24737 e-Business Marketing

Subject level: Postgraduate

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:

1. Introduce relevant Electronic Business Infrastructure Frameworks
2. Introduce and critically analyse contemporary marketing theory and frameworks for application to electronic market environments
3. Introduce information management theory and models that may be applicable to electronic market environments
4. Introduce key information infrastructure technologies within the context of marketing strategy and execution
5. Understand assessment, implementation and valuation of electronic business models and initiatives
6. Introduce marketing research principles, models and tools relevant to electronic market environments
7. 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

Assessment item 1: Project (Group and Individual)

Assessment item 2: Final Examination (Individual)

Assessment item 3: Seminar Topics (Group and Individual)