325-206 Operational Strategies in Marketing

325-211 Principles of Marketing.

Students of marketing need to understand the challenges facing businesses in deciding where and how to operate online and offline. They need to understand in what ways, and to what degree, the 'rules of the game' have changed. Is the role of marketing different in the New Economy? What are the main opportunities and challenges created by the digital revolution? How can organisations best respond to these opportunities and challenges? This subject tries to answer these questions. The emphasis in the subject is on organising marketing activities in both pure dotcoms and bricks-and-mortar companies. Topics include market opportunity analysis for businesses, developing and implementing an online marketing program, issues affecting the development of customer relationships, crafting and designing innovative customer experiences, and marketing metrics.

• High level of development: written communication; collaborative learning; problem solving; team work; interpretation and analysis; synthesis of data and other information.

• Moderate level of development: oral communication; application of theory to practice; critical thinking; accessing data and other information from a range of sources; receptiveness to alternative ideas.

• Some level of development: evaluation of data and other information; use of computer software.

A 2-hour examination (60%), and assignment(s) totalling not more than 4000 words (40%).