24724 Global e-Business Marketing

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 focuses on specific issues involved in electronic marketing that apply when doing business across national boundaries and when operating on a global basis. It creates an awareness of the constraints that apply in the international marketplace to the application of the allegedly borderless electronic marketing due to national and regional differences and regulations. It explores ways in which traditional marketing mix variables need to be modified in the electronic context and in particular the impact on physical distribution and distribution channels. It also highlights strategic marketing issues that arise when doing business in the global electronic environment and assists students to develop strategies to cope with the complications that are likely to arise.

Subject objectives/outcomes

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

Understand current global and relevant regional and local converged digital information infrastructures
Understand application of new and emerging e-business technologies at regional and national levels
Define and assess the concept 'digital-readiness' at global, regional and national levels
Evaluate the impact of e-business technologies on International Marketing environmental variables and vice-versa
Describe particular applications of e-business technologies to regionalised or national marketing activities or initiatives
Create a plan to express effective customer interfaces adjusted for International Marketing Environmental Variables.

Contribution to graduate profile

This subject is designed to extend knowledge gained from both International Marketing and E-Business Marketing subjects to evaluate and address and specific issues associated with doing business across national boundaries using the new and constantly evolving converged digital information infrastructure. Students may also benefit from studying this subject as a direct extension of the Managerial Marketing subject.

Global E-Business Marketing explores the rollout of new e-business technologies throughout the world and it applications to marketing at global, regional and local levels. There is a strong on the development of effective e-business systems for international markets, with emphasis on customer interfaces also adjusted for International Marketing environmental variables.

Students will be encouraged to create and explore scenarios for ongoing global information infrastructure – and understand possible positive and negative impacts on regional and local business environments.

Teaching and learning strategies

Lectures by both faculty and guest lecturers will expose students to the latest developments in this dynamic subject area. Seminar papers prepared and presented by students based on recent conference papers and journal articles will reinforce the learning objectives of the subject. Finally, a major project will require students to strategies to effectively implement a global marketing program in the electronic environment.

Content

Introduction: Global E-Business Marketing Framework
Internationalisation/Globalisation And Emerging Information Infrastructure
Global Information Infrastructure
Regional/National Information Infrastructure
Global/Regional/International E-Business Logistics
Global/Regional/International Customer Interface Issues
Adapting Products And Services Through and With E-Business
Key Emerging E-Business Technologies For Global/Regional/International Marketing.

Assessment

'Digital-Readiness Country Study' Paper (Individual)	30%
The 'Digital-Readiness Country Study' Paper is designed for students to rigorously analyse e-business infrastructure for a specific country and provide critical commentary and recommendations on how marketing programs may have to be tailored for that country. This assessment will enable students to demonstrate that they have met objectives 1-3.
Global E-Business Initiative (Individual (25%) Group (10%))	35%
The Global E-Business Initiative is designed to explore global/regional/international development and application of a specific e-business initiative, preferably in a marketing context. Students present on an initiative and in pair-groups, and then each students completes an extended written on the initiative. This assessment will enable students to demonstrate that they have met objectives 3-5.
Global Customer Interface Project (Individual (15%) Group (20%))	35%
The Global Customer Interface Project is designed to enable students to review an Electronic Business Customer Interface; making recommendations to accommodate global/regional/international roll-out all to pass onto a Technical Group for implementation. Individual assessment for the Project includes a peer-group evaluation of individual member's contribution to the Project. This assessment will enable students to demonstrate that they have met objectives 3-6.

Recommended text(s)

Book of Readings

Indicative references

Bishop, Bill (1999) Global Marketing for the Digital Age, NTC Business Books, Chicago, IL.

Dholakia, Nikhilesh, Wolfgang Fritz, Ruby Roy Dholakia, Norbert Mundorf (2002) Global E-Commerce and Online Marketing: Watching the Evolution, Quorum Books, Westport, CN.

Fellenstein, C., R. Wood (2000) Exploring E-Commerce, Global E-business, and E-societies, Prentice Hall PTR, New Jersey.

Fletcher, R., L. Brown (2002), International Marketing – An Asia-Pacific Perspective, 2nd Edition, Prentice Hall, Sydney.

Freeman, Chris, Francisco Louca (2002) As Time Goes By: From The Industrial Revolutions To The Information Revolution, Oxford University Press, Oxford

Kahin, B., C. Neeson (eds.) (1996) Borders in Cyberspace, MIT Press, Cambridge, Mass, USA.

McKnight, Lee W., Paul M. Vaaler, Raul L .Katz (Eds.)(2001) Creative Destruction: Business Survival Strategies in The Global Internet Economy, The MIT Press, Cambridge, Ma.

Perez, Carlotta (2002) Technological Revolutions and Financial Capital, Edward Elgar Publishing, Cheltenham, UK

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

Richardson, Paul (Ed.)(2001), Internet Marketing: Readings And Online Resources, McGraw-Hill, New York

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

Sheth, Jagdish, Abdolreza Eshighi, Balia C Krishnan (Eds.) (2001), Internet Marketing, Harcourt, Fort Worth, TX

Westland, J.C., H. K. Clark (1999) Global Electronic Commerce: Theory and Case Studies, MIT Press, Cambridge, Mass, USA.