Welcome to:

MKW 3881- Electronic Marketing

Unit Coordinator & Presenter:

Manir Zaman

How to contact me?

Room No: 6-5-27
Tel.: 03 5514 6293
Email Address: tan.choon.ling@monash.edu
Consultation time: Friday, 12.00- 2.00pm

Introduction to Digital Marketing

Objectives of this session

To explain unit objectives, teaching
and learning approach
To spell out details on assessment
To discuss the nature and scope of
digital Marketing

Introduction to Digital Marketing

Unit Objectives
The learning goals of this unit are to:
illustrate insight into how traditional marketing structures and concepts,
techniques and activities translate into the electronic marketing medium
demonstrate an integrated perspective of how electronic marketing
contributes to value creation for all stakeholders
illustrate an ability to analyse the market and to create and develop
innovative electronic solutions to fulfil identifiable needs
combine theory with the pragmatism required to effectively traverse the
divide between marketing and delivering an electronic solution to market
needs.

Introduction to Digital Marketing

Teaching and learning approach

There is a two hour lecture and one hour tutorial every
week.
You are expected to:

Print weekly lecture outlines from the Berwick campus specific Moodle site of
the unit
attend all lectures and tutorials
read the relevant chapter(s), assigned article(s) and prepare answers to
questions/problems assigned for discussions in the tutorial sessions
Actively participate in tutorial activities

Third year level unit

critical thinking, questioning is imperative in classes and tutorials

writing standard must be of third year quality
the unit integrates prior learning and assumes your comprehensive
understanding of basic marketing concepts and theories

Introduction to Digital Marketing

Resources and Requirements

Prerequisites
MKW 1120/MKF1120
Prescribed Texts: Digital Marketing: Strategy,
Implementation and Practice 4th ed. By Dave Chaffey &
Fiona Ellis-Chadwick
Other Recommended texts: Refer to Unit Guide
Q Manual: http://www.buseco.monash.edu.au/publications/qmanual/
Moodle Helpdesk: via my.monash portal

Introduction to Digital Marketing

Assessment tasks
Assessment:
50% closed book examination (hurdle)
10% essay (individual work)
30% business report (Group work)
10% tutorial attendance and engagement

Introduction to Digital Marketing

Week 1: Introduction to Digital Marketing

Learning Objectives
After completion of this module, you will be able to:
evaluate the relevance of digital platforms and digital
media to marketing
assess the advantages and challenges of digital media
identify the key differences between customer
communications for digital marketing and traditional
marketing.

Introduction to Digital Marketing

Marketing Theory & Practice: Prior

learning

Marketing: Creating superior customer value

Understanding the marketing Value Exchange
Consumer Behaviour & Buying decision process
Market Segmentation, Targeting & Positioning
Products and services
Marketing Communication
Pricing strategies
Marketing channels and logistics
Direct and online marketing
Marketing strategies for competitive advantage
Introduction to Digital Marketing

Questions for marketers

What are the options for digital marketing to
grow our business?
What are the key benefits of digital marketing?
What differences do the digital media introduce
compared to existing marketing
communications models?

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What is digital marketing?

Is the process of achieving marketing objectives through
applying digital technologies
Five components:

A process of managing different forms of online company presence

Building and maintaining customer relationships e-CRM systems
Online web, e-mail and wireless media
Multichannel marketing
Satisfaction of goals of both parties

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Evolution of web technologies

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What is Web 2 and web 3.0 ?

Web 3.0 has not been widely applied to date.
Next generation web incorporating high speed
connectivity, complex cross community interactions and
an intelligent or semantic web where automated
applications can access data form different online
services.

Web 2.0 widely applied

a platform, spanning all connected devices;
delivering software as a continually-updated service
that gets better the more people use it, consuming
and remixing data from multiple sources, including
individual users, while providing their own data and
services in a form that allows remixing by others,
creating network effects through an architecture of
participation.

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How do digital technologies support marketing?

Identifying the Internet can be used for marketing research to

find out customers needs and wants (Chapters 7 and 10).

Anticipating the Internet provides an additional channel by which
customers can access information and make purchases evaluating
this demand is key to governing resource allocation to e-marketing as
explained in Chapters 2, 3 and 4.
Satisfying a key success factor in e-marketing is achieving
customer satisfaction through the electronic channel, which raises
issues such as: is the site easy to use, does it perform adequately,
what is the standard of associated customer service and how are
physical products dispatched? These issues of customer relationship
management are discussed further in Chapters 6 and 7.

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Discussion: 7 minutes
What are some of the marketing implications
of digital technologies
What fundamental changes has the internet
brought to traditional marketing?

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Different forms of online presence

1.
2.
3.
4.
5.

Transactional e-commerce site

Services-oriented relationship building website
Brand building site
Portal or media site
Social network or community site

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Why is a digital strategy needed?

To set clear goals for digital channels
To align with business strategy (avoid ad-hoc
approaches)
Create a specific online value proposition (OVP)
Specify communications tools to drive visitors
Integrate digital and traditional channels
Manage customer lifecycle (e.g. through email
marketing)

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A generic digital marketing strategy

development process

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RACE: Reach-Act (Interact)-Convert-Engage

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Key types of digital media channels

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Social Media Marketing Radar

(Chaffey, SmartInsights.com, 2011)

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Benefits of digital communications

Interactivity
Intelligence
Individualisation
Integration
Industry restructuring
Independence of location

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Communication models traditional &

new media

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Degree of individualisation - traditional

vs. new media

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Channel integration as part of integrated

e-marketing strategy

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5 minutes discussion
Internets unique properties
Key elements of todays digital landscape

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Nature and scope of Internet Marketing

Summary
Traditional marketing methods are still highly relevant in the
networked economy, though firms must now consider a host of
new and innovative marketing methods available online (e.g.,
dynamic pricing, online community)
In contrast to the one-way mass promotion that characterizes
modern marketing, Digital marketing enables firms to engage the
individual in personalized dialogues
Individualization and Interactivity are two forces that make digital
marketing different

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Before Next session

Read chapter 1
Important!! Make sure you print weekly lecture slides
from the Moodle site
Attend tute
Review your understanding of the concepts/theories
covered in the Marketing Theory and Practice unit

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Next Lecture
The Digital Micro- Environment

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