units

MKF5561

Faculty of Business and Economics

18 September 2017 22 November 2024

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This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Dr Samir Gupta

Offered

Not offered in 2016

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 the WWW and online transacting which has already revolutionised a number of sectors of the world economy. This unit takes marketing and traditional views of marketing and exposes then 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.

Outcomes

The learning goals associated with this unit are to:

  1. provide an appreciation of new electronic communication technologies and their potential as platforms for marketing applications
  2. develop an understanding of the challenges presented to marketers by the emergence of information products
  3. provide an insight into how traditional marketing structures and concepts, techniques and activities translate into the new market medium
  4. traverse the marketing/technology interface within organisations and focus technological opportunities upon the generation of realisable benefits and customer value.

Assessment

Within semester assessment: 60%
Examination: 40%

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.

See also Unit timetable information

Chief examiner(s)

Dr Samir Gupta

Prerequisites

Students must have completed MKX9160, MKF5916, MBA5906 or MBA9006 to undertake this unit. Students enrolled in course 3802 have no prerequisites.

Prohibitions

MKX5561