Monash University Handbook 2010 Undergraduate - Unit

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 WWW and online transacting which has already revolutionised a number of sectors of the world economy. This subject takes marketing and traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communication and delivering customer value in the marketplace.

Objectives

The learning goals of this unit are to:

• illustrates insight into how traditional marketing structures and concepts, techniques and activities translate into the electronic marketing medium
• demonstrates an integrated perspective of how electronic marketing contributes to value creation for all stakeholders
• illustrates an ability to analyse the market and to create and develop innovative electronic solutions to fulfil identifiable needs
• combines theory with the pragmatism required to effectively traverse the divide between marketing and delivering an electronic solution to market needs.

Assessment

Within semester assessment: 50%, Examination (2 hours): 50%

Chief examiner(s)

Stephen Saunders

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKW1120