MG3762 - e-Marketing

Credit points:	03
Year:	2008
Student Contribution Band:	Band 3
Administered by:	Discipline of Management

Electronic marketing is 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 networks (Operations Management) and strategic 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. 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.

Availabilities
SIMA S'pore, Block, Study Period 74
Census Date 23-May-2008
Face to face teaching 19-May-2008 to 03-Aug-2008 (Taught in Mandarin - in teach out mode. Exam date 1 August)
Coordinator:	Assoc. Professor John Hamilton
Contact hours:	26 hours lectures 12 hours tutorials
Assessment:	presentations (15%); website task [pre-course prepared] (15%); assignments (40%); practical assignment [website audit using 3 tools] (30%).

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.