Undergraduate - UnitMKW2841 - E-business models and analysis

This unit entry is for students who completed this unit in 2013 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

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Sunway Second semester 2013 (Day)
Coordinator(s)	Associate Professor Paul Yeow

Synopsis

Includes concepts of analysing an e-business for viability using logical value chain assessment. Examines an e-business' value creation capacity, value delivery likelihood, and value capturing ability. Analysis of e-businesses in Australasia and around the world. Dissection of application of e-business principles, and specifically e-business models through an examination of how e-businesses are designed and interact with business partners, channel members and suppliers. Also covered are customer profitability analysis, cost of sales, customer valuation, online behaviour and purchase propensity assessment and use. Lecture and partially case discussion based.

Outcomes

The learning goals associated with this unit are to:

comprehend, explain and analyse e-business models in the various parts of value chain including downstream (retailing), internal (intrabusiness) and upstream (supply chain and B2B e-procurement)
comprehend, explain and analyse the applications of e-business models in other areas including electronic government, mobile computing and pervasive technology, dynamic trading (e-auctions) and web 2.0 environment (social networks)
comprehend and explain the justifications of e-business investments and the use of e-business performance measures and metrics
comprehend and explain the development of e-business applications and infrastructure.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Associate Professor Paul Yeow

Contact hours

3 hours per week

Prerequisites

MKW1601

Prohibitions

BEW2621