Course Title: Interactive Marketing

Part A: Course Overview

Course Title: Interactive Marketing

Credit Points: 12.00

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, Sem 1 2022, Sem 1 2023, Sem 1 2024

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)
MKTG1399	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2022 (KP2)
MKTG1399	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2023 (KP2)
MKTG1399	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2024 (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

Recommended Prior Study:

• 008994 - Marketing Management or 008905 - Marketing for Managers

 

Assumed Knowledge:

• 008995 - Consumer Behaviour

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.

 

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies: 

8. Integrated marketing communications 

You will also work towards developing the following AMI professional competencies: 

5. Digital 

12. Content creation 

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.