Faculty of Business and Economics

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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

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


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



  • First semester 2016 (Day)


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: 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.

See also Unit timetable information

Chief examiner(s)

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


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