Over the course of the second semester, the BUS4074S module in E-marketing has introduced me to a broad range of new concepts. It has been a wonderful learning experience as it is a field in which I have had little to no prior understanding of in the past. It has become apparent to me over the past few months how critical it is to fully conceptualise the various facets that make up the digital world, as people consume digital content on a daily basis. The clarity for me in realising the significance of this has been profound, as I know that in an ever digitising world the supremacy of digital marketing is becoming an unchangeable reality. Soon all other marketing forms will become a remnant of the past, while some generations will no doubt lament the loss of traditional marketing, ultimately this process is inevitable. The set structure of lectures, tutorials and the workload were very manageable if one were to study the course outline in the opening week of the semester and prepare well in advance for each tutorial, e-tivity and the group project. The most important aspect of the e-marketing course for me was undeniably the e-portfolio. This was largely due to the fact that it was an ongoing project based on an entirely foreign concept to me, unlike tutorials which are based on thought pieces which have been a central part of my studies for some time now. I consider the idea of learning how to shape one’s own personal brand an invaluable skill, as it sets the foundation for professional reputation; its how you choose to package and communicate yourself, your career and your skill set. An aspect of the course in which I feel I am lacking and would like to gain a deeper understanding in is how to effectively and efficiently mark tutorials in the peer review area of the module’s tutorial process. I would recommend having a lecture pertaining specifically to how one should go about a peer review and providing the students with the skills necessary to give each of their fellow students the mark they deserve. As I felt that I was ill equipped to adequately mark three tutorials under the time constraint, and another issue arose in exactly when and where leniency should be given. This being said, the overall course in e-marketing has been an incredible journey of joy with instances of frustration, but in a nutshell the positives have outweighed the negatives. I will certainly take what I have learnt and use it in the competitive environment that awaits me beyond this institution.