Course Title: Digital Business Development

Part A: Course Overview

Course Title: Digital Business Development

Credit Points: 12.00


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1420

RMIT University Vietnam

Undergraduate

830H Centre of Commerce and Management

Face-to-Face

Viet3 2017

Course Coordinator: Kevin Kuruvilla

Course Coordinator Phone: +61 3 9925

Course Coordinator Email: kevin.kuruvilla@rmit.edu.vn

Course Coordinator Location: 2.2.20

Course Coordinator Availability: Mon - Fri


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

This course covers the fundamentals of building an ecommerce business and how a website can be effectively managed and designed to improve customer experience. Students will learn some key concepts in the areas of e-CRM and e-supply chain as well as key search engine marketing techniques necessary for a website to rank well on Google. A successful search engine marketing strategy is one of the primary ways in which business websites can attract new customers. In this course, you will learn about the core search engine optimization (SEO) techniques, including keyword searches, writing optimized content, getting web pages indexed by search engines, link building and also tracking outcomes. You will discover new online tools and resources to implement successful digital campaigns as part of an effective online marketing strategy


Objectives/Learning Outcomes/Capability Development

Upon completion of this course, students should be able to understand the relevance of technology to a digital business and be able to develop an effective digital marketing strategy that provides value to the business and it’s stakeholders.


On completion of this course you should be able to:
• CLO1 – Understand the principles of the digital information network
• CLO2 - Understand how to use various tools on the Internet as a strategic resource to attract and retain consumers
• CLO3 - Explain how an Internet Marketing strategy fits into an organization’s overall marketing framework and understand the performance metrics
• CLO4 - Engage in Search Engine Optimization, Search Engine Marketing, and website design to optimize customer experience.
• CLO5 - Design an Internet marketing strategy and prepare an implementation plan


Overview of Learning Activities

Learning activities will involve lectures and class discussions, case studies, group projects, and student presentations. Students will have the opportunity to participate in projects aiming at enhancing their learning experiences associated with the course.


Overview of Learning Resources

As an enrolled student of RMIT University you will be provided with access via the internet to the RMIT Library databases and online facilities. If you require assistance with the RMIT library facilities the first person to contact is the Business Liaison Librarian for this school. Contact details for Business Liaison Librarians are located online on the RMIT library website.
Additional industry-based resources may be available to you depending on the nature of your placement.


Overview of Assessment

Assessment Tasks  WeightingLinked Learning Outcomes
Assessment 1 30% 1,2,3
Assessment 2 30%2,3,4
Assessment 3 40%2,3,4,5