24737 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 introduces electronic markets and marketing information systems by building on the concepts of interaction, relationships and networks. As a starting point, the student is acquainted with the societal trends in the information economy and marketing information as a strategic asset as well as its discovery, creation, dissemination, quality and retrieval. This foundation helps to better understand the network-based business model (the Virtual Corporation) and the supporting inter-firm information exchanges. A critical component is project work pertaining to the alignment of key technologies with marketing strategies especially at market entry; an ethnographic research study on the use of new marketing information technology in the workplace; and the practical aspects of information exchange and utilisation in major industries.

Subject objectives/outcomes

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

Introduce relevant Electronic Business Infrastructure Frameworks
Introduce and critically analyse contemporary marketing theory and frameworks for application to electronic market environments
Introduce information management theory and models that may be applicable to electronic market environments
Introduce key information infrastructure technologies within the context of marketing strategy and execution
Understand assessment, implementation and valuation of electronic business models and initiatives
Introduce marketing research principles, models and tools relevant to electronic market environments
Complete a research or project related to marketing activity within an electronic market environment.

Contribution to graduate profile

This subject creates the link between the foundation subjects and the specific content areas of the degree/sub-major. This subject provides grounding in the processes of information and knowledge management and the information-based strategies involved in electronic business relationships. It contributes to the objectives of the core by supplementing the development of a theoretical framework for analysing e-business relationships and provides vocationally relevant skills for managing knowledge-based enterprises and the marketing relationships in which they engage.

Teaching and learning strategies

A wide range of flexible delivery strategies will be employed. This will involve intensive use of interactive computer-based lecture and workshop sessions. In addition electronic content delivery strategies will be important. In particular, the UTS Online electronic learning environment will play and important role in demonstrating E-Business Marketing concepts.

Content

Introduction: E-Commerce/Business Framework
E-Business Infrastructures
E-Business Models
Customer Interface/Usability
Implementation
Metrics
Marketing Information Management Issues.

Assessment

Project (Group (20%) and Individual (15%))	35%
The Project is based on student groups exploring, analysing and reporting on E-Business Marketing initiatives. Individual assessment for the Project includes a peer-group evaluation of individual member's contribution to the Project. This Project will enable students to demonstrate they have addressed objectives 3-7.
Final Examination (Individual)	35%
The Final Examination will test student's understand of the theoretical perspective's and issues associated with E-Business Marketing. As such it will specifically address objectives 1-3.
Seminar Topics (Group (10%) and Individual (20%))	30%
The Seminar Topics for E-Business Marketing is designed to explore contemporary technology and electronic marketing issues, with the individual component extended to specific workplace application. As such it will specifically address objectives 1, 2 and 4.

Recommended text(s)

Pattinson, Hugh M., David R. Low (Eds.)(2003), E-Business Marketing, McGraw-Hill Custom Publication, Sydney.

Indicative references

Berson, Alex, Stephen Smith, Kurt Thealing (2000), Building Data Mining Applications For CRM, McGraw-Hill, New York

Bradley, Stephen P., Richard L. Nolan (Eds.)(1998), Sense and Respond: Capturing Value In The Networked Era, Harvard Business School Press, Boston

Carr, Nicholas G. (Ed.)(2001), The Digital Enterprise, Harvard Business School Press, Boston

Davenport, Thomas H., Laurence Prusak (1998), Working Knowledge, Harvard Business School Press, Boston

Greenberg, Paul (2001), CRM At The Speed Of Light, Osborne McGraw-Hill, Berkeley Ca

HBR (1999), Harvard Business Review On The Business Value of IT, Harvard Business Press, Boston

Magretta, Joan (Ed.)(1999), Managing In The New Economy, Harvard Business School Press, Boston

Rayport, Jeffrey F., Bernard J. Jaworksi (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

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.