Course Title: Interactive Marketing

Part A: Course Overview

Course Title: Interactive Marketing

Credit Points: 12.00

Important Information:

Please note that this course may have compulsory in-person attendance requirements for some teaching activities. 

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption. 

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209

Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus 

Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance. 


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1105

City Campus

Postgraduate

625H Economics, Finance and Marketing

Face-to-Face

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,
Sem 2 2019,
Sem 1 2020,
Sem 1 2021

Flexible Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1399

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JulDec2017 (KP5)

MKTG1399

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JanJun2019 (KP1)

MKTG1399

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JulDec2019 (KP5)

MKTG1399

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JanJun2020 (KP3)

MKTG1399

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JanJun2021 (KP2)

Course Coordinator: Dr Janneke Blijlevens

Course Coordinator Phone: +61 3 9925 5941

Course Coordinator Email: janneke.blijlevens@rmit.edu.au

Course Coordinator Location: Building 80, Level 10

Course Coordinator Availability: Building 80, Level 10


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

In this course you will develop a deep understanding of what interactive marketing entails. Through participating in activities you will learn about what the defining elements are of interactive marketing, how these elements facilitate a mutual exchange of information between marketer and consumer, how these elements are used to identify consumer needs and to foster relationships, and how use these elements can inform strategies to fulfil consumers’ needs. You will apply this gained understanding through identifying and creating a successful consumer-centred interactive marketing strategy.


Objectives/Learning Outcomes/Capability Development

-


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

CLO1 Identify the elements that define a successful consumer-centred interactive marketing strategy

CLO2 Source and critically analyse information about the market context and consumers and use it selectively to inform interactive marketing strategies and tactics for businesses.

CLO3 Use appropriate knowledge and concepts to identify and evaluate consumer-centred interactive marketing opportunities for businesses

CLO4 Develop and implement selected interactive marketing elements in a real-life business context.

CLO5 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. This course adopts an activity-based approach to learning, meaning that understanding of concepts will arise through the active participation in activities in and outside of class. This means minimal formal lecturing will take place, and instead learning occurs through interaction with the content, the lecturer, and your peers. This course follows a structural alignment approach, which means that each activity follows on and builds from the learning occurred in the previous activity, and that each activity produces an element of learning that will directly be assessed in one of the three assessments, and, finally, that each assessment provides a basis of learning through submission and feedback relevant for the next assessment.


Overview of Learning Resources

Readings and related information are available online through myRMIT/Canvas and/or Miro. These may include topic notes and slides, a study schedule, assessment details, links to relevant information, readings and exercises and activities, and communication tools to facilitate collaboration with your peers and sharing of information. You are expected to have done the specific readings and preparatory activities before for the workshops and be prepared to contribute to in-class discussions and activities. 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. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020. 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: 20%

Linked CLOs: 1, 5

Assessment Task 2: 30%

Linked CLOs: 3, 4 

Assessment Task 3: 50%

Linked CLOs: 1, 2, 3, 4, 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.