Undergraduate - UnitMKW3881 - Electronic marketing

This unit entry is for students who completed this unit in 2015 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.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Malaysia First semester 2015 (Day) South Africa Second semester 2015 (Day)
Coordinator(s)	Dr Tan Choon Ling(First semester);Ms Marlene Bogaards (Second semester)

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.

Outcomes

The learning goals of this unit are to:

illustrate insight into how traditional marketing structures and concepts, techniques and activities translate into the electronic marketing medium
demonstrate an integrated perspective of how electronic marketing contributes to value creation for all stakeholders
illustrate an ability to analyse the market and to create and develop innovative electronic solutions to fulfil identifiable needs
combine 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: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Tan Choon Ling (First semester); Ms Marlene Bogaards (Second semester)

Prerequisites

Students must have passed MKG1120, MKW1120 or MKW1601 before undertaking this unit.