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.
|Faculty||Bond Business School|
1. Demonstrate advanced knowledge of internet and social media marketing relevant for the online business environment.
2. Apply an integrated knowledge of concepts, techniques and frameworks to solve a complex online marketing problem.
3. Identify problems, define objectives, analyse quantitative and qualitative information and leverage available technologies to creatively solve marketing challenges and achieve stated business goals.
4. Demonstrate effective written skills across a range of business situations and audiences.
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.
Assumed Prior Learning (or equivalent):