COIT20250 E-Business Systems: Marketing E-Portfolio Analysis

This e-portfolio assignment focuses on key marketing concepts, specifically email, mobile, and social marketing. The student analyzes these marketing types, providing definitions and highlighting benefits. Email marketing is defined as sending marketable messages electronically, while mobile marketing involves multi-channel online tactics to reach a segmented audience. Social marketing is presented as having the potential to manipulate society and target consumers to acquire social good, with the four Ps of social marketing (product, price, place, and promotion) being outlined. The assignment references relevant academic literature to support the analysis of each marketing type. The assignment is part of a larger e-portfolio project aimed at enhancing learning and teaching within an e-business systems course, COIT20250, and demonstrates the student's ability to articulate recent developments in the e-business industry.

Running Head: MARKETING
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Marketing
E-business System
(Student Details: )
9/7/2019

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E-Portfolio
This e-business portfolio is aiming to enhance learning and teaching as per the weekly
topic from the future career perspective.
Week 6
Email marketing
In the context of marketing, email marketing can be seen as the act of sending a marketable
message. Such messages can be sent to a group of people, by using electronic mail i.e. email
(Hollensen, 2010). Within their broadest sense, each and every email is usually sent to a
potential or present consumer; hence it is considered email marketing. Thus, when
contemporary organizations use digital platforms for their marketing management then it is
known as email marketing (Cateora, Gilly, & Graham, 2011).
Mobile marketing
Marketing types suggest that mobile marketing is typically a multi-channel online-
marketing tactic that is focused on attaining a segmented audience (Lee & Carter, 2011).
Mobile marketing can be done over their mobile phones, featured phones, tablets, or other
linked devices with the help of websites, SMS, E-mail, MMS, social media, as well as mobile
applications. There are a lot of benefits of mobile marketing such as convenient,

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instantaneous results, tracking response, huge viral potential and microblogging benefits
(Hollensen, 2010).
Social marketing
In the wide area of marketing, social marketing plays an important role as it is having
strong potential to manipulate or attract society and target consumers (Lee & Carter, 2011). It
has been found that social marketing owns the primary goal of acquiring social good. In
addition to that, for the sake of public health, social marketing always promotes general
health, while raising awareness as well as induce positive changes in behaviour (Cateora,
Gilly, & Graham, 2011). In this context, the four Ps of social marketing are as follows:
 The conception of the product
 The price of the product
 The place where the product is to be sold
 And lastly promotion of the product (Cateora, Gilly, & Graham, 2011).

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References
Cateora, P., Gilly, C., & Graham, J. (2011). International Marketing. New York:
McGrawHill.
Hollensen, S. (2010). Marketing management: A relationship approach. UK: Pearson
Education.
Lee, K., & Carter, S. (2011). Global marketing management. Strategic Direction, 27(1).