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MKTG13-312: Internet and Social Media Marketing May 2018 [Standard]

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 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.


Academic unit:Bond Business School
Subject code:MKTG13-312
Subject title:Internet and Social Media Marketing
Subject level:Undergraduate
Semester/Year:May 2018
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 24) - Seminar 1
  • Seminar: x12 (Total hours: 24) - Seminar 2
  • Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials


Prescribed resources:
  • Stukent (2017). Digital Marketing Essentials + Simulation. [Digital Textbook + SIM]
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] 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

Enrolment requirements

Requisites: ?


Restrictions: ?


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.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  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 - search engine optimisation, search engine marketing, online advertising, web analytics, email marketing, social media marketing, and reputation management.
  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 appropritate the 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.


Assessment details

TypeTask%Timing*Outcomes assessed
Project Hands on digital marketing project 30% Ongoing 1, 2, 3, 4, 5.
Problem-based Learning Hands on engagement with case studies, expert sessions, digital marketing platforms and content management systems 40% Ongoing 2, 3, 5, 6.
Paper-based Examination (Closed) Final Examination 30% Final Examination Period 1, 2, 3, 4, 6.
  • * 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 [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

Unexplained late submissions will not be considered for marks. Penalties of 20% per day late will apply for late submissions (including weekends). More than 5 days late will therefore result in no grade. As assignments are team efforts, one member being ill for a portion of the preparation time typically does not justify an extension. Equally, should one team member be absent, for whatever reason, on the day of your presentation, is not reason to delay. However, should such a situation arise, please discuss it with me.

Policy on plagiarism

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.

Disability 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.

Subject curriculum

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.

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.

Theory and practice of web analytics. Role of metrics and KPIs in achieving marketing objectives and using analytics to make marketing decisions.

Role of on-site SEO in Internet marketing. Theory and best practice in keyword planning, relevance and targeting. Relationship between SEO and Landing Page Optimisation.

Role of off-site SEO in Internet marketing. The importance of link building, popularity metrics and the significance of content marketing in SEO.

Paid search advertising, choosing appropriate target market, writing ad copy, buying ad space and analysing results for effective marketing communication.

Understanding display networks, targeting the right audience, designing and optimising banner ads, and understanding the significance and role of remarketing.

Email list capture, email content, measuring success of email marketing and learning best practices for avoiding spam filters.

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.

Building and growing your consumers on social media to build an advocate network. Covers important concepts like virality, word of mouth and influencer marketing.

Content marketing strategies for attracting and retaining consumers for key social media channels. Understanding best practices in content marketing for key social media channels.

Approved on: Apr 11, 2018. Edition: 4.3