Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24307 e-Business Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

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.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Understand the nature and scope of Electronic Marketing Strategy;
2. Analyse advanced electronic business models;
3. Demonstrate awareness of contemporary electronic business strategy developments;
4. Attain competencies in advanced Marketing Strategy concepts, tools and methodologies for application to technologies and electronic business environments characterised by high uncertainty and rapid change; and
5. Understand the development and implementation of an Electronic Marketing Strategy Plan.

Contribution to graduate profile

This unit focuses on highly dynamic nature of e-business environments. The emphasis of this unit is given to the strategic aspects of electronic business and marketing. This subject further develops electronic business and marketing strategy models and frameworks. Advanced electronic marketing concepts and applications will be presented and analysed in this subject. Students will be introduced to new strategic thinking concepts, tools and processes applicable to highly uncertain and rapidly changing high-technology industries and environments. Students will apply their perspectives to electronic business and marketing strategy through a series of cases, which incorporate the development and implementation of an Electronic Marketing Strategic Analysis.

Teaching and learning strategies

The subject uses lectures and case study discussions during tutorials to allow students to build their understanding and knowledge of electronic marketing strategy. Students will need to access the E-Marketing Strategy Teaching area on UTS Online, familiarise themselves with the environment and start reading the assigned textbook and materials as soon as possible and definitely prior to each class. There will be a substantial emphasis on discovery and students will be encouraged to present or discuss their research beyond the prescribed material.

Content

• Introduction to E-Marketing Strategy
• Advanced business models
• Internet research issues
• Looking at the internet as a distribution channel
• Marketspace matrix as a planning tool for internet communication; branding
• Dynamics of virtual communities
• Business strategies and the internet – formulation and implementation
• Business-to-business strategies and processes
• Strategy under chaos.

Assessment

Academic Paper (Individual)	30%
An Individual Paper will be completed containing an Electronic Marketing Strategic Analysis for either an Australian based company that already has a substantial Electronic Business Presence or will require a substantial Electronic Business Presence within the next six to twelve months. Students will be required to conduct analysis based on strategy frameworks and concepts presented in the subject, including comparative website and electronic business presence analysis. This addresses objectives 1, 2, 4, and 5.
Case Study Report and Presentation (Group)	30%
The E-Marketing Case Studies assessment component encourages students to study, analyse and discuss the latest e-marketing initiatives in action through a presentation and active, interactive class discussion. This addresses objectives 3 and 4.
Final Exam (Individual)	40%
The final examination, which will be a formal exam held in the Formal Examination Period will be closed book and will consist of a set of short answer/essay questions. All lecture content and selected E-Marketing Case Studies will be examinable. This addresses objectives 1-4.

The assessments will be secured through a combination of peer assessment of individual contributions, updating of assessment tasks across semesters and/or plagiarism detection software. The final examination is a closed book exam held in the Formal Examination Period.

Recommended text(s)

Low, David. R., and Hugh M. Pattinson (Eds.) (2003) Marketing Strategy for Electronic Business, McGraw-Hill, Sydney.

Indicative references

Kotler, P. (2000) Marketing Management (10th ed.), Upper Saddle River: NJ: Prentice Hall

Rayport, Jeffrey F., Bernard J. Jaworksi (2004), Introduction to E-Commerce – Second Edition, McGraw-Hill/Irwin MarketspaceU, Boston

Shapiro, C. and H. R. Varian (1998), Information Rules: A Strategic Guide to the Network Economy, Boston, MA: Harvard Business School.

Turban, Efraim, David King, Jae K. Lee, Dennis Viehland (2004), Electronic Commerce 2004: A Managerial Perspective (3rd Edition), Prentice Hall International Inc., Upper Saddle River NJ

Walker, O. C., H, W. Boyd and J. Larreche (1999), Marketing Strategy: Planning and Implementation, Boston, MA: McGraw-Hill.