MG3762 - Strategic Electronic Marketing

Credit points:	03
Year:	2006
Student Contribution Band:	Band 2
Administered by:

Electronic marketing is now a vital ingredient in the success of a business. To deliver a quality product, top Internet performers often approach web/electronic interface effectiveness from a two phase viewpoint - a combination of service value chain (Operations Management) and services marketing (Marketing). This course captures aspects of both disciplines. It offers the latest electronic marketing tools to move the business perspective to a new, and global, arena. The global and on-line business environments are forcing businesses to change rapidly. e&m-Business, e&m-Commerce are now embedded into the business agenda, and electronic marketing has now become a truly strategic weapon. Market research, metrics, strategy, and the major project - the concluding parts of this course, deliver the necessary application tools for the modern marketer in the global arena - they allow marketers to establish marketing synergies across the business, enhance the effects of offline levers, and increase the power of interactivity and individuality. Thus, this subject delivers important knowledge, skills and strategic tools to the modern business executive.

Learning Outcomes

• to <b>identify</b> and <b>critically assess</b> the emerging challenges, threats and opportunities present in the online electronic marketing environment;
• to <b>understand</b> and <b>appreciate</b> the impact and implications of advances in technology on consumers and businesses;
• to <b>recognise</b> the need to assess the nature of a business' target audience, customers' online experiences/expectations, and ways to develop effective communication tools;
• to <b>analyse</b> the suitability, feasibility and appropriateness of integrating a range of offline and online marketing tool as part of a company's marketing strategy.

Graduate Qualities

• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to find and access information using appropriate media and technologies;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to read complex and demanding texts accurately, critically and insightfully;
• The ability to generate, calculate, interpret and communicate numerical information in ways appropriate to a given discipline or discourse.

Prerequisites:

MG1702

Availabilities
, , Study Period 7
Census Date 21-Jul-2006
Face to face teaching 24-Jul-2006 to 28-Jul-2006 (Pre-Course Briefing 17/7/06 A1.129 6-7pm)
Coordinator:	Professor John Hamilton
Contact hours:	26 hours 12 hours
Assessment:	(25%); (15%); (25%); (35%).
, , Study Period 2
Census Date 08-Sep-2006
Coordinator:	jc139651
Contact hours:	26 hours 12 hours
Assessment:	(25%); (15%); (25%); (35%).
, , Study Period 2
Census Date 08-Sep-2006
Coord/Lect:	jc123107.
Contact hours:	26 hours 13 hours
Assessment:	(25%); (15%); (25%); (35%).
, , Study Period 2
Census Date 08-Sep-2006
Coordinator:	jc139651
Contact hours:	26 hours 13 hours
Assessment:	(25%); (15%); (35%); (25%).
, , Study Period 32
Census Date 05-May-2006
Face to face teaching 27-Mar-2006 to 05-May-2006
Coordinator:	Professor John Hamilton
Contact hours:	26 hours 12 hours
Assessment:	(25%); (15%); (25%); (35%).
Restrictions:	Enrolment in this offering is restricted.
, , Study Period 23
Census Date 22-Dec-2006
Coordinator:	Professor John Hamilton
Contact hours:	26 hours 12 hours
Assessment:	(25%); (15%); (25%); (35%).
Restrictions:	Enrolment in this offering is restricted.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.