Internet and Social Media Marketing

Bond University

Course Description

  • Course Name

    Internet and Social Media Marketing

  • Host University

    Bond University

  • Location

    Gold Coast, Australia

  • Area of Study

    Marketing, Social Media

  • Language Level

    Taught In English

  • Prerequisites

    Students must have successfully completed MKTG11-100 Marketing or equivalent prior to undertaking MKTG13-312

  • 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
    4.5 - 6
  • Overview


    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 firm' s 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.
    Learning Objectives
    1. Consider the behavioural and strategic factors that affect marketing choices involving online environments.
    2. Recognize 'best practice' standards in key areas of electronic marketing - email, online advertising, search marketing, social media marketing, blogging and search.
    3. Develop the ability to create a online centric marketing plan and an understanding of the nuances differentiating online planning from general marketing planning.
    4. Understand the online environment and the subsequent appropriateness of that environment for usage in a company's marketing planning.
    5. Develop the skills to strategise the effective and staged structure of a website strategy, design and functionality.
    6. Evaluate the online media options currently available and their value in contributing towards return on investment for different companies. Thereby developing an ability to adjust online marketing plans as appropriate the organisations capabilities, the demands of the target audience and identification of new technologies/tools/methods of implementation as they become available to the market.

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