Faculty of Business and Economics

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedBerwick First semester 2012 (Day)
Sunway First semester 2012 (Day)
Peninsula Second semester 2012 (Day)
South Africa Second semester 2012 (Day)
Coordinator(s)Mr Manir Zaman


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.


The learning goals of 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.


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

Chief examiner(s)

Mr Manir Zaman

Contact hours

3 hours per week


Students must have passed MKG1120 or MKW1120 before undertaking this unit.