24724 Global e-Business Marketing

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.