MKTG30009

Internet Marketing
SUBJECT GUIDE

Semester 2 2015

Prepared by
Brent Coker

Management and Marketing

Faculty of Business and Economics

C ONTENTS
CONTENTS ..................................................................................................................................................................2
SUBJECT OUTLINE ....................................................................................................................................................3
INTRODUCTION.......................................................................................................................................................................... 3
COURSE TEXTBOOK .................................................................................................................................................3
RECOMMENDED READING (GENERAL) .................................................................................................................................... 4
RECOMMENDED READING (SEO/CONTENT MARKETING) .................................................................................................... 4
USEFUL TOOLS ........................................................................................................................................................................... 4
LEARNING OUTCOMES ............................................................................................................................................5
GENERIC SKILLS ......................................................................................................................................................................... 5
PREREQUISITES .........................................................................................................................................................5
ACADEMIC STAFF CONTACT DETAILS ................................................................................................................6
SUBJECT COORDINATOR CONTACT DETAILS .......................................................................................................................... 6
HEAD TUTOR CONTACT DETAILS ............................................................................................................................................ 6
TUTOR CONTACT DETAILS ....................................................................................................................................................... 6
TUTOR CONTACT DETAILS ....................................................................................................................................................... 6
EMAIL PROTOCOL ...................................................................................................................................................................... 7
LECTURES AND TUTORIALS ...................................................................................................................................7
LECTURE TIMES.......................................................................................................................................................................... 7
LECTURE PARTICIPATION REQUIREMENTS.............................................................................................................................. 7
LECTURE SCHEDULE .................................................................................................................................................................. 8
LECTURE SLIDES ......................................................................................................................................................................... 9
TUTORIAL TIMES ....................................................................................................................................................................... 9
TUTORIAL PARTICIPATION REQUIREMENTS............................................................................................................................ 9
TUTORIAL SCHEDULE ................................................................................................................................................................ 9
USING LECTURE CAPTURE (ECHO 360) ................................................................................................................................. 10
ASSESSMENT............................................................................................................................................................. 10
ASSESSMENT OVERVIEW ......................................................................................................................................................... 10
PEER ASSESSMENT AND GROUP FAIRNESS POLICY .................................................................................................................. 11
ASSIGNMENT I: ANALYZING ONLINE ADVERTISING EFFECTIVENESS ................................................................................... 11
ASSIGNMENT II: INTERNET MARKETING STRATEGY .............................................................................................................. 11
EXAM POLICY ........................................................................................................................................................................... 12
ASSIGNMENT SUBMISSION ....................................................................................................................................................... 12
PLAGIARISM AND COLLUSION ................................................................................................................................................ 12
PENALTIES FOR LATE SUBMISSION AND EXCEEDING WORD LIMITS ................................................................................... 13

SPECIAL CONSIDERATION ....................................................................................................................................................... 13

REFERENCING........................................................................................................................................................................... 14
FBE CENTRE FOR EXCELLENCE IN TEACHING AND LEARNING............................................................................................ 14

S UBJEC T O UTLINE
Introduction
Welcome to Internet Marketing.
This course introduces and demonrates how marketing theory and practice is used on the
internet. Particular attention is given to techniques unique to the world wide web
environment, and practice enhanced by the social networked nature of the internet. The focus
of this course covers online consumer behaviour, internet rategy (including business
models), internet marketing communications, and analytics.

C OURSE T EXTBOOK

eMarketing: The Essential Guide to Digital Marketing, Rob Stokes.

The textbook can be downloaded for free at:

http://www.redandyellow.co.za/product/textbook-digital/

Recommended Reading (General)

To keep abrea of the ever-changing world of technology and digital business, I recommend
the following websites:
Wired: http://www.wired.com
Facompany: http://www.facompany.com
TechCrunch: http://www.techcrunch.com

Recommended Reading (SEO/Content Marketing)

These links point to valuable learning resources for digital marketers.
http://www.Searchengineland.com
http://www.Searchenginewatch.com
http://www.Seroundtable.com
http://www.moz.com
http://www.Mattcutts.com/blog
http://www.youtube.com/user/GoogleWebmaerHelp
http://www.theshortcutts.com/

Useful Tools
Although not required for this course, in practice a Digital Marketer will use several tools in
the day to day implementation of a Digital Marketing Strategy. I have poed a document on
the LMS entitled Useful Tools that gives a description and links to some of these tools.

L EARNING O UTCOMES
On successful completion of this subject a udent should be able to
Explain internet marketing, and describe the nature and function of how the internet
works
Demonrate skill in recommending and implementing internet marketing rategies
Identify current trends in Internet marketing and e-commerce
Critique website functionality and design
Explain how technology changes traditional marketing communication
Underand the operation and monetization rategies of business models designed
specifically for the internet and mobile
Know how to collect and analyse data collected from the internet to guide marketing
rategy
Underand paid and organic search marketing practice, and be able to implement
Search Engine Marketing (SEM) techniques

Generic Skills
On successful completion of this subject, udents should have improved the following
generic skills:
Collect and interpret analytical data
Work and collaborate in a team
Written communication skills
Apply theoretical frameworks to practical settings

P REREQUISITES
MKTG10001 Principles of Marketing

A CADEMIC S TAFF C ONTAC T D ETAILS

Subject Coordinator Contact Details
Your coordinator for Internet Marketing is
Dr Brent Coker ( Brent or Dr Coker)
Email: bcoker@unimelb.edu.au
Room: 9.041
Consultation Hours: Wednesday, 2-5 pm (by
appointment only)

Head Tutor Contact Details

Dr Paul Hill
Email: hip@unimelb.edu.au

Tutor Contact Details

Mr Jake Chen
Email: yuan.chen@unimelb.edu.au

Tutor Contact Details

Ms Ashleigh Druce
Email: ashleigh.druce@unimelb.edu.au

Tutor Contact Details

Ms Kiry Ha
Email: kiry.ha@union.unimelb.edu.au

Email Protocol
Please note that we are only able to respond to udent emails coming from a University
email address. Please do not use personal email addresses such as Yahoo, Hotmail or even
business email addresses. Emails from non-University email addresses may be filtered by the
Universitys spam filter, which means that we may not receive your email. All correspondence
relating to this subject will only be sent to your University email address. Note that you mu
fir activate your University email address before you can send or receive emails at that
address. You can activate your email account at this link: http://accounts.unimelb.edu.au/.
While academic aff endeavour to address queries received via email, it is more appropriate
to resolve subantive queions during lectures and tutorials and during normal consultation
hours. With this in mind, we encourage udents to attend all lectures and tutorials and to
familiarise themselves with the consultation hours offered by the lecturers and tutors in this
subject.

L EC TURES AND T UTORIALS

Lecture Times

MKTG30009

Thursdays

1:00pm3:00pm

Doug McDonell-103 (Herbert

Wilson Theatre)

Lecture Participation Requirements

You will be expected to attend each lecture and tutorial. Please see the tutorial participation
requirements below.

Lecture Schedule
Week

Date

Topic

Relevant Reading

30 July

Introduction to Internet
Marketing

Introduction to E-Commerce (available from the LMS

Readings folder)

6 August

Strategy and the Internet

Chapter 2

13 August

Web Analytics

Chapter 18

20 August

Keywords and Search Engine

Optimization (SEO)

Chapter 9
Matt Cutts (head of Google's Webspam team) on
Description Meta Tags
https://www.youtube.com/watch?v=RBTBEfd7z_Y
Matt Cutts on page content
https://www.youtube.com/watch?v=8DNzUWgHtKc

27 August

Search Engine Marketing

(SEM)

Chapter 10

3
September

Web Development and

Design

Chapter 5-6

10
September

Viral Marketing and eWOM I

Motives to Share (LMS Reading)

17
September

Viral Marketing and eWOM II

Chapter14

24
September

Social Media Channels

Chapter14, 15

NON TEACHING PERIOD

10

8 October

Mobile Marketing

11

15 October

TBA

12

22 October

Revision

Chapter17

Lecture Slides
Lecture slides will be placed on the LMS page for this subject prior to each lecture. The lecture
slides are located under the heading Lectures.

Tutorial Times
Tutorials begin in week 2. Refer to the udent portal for tutorial times.

Tutorial Participation Requirements

Ten percent of your final grade will be awarded according to your tutorial participation. Note
that participation does not simply mean show up. By participate we mean actively
contributing to the class discussion, and contributing to the classroom learning experience.
Obviously you would need to prepare for the tutorial to actively participate in a meaningful
way. If you have a valid reason for missing a tutorial (serious illness, death in the family etc.),
please make sure you email your tutor to ensure you are not penalized.
In assigning your tutorial grade, your tutor will make judgments on:
r
Attendance, preparation*, contribution.
*Preparation: Please bring with you to each tutorial (fir tute in week 2 to week 11) a model
answer to the assigned task of each tutorial (see the document Tutorials Internet Marketing
MKTG30009.pdf on the LMS). You will get 1 percentage mark for each model answer (one
for each tute except tute 12 = 10%). No longer than one page for each, unless otherwise
inructed by your tutor. Hand in the one page at the beginning of each tutorial. If you miss a
tutorial, please make arrangements with your tutor to submit the model answer along with
doctors note or other evidence with a valid reason for your absence. Please contact your tutor
for more information on this process.

Tutorial Schedule
Please refer to the document Tutorials Internet Marketing MKTG30009.pdf on the LMS for
the details of how to prepare for each tutorial.

Using Lecture Capture (Echo 360)

Audio recordings of lectures delivered in this subject will be made available for review in the
days following each lecture. Audio recordings of lectures allow you to revise lectures during
the semeer, or to review lectures in preparation for the end of semeer exam.
You can access recorded lectures by clicking on the Lecture Recordings (or similar) menu
item in the LMS page for this subject.
To lien to lecture recordings, you mu inall QuickTime 7 (or a later version) on your
computer.
Please note that lecture recordings are not a subitute for attendance; rather theyre
designed for revision. On occasions the lecture capture syem does fail to record the
lecture due to technical reasons. In such cases, the lecture recording will not be made
available.

A SSESSMENT
Assessment Overview
Your assessment for this subject comprises the following:
Assessment Task

Individual or
Group

Due

Weighting

Assignment I

Group

September 6, 5pm

20%

Assignment II

Group

October 9, 5pm

30%

Tutorial Participation

Individual

Beginning week 2

10%

End-of-semester exam

n/a

Assessment period

40%

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Peer assessment and group fairness policy

For both assignments, you will be required to submit a peer evaluation. The main purpose of
this evaluation is to identify and penalize group members who fail to make satisfactory
contributions to your team. The expectation is that you mange how your group works
together yourselves. Your tutor or lecturer will intercede on the groups behalf under
extraordinary circumances. Peer evaluations will be due on the la tutorial. If you are
judged by your team members as being a free-rider (based on how they score you), you will
receive a lower grade.

Assignment I: Analyzing online advertising effectiveness

-Please refer to the assessment folder in the LMS for inructions and materials required to
complete this assignment.

Assignment II: Internet marketing strategy

-Please refer to the assessment folder in the LMS for inructions and materials required to
complete this assignment.

Both of these assignments are team assignments (you may work in a team of 3 or 4). Please
ensure all members of the team are enrolled in the same tutorial. You may form teams at any
time, or in week 2 and 3 tutorials.
You may work in the same groups for both assignments, or different groups.
Assignment Extensions mu be applied for through the udent center. In mo cases you
will be required to produce evidence for your reason for wanting an extension (doctors
certificate, notice of death, etc.). Please ensure you have a valid reason for applying for an
extension if your extension is refused you risk incurring a penalty if your assignment is
submitted late.
You will be required to submit electronic copies of both assignments for marking.
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Exam Policy
The Faculty requires that you are available for the entire examination period. Supplementary
exams will not be provided in cases of absence during the examination period, unless the
absence is due to serious illness or other serious circumances. See the Special Consideration
web site for more information:
http://gsbe.unimelb.edu.au/udents/services/special_consideration

Assignment submission
You mu submit your assignments in digital format on the LMS page for this subject.
Please note that you are required to keep a copy of your assignment after it has been
submitted, as you mu be able to produce a copy of your assignment at the reque of your
tutor or lecturer at any time after the submission due date.

Plagiarism and Collusion

Presenting material from other sources without full acknowledgement (referred to as
plagiarism) is heavily penalised. Penalties for plagiarism can include a mark of zero for the
piece of assessment or a fail grade for the subject.
Plagiarism is the presentation by a udent of an assignment identified as his or her own work
even though it has been copied in whole or in part from another udents work, or from any
other source (e.g. published books, web-based materials or periodicals), without due
acknowledgement in the text.
Collusion is the presentation by a udent of an assignment as his or her own work when it is,
in fact, the result (in whole or in part) of unauthorised collaboration with another person or
persons. Both the udent presenting the assignment and the udent(s) willingly supplying
unauthorised material are considered participants in the act of academic misconduct.
See http://academichoney.unimelb.edu.au/ for more information.

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The Centre for Excellence in Learning and Teaching (CELT) has developed a helpsheet on
plagiarism which can be accessed here:
http://fbe.unimelb.edu.au/__data/assets/pdf_file/0010/647587/Plagiarism.pdf

Penalties for Late Submission and Exceeding Word Limits

In order to ensure equality for all udents, assignments mu be completed within specified
time limits. Late submissions will attract a marking penalty where approval for late
submission has not been given.
Assignments that exceed word limits may also attract a marking penalty.
Exceeding word limit on a longer assignment
Assignments that exceed the word limit by more than 10%, inclusive of footnotes, attract a
marking penalty of 10% of the marks that would otherwise have been awarded.
Assignments that exceed the word limit by 25% or more may attract a higher penalty,
including a cap on the maximum grade awarded. For example, an assignment with a limit of
2000 words will be marked down by 10% if there are more than 2200 words. If there are 2500
words or more, the maximum result that may be awarded is an H2B.
For essays/assignments submitted after the due date, the mark awarded will be
reduced by 10% for each day the work is late.
For assignments submitted later than 5 working days (or 1 week if due on a weekend)
after the due date will not be marked and will receive no marks.

Special Consideration
Students who have been significantly affected by illness or other serious circumances during
the semeer may be eligible to apply for Special Consideration.
The following website contains detailed information relating to who can apply for Special
Consideration and the process for making an application:
http://fbe.unimelb.edu.au/csc/assiance/special_consideration

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Referencing
All sources used for a written piece of assessment mu be referenced. This is to acknowledge
that your material is not based entirely on your own ideas, but is based, in part, on the ideas,
information, and evidence of others. This is desirable as you are attending University in order
to learn from others.
You will be required to use the APA syem or Harvard Syem of referencing. The CELT has
prepared a booklet for each syem specifically to assi udents to reference correctly. Each
booklet contains many examples that will help you when preparing your assignments. The
booklets can be found here:
http://fbe.unimelb.edu.au/__data/assets/pdf_file/0006/647583/Basic_referencing_APA_sye
m.pdf
http://fbe.unimelb.edu.au/__data/assets/pdf_file/0007/647584/Harvard_Referencing.pdf
It is important that all material you present for assessment is referenced correctly. Material
that has not been referenced correctly may be considered to be plagiarised, and as such may
be penalised. We will also look for evidence that material included in the bibliography has
been used in the assignment. Including references that have not been used may also result in
your assignment being penalised.

FBE Centre for Excellence in Teaching and Learning

The FBE Centre for Excellence in Learning and Teaching (CELT) provides services and
resources to enhance your learning in Business and Economics.
Maximise your academic success by taking part in CELT programs that are intended to
develop:
r

Skills in research, referencing and academic writing

Maery of different assignment types

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Effective udy techniques

Abilities to learn effectively with your peers

Transition to the faculty and underanding of academic expectations

The Centre also provides an extensive range of Help Sheets that can enhance your academic
performance in Business and Economics. These are available online at the CELT website.
Visit the CELT site fbe.unimelb.edu.au/celt to learn more and get involved.

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