24737 e-Business Marketing

This subject introduces electronic markets and marketing information systems by building on the concepts of interaction, relationships and networks. As a starting point, the student is acquainted with the societal trends in the information economy and marketing information as a strategic asset as well as its discovery, creation, dissemination, quality and retrieval. This foundation helps to better understand the network-based business model (the Virtual Corporation) and the supporting inter-firm information exchanges. A critical component is project work pertaining to the alignment of key technologies with marketing strategies especially at market entry; an ethnographic research study on the use of new marketing information technology in the workplace; and the practical aspects of information exchange and utilisation in major industries.