & SEM help the firm to offer a positive online experience]
Discussion on Online Relationship Building & Loyalty
Student engagement activities: i. Identify touch points in the
process of purchasing from a selected firm; map the steps in the
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
Page: 13 of 15 CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
process and comment. ii. How to understand that the
AdWords campaign is running? iii. Each member of a group will
select his /her ad group and develop text ad for the ad group.
8 26 August Planning and Developing a Website Website Content and Traffic Building
Discussion/activity on selected topic:
l SEO and traffic building l Improving search engine ranking
through SEO l Usability & convertibility of a website l Basics of HTML Coding – video
resources
Student engagement activities: i. Examine selected websites critically
from SEO view point and comment ii. AdWords – understanding quality
score and ad rank iii. Each member of the group will
develop two to three ads for their own ad group
iv. Q & A – mapping digital journey v. AdWords video – Tweaking and
optimizing AdWords account.
9 2 September Customer Engagement through Social Media
Mapping consumer digital
journey
Discussion/activity on selected topic:
l Customer engagement through social media
l Social media marketing (SMM): Goals and KPI
l Discussion on a selected case
Student engagement activities: i. Select a brand or online retail company
of your choice and follow it in different social media sites.
ii. Think about your typical online purchase process. Identify the touch points if you are to buy the selected brand online. Map all the relevant steps in this regard and discuss.
iii. Review the assessment description of mapping consumer digital journey and plan how you can address the relevant issues. You can discuss this in groups but your write up for this should be individual as this is an individual assignment.
iv. Discuss how the firm is keeping you invovled in its different online channels and thus influence you to buy or recommend it to others. Discuss the pros and cons of the
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
Page: 14 of 15 CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
firms’ strategies (based on SEO & SEM) and share your thoughts with your friends.
v. AdWords video – Tweaking and optimizing AdWords account
vi. Review of the assessment – mapping consumer digital journey.
10 9 September Evaluation and Improvement of Digital Channel Performance E-marketing performance metrics
Discussion/activity on selected topics:
l Different performance metrics l KPI and Web Analytics l Introducing Google Data Studio for
reporting
Student engagement activities: i. Review of AdWords text ads, their
headlines, USPs, action lines, and description lines; and,
ii. Guidelines for the presentation
11 16 September Legal and Ethical Issues Online
Online Marketing Research
AdWords Group Presentations
Online Campaign (AdWords) Group Presentation
Q & A – Online Campaign (AdWords) Group Project Report
12 23 September Review of the unit AdWords Group Project Report
Peer Review
Wrap-up Submission of Online Campaign (AdWords) Group Project Report Submission of the peer review
Faculty of Business and Law School of Marketing
MKTG3003 Internet Marketing Singapore Campus 07 Jun 2019 School of Marketing, Faculty of Business and Law
Page: 15 of 15 CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
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