E-marketing Strategies

Queensland University of Technology

Course Description

  • Course Name

    E-marketing Strategies

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study

    Business, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    AMB240 or CTB240, and AMB201 or CTB201

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    E-Business and mobile commerce technologies have emerged as defining technologies for companies in the 21st century. This unit focuses on e-marketing applications and strategies and the marketer's role in developing solutions that integrate new and old economies. Drawing on their knowledge of marketing principles, students will examine the diverse applications of technology in product and service design; product distribution/service delivery and logistics; promotional strategies and other marketing components. The unit also explores the role of emerging electronic models and the use of e-marketing strategies to achieve global competitive advantage.
    Learning Outcomes
    On successful completion of this unit, students will be able to:
    1. Explain how the application of e-Marketing theories affect a firm's overall marketing strategy.
    2. Analyse and evaluate existing websites with a view to improving their marketing effectiveness.
    3. Explain how e-Marketing affects and creates key e-Marketing levers for companies.
    4. Analyse, evaluate and recommend e-Marketing strategies.
    5. Prepare and deliver oral presentations and prepare professional reports suitable for industry.
    Achieving these outcomes will also demonstrate attainment of the following marketing discipline knowledge and marketing graduate outcomes:
    • Demonstrate knowledge of Marketing concepts, strategies, philosophies, processes and practices as they would be applied in a real world situation.
    • Have knowledge of the role and constitution of marketing as an integral part of marketing strategy in the business environment.
    • Have the ability to integrate e-marketing with other business functions.
    • Have knowledge and application of market research techniques and practice.
    • Show competence in the use of relevant marketing tools and technologies.
    This unit will cover a range of topics relevant to e-marketing including: the internet micro and macro environments, e-marketing strategy, the e-marketing mix, relationship marketing using the internet, achieving online service quality, and issues pertaining to both business-to-business and business-to-consumer internet marketing. Additionally, the unit will cover topics related to the use of new media technology in e-marketing.
    Approaches to Teaching and Learning
    This unit integrates the theoretical perspectives with experiential and real world learning through the teaching and learning activities involved. The 2 hour lecture sessions introduce students to the areas involved with e-marketing strategies using industry examples to illustrate their application. The tutorials are designed to encourage active participation via hands-on small group activities and discussions, as well as individual student oral presentations. The assignments in this unit are designed for students to demonstrate their knowledge and skills involved in selecting and applying e-marketing strategy to a real world project. The exam is designed for students to demonstrate their knowledge of the theory covered during the lectures and tutorials.
    Assessment name: Presentation
    Description: Presentation of e-Marketing Plan Proposal Students must present a consultancy proposal to undertake an e-Marketing Plan for an organisation. This proposal should be presented as though it is being delivered to the senior management of the client company. Length or Duration: 5 minute oral presentation, plus written speech Formative or Summative: Formative and Summative
    Relates to objectives:2, 3 & 5
    Weight: 25
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 4 to Week 6
    Assessment name: Mid-Semester Exam
    Description: Students will be examined on their knowledge, understanding and application of e-Marketing strategies covered in lectures and tutorials in weeks 1 to 9 of the unit.
    Length or Duration: 1 hour and 10 mins
    Formative or Summative: Summative
    Relates to objectives: 1, 3 & 4
    Weight: 25
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 10
    Assessment name: E-Marketing Report
    Description: E-Marketing Plan Report: The assignment is to complete an e-Marketing Plan for a client. The proposal to undertake an e-Marketing Plan for an organisation (oral presentation) will be the foundation of this assignment. On successful completion of this e-Marketing Plan, students should have developed sound research, analytical and written communication skills.
    Length or Duration: 2000 words
    Formative or Summative: Formative and Summative
    Relates to objectives: 1 - 5
    Weight: 50
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 13

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.