24716 Research Project in e-Business Marketing

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24737 e-Business Marketing
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

Students engage in an in-depth field investigation of an electronic marketing initiative in a specific industry environment. Appropriate research methodologies are evaluated and applied to the project.

Subject objectives/outcomes

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

Demonstrate an understanding of e-business marketing theory, frameworks and models in relation to a selected business context.
Demonstrate their ability to apply those theories in great depth, frameworks and models relevant to a specific e-business marketing challenge or opportunity an organisation is confronted with.
Demonstrate their ability to present your findings in a well researched, structured, and concisely written report, including comprehensive and appropriate referencing.

Contribution to graduate profile

This subject is designed to provide an opportunity to investigate a specific entrepreneurial activity related to e-business marketing. It functions as a capstone subject within the suit of e-business marketing subjects and it is expected that students will apply appropriate e-business marketing theory learned in other prior subjects.

Teaching and learning strategies

Interactive orientation and review sessions will include workshop discussions, presenting progress and brief summaries of their project investigations. Web based information, communication and feedback will complement group meetings to discuss the content and progress of group work.

Content

E-business marketing research
E-business marketing analysis
E-business marketing planning
E-business marketing decision-making
E-business marketing strategy and tactics
E-business marketing budgeting
E-business marketing implementation and auditing.

Assessment

Project Proposal (Individual)	10%
Each student is to specify in a proposal a concise project. In this proposal, students detail how they plan to carry out the research project so that they can derive managerially meaningful recommendations. This proposal allows students to demonstrate that they have met objectives 1 and 2.
Final Project Review Report (Individual)	70%
The research project requires the development of a managerially sound plan that addresses an e-business marketing issue. This project allows students to demonstrate that they have met objectives 1-3.
Project Review Report	20%
In this review report students are required to present a critical appraisal of both the conclusions drawn in their final report [approximately 1/3] and the process by which they have derived these conclusions [approximately 2/3]. This report allows students to demonstrate that they have met objectives 1 and 2.

Recommended text(s)

Book of Readings