MKX5561

E Marketing

(BUS)

Professor Mark Gabbott

6 points + One 3-hour class and nine hours of self-guided study + Caulfield + Prerequisite: completion of six subjects in the Master of Marketing or the Master of Marketing (Direct Marketing)

Synopsis: Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been the WWW and on-line transacting which has already revolutionised a number of sectors of the world economy. This subject takes marketing and traditional views of marketing and exposes then to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.

Assessment: Individual assignment (3000 words): 30% + Group assignment (2000 words): 20% + Class participation: 10%, Exam (2 hours): 40%