24408 e-Marketing Analysis and Strategy

Subject level: Undergraduate

Handbook description

The marketing of goods and services in e-business environments poses some unique challenges. This subject provides an integrated managerial and strategic approach that places e-business issues within a broader general marketing management context and addresses the need for e-business marketers not only to understand customer needs and behaviours but also how to use these insights to develop strategies for competing effectively in the marketplace and marketspace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective e-marketing strategy.

Subject objectives/outcomes

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

1. Implement practical solutions to complex e-marketing problems.
2. Apply e-marketing theories, frameworks and concepts to managerial decision contexts.
3. Apply analytical perspectives and decision tools, which underlie creative e-marketing decisions.
4. Work more effectively in teams to develop interpersonal, leadership and communication skills.
5. Present more effectively in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

The marketing of goods and services in e-business environments poses some unique challenges. This subject provides an integrated managerial and strategic approach that places e-business issues within a broader general marketing management context and addresses the need for e-business marketers not only to understand customer needs and behaviors, but also how to use these insights to develop strategies for competing effectively in the marketplace and marketspace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective e-marketing strategy.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address topics like the following:

• Analysing e-business value chains in marketing
• Designing e-business models in marketing
• Developing and implementing e-business marketing strategies and programs
• Evaluating e-business marketing performance
• Providing e-business marketing leadership

Assessment

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Project Report (Group)

Assessment item 3: Final Exam (Individual)