24723 Business to Business e-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

The rapid emergence and deployment of business-to-business electronic business infrastructure poses significant challenges for marketers. This subject provides an awareness of developments and issues associated with the rollout of business-to-business electronic business systems, with frameworks to critically analyse them in relation to business-to-business marketing issues such as specialised communication modes, negotiation, sales management, relationship marketing and relationship management.

Subject objectives/outcomes

Upon completion of this subject students should be able to:

Show an understanding of the basic concepts, theories and practices that guide the conduct of business between organisations in a digital environment and be able to clearly differentiate these from those used in consumer marketing.
Develop some of the communication skills used in building and developing business-to-business relationships including sales and negotiation skills, report writing and research skills.
Develop further information gathering and dissemination skills relevant to describing and analysing business marketing practice.
Critically determine whether the changes in business-to-business marketing due to the applications of digital technology seen to date are evolutionary or revolutionary in nature and to understand the implications of both evolution and revolution.

Contribution to graduate profile

This subject builds upon electronic business and marketing principles to focus on the rapidly emerging Business-To-Business Electronic Business environments.

The fundamentals of business marketing are introduced and linkages are developed between fundamental business-to-business activities such relationship building and network development, to the planning and establishment of new business to business Electronic Business systems.

Competencies that students will expected to gain in this subject will include analysis of market and customer behaviour in electronic business to business environments; interactive technologies for supporting customer supplier and partner relationships; and critical thinking and innovation in evolving electronic business to business environments. Students will be encouraged to analyse the human, organisational, social, political, technological and physical environmental implications of emerging business to business electronic business environments.

Teaching and learning strategies

The lecture/ seminars will incorporate a range of teaching and experiential learning strategies including face-to-face and electronically-based lectures, participant-observation exercises, Internet discussion groups, web-based exercises, cases and projects.

Content

Introduction: Review
Business Relationships and Marketing Based On Network Theory
Alternative Frameworks For Business-To-Business Activity
Business-To-Business Marketing Information Management
Web Services For Business-To-Business Activities
Emerging E-Business Technologies For Business-To-Business.

Assessment

Case-Based Project (Group (30%) and Individual (10%))	40%
For the Group or Individual Case-Based Project, Primary research investigating the nature and evolution of E-business systems in a business network or networks will culminate in an analysis of the effectiveness of the current system and recommendations as to future directions. This assessment will enable students to demonstrate that they have met objectives 1-4.
Final Examination (Individual)	40%
The Final Examination will assess students' ability to apply the theories presented in class to a real-world setting with both description and analysis of the business setting studied being required components. This assessment will enable students to demonstrate that they have met objectives 2-4.
In-Class Assignments (Individual)	20%
In-Class Assignments will test each student's understanding of the theories, and issues covered in the course and the relationships between these. Students will be evaluated on their contribution the group's learning process via their imaginative and knowledgeable presentation of and participation in discussion of readings and cases and via their active participation in classroom and internet-based exercises. This assessment will enable students to demonstrate that they have met objectives 1-3.

Recommended text(s)

Book of Readings

Indicative references

Brown, John S. and Paul Duguid (2000), The Social Life of Information, Harvard Business School Press, Boston

Hakansson, H (1989) Corporate Technological Behaviour: Cooperation and Networks London: Routledge.

Nonaka, I. And Takeuchi, H (1995) The Knowledge Creating Company, New York: Oxford University Press.

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

Roberts, Mary Lou (2003), Internet Marketing, McGraw-Hill/Irwin, Boston

Rosenbloom, B. (1995) Marketing Channels: A Management View, Orlando, Florida: Dryden Press,

Silverstein, B. (1999) Business to Business Internet Marketing, Gulf Breeze, Florida: Maximum Press.

Strauss, Judy, Adel El-Ansary, Raymond Frost (2003), E-Marketing – Third Edition, Prentice Hall, Upper Saddle River NJ.

Tapscott, Don, David Ticoll, Alex Lowy (2000), Digital Capital, Harvard Business School Press

Tapscott, Don (Ed.) (2000), Creating Value In The Network Economy, Harvard Business School Press, Boston,

Turban, Efraim, David King, Jae Lee, Merrill Warkentin, H. Michael Chung (2002), Electronic Commerce 2002: A Managerial Perspective (2nd Edition), Prentice Hall International Inc., Upper Saddle River NJ.