Gain a solid knowledge base about the diverse opportunities offered by the internet and mobile technologies for successful marketing management.

You will explore interactivity from a marketing perspective and develop your understanding of how these new technologies have affected the traditional way of marketing. In addition, you will examine the strategies that companies are using, the difficulties they face and the applications that are available for companies that want to integrate new technologies into marketing activities.

We will discuss all important 'buzz' concepts including search engine optimisation, 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.

This course aims to bring together interactive marketing strategy and implementation. You will select relevant theories and concepts, and apply those to practical problems using case studies and/or real-life industry projects.


Course coordinator

Dr Peter Guenther, Lecturer - School of Economics, Finance and Marketing

Learning outcomes

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

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


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.