MKF5561 - E-marketing - 2017

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.


Business and Economics

Organisational Unit

Department of Marketing


Dr Samir Gupta

Not offered in 2017


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.


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.


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)


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