General Information
The Internet is expected to play many important roles within a traditional marketing effort and it may also come to serve as the foundation of a firm’s marketing effort. Marketing is about anticipating and satisfying buyers’ needs. One purpose of this subject is to acquaint students with the special behavioural considerations for buyers when the Internet plays a role in the firms’ marketing effort. The second purpose is to evaluate how the special characteristics of the electronic environment alter traditional marketing tactics (products/services, pricing, promotion and distribution) and dictate a need to create new forms of product and service delivery.
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Details
Academic unit: Bond Business School Subject code: MKTG71-312 Subject title: Internet and Social Media Marketing Subject level: Postgraduate Semester/Year: January 2020 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 36) - Seminar
- Personal Study Hours: x12 (Total hours: 84) - Recommended study time & reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. -
Resources
Prescribed resources: Books
- Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Debra Zahay (2016). Social Media Marketing: A Strategic Approach. n/a, Cengage Learning 400
Others
- Stukent (2017). Digital Textbook + Simulation.
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Bond Business School |
|---|---|
| Subject code: | MKTG71-312 |
| Subject title: | Internet and Social Media Marketing |
| Subject level: | Postgraduate |
| Semester/Year: | January 2020 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. |
| Prescribed resources: | Books
Others
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
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| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Demonstrate advanced knowledge of internet and social media marketing relevant for the online business environment.
- Apply an integrated knowledge of concepts, techniques and frameworks to solve a complex online marketing problem.
- Identify problems, define objectives, analyse quantitative and qualitative information and leverage available technologies to creatively solve marketing challenges and achieve stated business goals.
- Demonstrate effective written skills across a range of business situations and audiences.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Paper-based Examination (Closed) Comprehensive final examination 30.00% Final Examination Period 1,2,3 *Online Activity An online Internet Marketing Simulation where students get hands-on practice executing, analysing and fine-tuning Internet marketing campaigns. 30.00% Week 8 1,2,3 Essay A reflective essay of outcomes and learnings after completing self-paced online learning modules that culminate in the completion of a social media management platform certification. 15.00% Week 11 1,4 Problem-based Learning A series of in-class and take-home quizzes and small problem-based case studies are conducted throughout the semester. 25.00% Ongoing 1,2,3 - * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Paper-based Examination (Closed) | Comprehensive final examination | 30.00% | Final Examination Period | 1,2,3 |
| *Online Activity | An online Internet Marketing Simulation where students get hands-on practice executing, analysing and fine-tuning Internet marketing campaigns. | 30.00% | Week 8 | 1,2,3 |
| Essay | A reflective essay of outcomes and learnings after completing self-paced online learning modules that culminate in the completion of a social media management platform certification. | 15.00% | Week 11 | 1,4 |
| Problem-based Learning | A series of in-class and take-home quizzes and small problem-based case studies are conducted throughout the semester. | 25.00% | Ongoing | 1,2,3 |
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Subject curriculum
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Internet Marketing Foundations
Introduction to Internet marketing and the role of Internet marketing strategy as the foundation of all Internet marketing efforts. It also covers how Digital marketing, Internet marketing and Social Media marketing fit and how they interact with, affect and amplify the traditional marketing mix.
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Web Design
This topic covers concepts underpinning successful website design including conversion-centred design frameworks, the significance of landing page design in driving conversions and landing page optimisation strategies.
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Web Analytics
Theory and practice of web analytics. Role of metrics and KPIs in achieving marketing objectives and using analytics to make marketing decisions.
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On-Site Search Engine Optimisation (SEO)
Role of on-site SEO in Internet marketing. Theory and best practice in keyword planning, relevance and targeting. The relationship between SEO and Landing Page Optimisation.
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Off-Site Search Engine Optimisation (SEO)
Role of off-site SEO in Internet marketing. The importance of link building, popularity metrics and the significance of content marketing in SEO.
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Search Engine Marketing (SEM)
Paid search advertising, choosing appropriate target market, writing ad copy, buying ad space and analysing results for effective marketing communication.
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Online Advertising
Understanding display networks, targeting the right audience, designing and optimising banner ads, and understanding the significance and role of remarketing.
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Email Marketing
Email list capture, email content, measuring success of email marketing and learning best practices for avoiding spam filters.
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Principles of Social Media Marketing (SMM)
Social media marketing objectives, content, distribution and measuring success. Theory and best practice for building an effective social media strategy that fits within an organisation’s integrated marketing strategy.
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Growing your consumers on Social Media platforms
Building and growing your consumers on social media to build an advocate network. Covers important concepts like virality, word of mouth and influencer marketing.
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Content marketing for Social Media platforms
Content marketing strategies for attracting and retaining consumers for key social media channels. Understanding best practices in content marketing for key social media channels.