Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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, communicating and delivering customer value in the marketplace.

Objectives

The learning goals associated with this unit are to:

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

Assessment

Students will choose an assessment regime from the following:
a) Examination (3 hours): 100%;
b) Within semester assessment: 50% and Examination (2 hours): 50%;
c) Within semester assessment: 100%

Chief examiner(s)

Peter Wagstaff

Contact hours

3 hours per week

Prerequisites

MKF1120