325-206 e-Marketing and Retailing

325-211 Principles of Marketing.

This subject provides a framework for understanding the forces driving the internet revolution in marketing and retailing, and examines the opportunities and challenges that they have created. It focuses on the strategies that existing organisations - retailers and other businesses - can use to integrate internet and related technologies with traditional marketing. Key issues include what is different about marketing on the net, how do different on-line business models function, how do consumers behave on-line, and what traditional marketing channels and practices are most threatened? Other topics may include on-line quality enhancement, personalisation of marketing efforts, community-building, real-time marketing, and on-line customer management.

A 2-hour end-of-semester examination (50%), assignment(s) totalling not more than 4000 words (40%) and class participation and presentations (10%).