24408 e-Marketing Strategy

This subject further develops electronic business and marketing strategy models and frameworks. Students critically analyse current electronic and marketing strategy models and frameworks in different competitive environments, using case studies. As electronic business and marketing strategy concepts are still in the emerging and formative stages, students are rigorously challenged to rethink and redefine concepts of strategy for electronic business environments. Students are introduced to new strategic thinking concepts, tools and processes applicable to highly uncertain and rapidly changing high-technology industries and environments. Students apply their perspectives to electronic business and marketing strategy through an academic paper and a group case study project.