Course Title: Interactive Marketing

Part A: Course Overview

Course Title: Interactive Marketing

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2007,
Sem 2 2008,
Sem 2 2009,
Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 2 2015,
Sem 2 2016,
Sem 2 2017

Course Coordinator: Dr. Peter Guenther

Course Coordinator Phone: +61 3 9925 5513

Course Coordinator Email:

Course Coordinator Location: Building 80, Level 10, Room 49

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008994 -  Marketing Management (MKTG1100/MKTG1295 or equivalent course code)
008995 - Consumer Behaviour (MKTG1101)

Course Description

This course will provide you with a solid knowledge base about the diverse opportunities offered by the Internet and mobile technologies for successful marketing management.
In this course you will explore interactivity from a marketing perspective. The course will develop your understanding of how these new technologies have affected the traditional way of marketing, the strategies companies are using, the difficulties and the main issues they face, and the applications that are available for companies that want to integrate the new technologies into marketing activities. We will discuss all important “buzz” concepts including search engine optimization, inbound links, adwords, viral marketing, email marketing, and analytics. We will select and discuss traditional marketing concepts from the domains of consumer behaviour, promotion, brand management, product management, pricing and distribution when they help us motivate our online strategy.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Evaluate the implications of interactive technologies on marketing practice to determine their impact on sales performance.
  2. Source and critically analyse information about the market environment and consumers and use it selectively to inform interactive marketing strategies and tactics for businesses.
  3. Use appropriate theoretical frameworks and concepts to identify and evaluate interactive marketing opportunities for businesses.
  4. Develop and implement selected interactive marketing tactics in a real-life business context.
  5. Critically analyse the strengths and weaknesses of interactive marketing tactics to evaluate their success.

Overview of Learning Activities

This course brings together interactive marketing strategy and implementation. We will select relevant theories and concepts and apply these to practical problems using case studies and/or real-life industry projects. The course will not include how-to sessions on website design.

The intent is for the classes to be as interactive as the medium on which we focus. Presentations and discussions will be the foundation of the classes. The format of the course has been designed to encourage self-directed learning and as such is student centric. Formal presentations by the lecturer will be used to complement the discussion.

Overview of Learning Resources

Readings and related information are available online through myRMIT/Blackboard. These may include topic notes and slides, a study schedule, assessment details, links to relevant Internet information, readings and communication tools to facilitate collaboration with your peers and sharing of information.

You are expected to have read the materials before for the workshops and be prepared to contribute to in-class discussions. Due to the rapidly changing nature of interactive marketing issues, strategies and tactics, there is no set textbook for this course. You may wish to access additional resources as required.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment


The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 30%
Linked CLOs: 2, 3, 4

Assessment Task 2: 30%
Linked CLOs: 2, 3, 4

Assessment Task 3: 40%
Linked CLOs: 1, 3, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.