24724 Global e-Business Marketing

Subject level: Postgraduate

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:

1. Understand current global and relevant regional and local converged digital information infrastructures
2. Understand application of new and emerging e-business technologies at regional and national levels
3. Define and assess the concept 'digital-readiness' at global, regional and national levels
4. Evaluate the impact of e-business technologies on International Marketing environmental variables and vice-versa
5. Describe particular applications of e-business technologies to regionalised or national marketing activities or initiatives
6. 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

Assessment item 1: 'Digital-Readiness Country Study' Paper (Individual)

Assessment item 2: Global E-Business Initiative (Individual Group )

Assessment item 3: Global Customer Interface Project (Individual Group)