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MKX5561 - E-marketing

6 points, SCA Band 2, 0.125 EFTSL

Postgraduate Faculty of Business and Economics


Caulfield First semester 2007 (On-campus)
Caulfield Second semester 2007 (Off-campus with online component)


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 unit 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.


The learning goals associated with this unit are to:


Assignment(s): 50%
Participation: 10%, Examination (3 hours): 40%

Contact hours

3 Hours class contact or equivalent per week.


Students enrolled in course code 3802 (M.Mktg Stream B) have no prerequisites. All other students must pass MKX9160 or MBA9006.