24715 Strategic Marketing for e-Business

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
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 examines the alternative marketing strategies used in electronic commerce and evaluates relevant strategic marketing concepts in different competitive environments. The challenge managing the transformation and business migration strategies from 'place' to electronic marketing 'space' is experienced using a business simulation.

Subject objectives/outcomes

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

Understand relevant strategic marketing theories and frameworks applicable to electronic business situations.
Apply different electronic marketing strategies to achieve various business and marketing objectives.
Investigate the application of integrated strategic marketing theories and frameworks.
Understand business environments in which firms are transforming from 'place' to 'space'.
Examine contemporary strategic marketing issues in electronic business.
Examine perspectives on why and how the value creation and value delivery processes in various industries (e.g. finance and banking, leisure and travel, supermarket, advertising, hi-tech firms, autos) are being transformed by electronic business.

Contribution to graduate profile

This subject explores the strategic marketing implications of the developments in electronic business. It is designed to make students aware of the implications of how advances in technology impact on marketing strategy.

Building on the knowledge gained from earlier e-business courses, students will focus on the implications of e-business developments on the marketing strategy of the business unit.

The course approach is to build awareness of the need to formulate marketing strategies which integrate and coordinate both on line and off line marketing activities.

Teaching and learning strategies

Students will be encouraged to undertake research, study the literature and monitor the media on subjects related to e-business marketing strategy. By creating a broader perspective on the topic, class debate and student learning should be made more effective than if it was confined only to text material.

Content

Understanding of marketing strategy concepts applied to an e-business environment
Key e-business theories and models review
Understanding how e-business marketing strategies can be applied for competitive advantage
To understand the role of customer relations management in an e-business setting
Competitive marketing strategies in the e-business setting
Migration and transformation issues in becoming e-business enabled.

Assessment

Readings Critique (Individual)	20%
Students will be required to study and critique an e-business journal article. This assessment is designed to assess students understanding of the theories and concepts to demonstrate that students have met objectives 1, 3 and 5.
Strategic Marketing Plan (Group)	30%
This will assess students understanding and applications of e-business marketing in a specific industry. They will work in teams to study how a business unit undertakes its marketing strategy and make forward recommendations of how it may embrace and integrate ebusniess marketing. This assignment will allow students to demonstrate that they have met objectives 2, 4 and 5.
Final Exam (Individual)	50%
This exam, consisting of short answer questions, will test students understanding of ebusiness theory and their ability to apply the theory to ebusiness marketing situations. This will enable students to demonstrate that they have met objectives 2-6.

Recommended text(s)

B746128 - Bruce Perrott and Peter Moore, Strategic Marketing in Electronic Business, Book of Readings, available from the Co-op Bookshop.

Indicative references

Porter, Michael., E (2001), 'Strategy and the Internet', Harvard Business Review, March

Wheelen, L, Thomas and J Hunger, David (2000), "Chapter 1: Basic Concepts of Strategic Management," in Strategic Management And Business Policy. 7th ed. Upper Saddle River: Prentice Hall.

Ross J and Weill (2002), '6 IT Decisions Your IT People Shouldn't Make', Harvard Business Review, November, 85-91

Magretta J (2002), 'Why Business Models Matter', Harvard Business Review. May, 86-92

Rigby D K, Reichheld F F and Schefter P (2002), 'Avoid the Four Perils of CRM', Harvard Business Review, February, 101-109

Rayport, Jeffrey and Bernard Javorski (2001), "Framing the Market Opportunity," in eCommerce. New York: McGraw Hill.