10 cp Prerequisites MKTG600 Marketing Management Teaching Organisation 3 hours per week for twelve weeks or equivalent.
This unit introduces students to current electronic tools and resources that are available to marketing managers. It involves the use of the internet and web-based technologies to structure successful marketing strategies, minimise costs and increase effectiveness of marketing programs. By developing awareness and understanding of the internet and the world-wide-web, students will learn to recognise the immense potential that this fast growing area of business offers marketing managers in the current business environment. Through the study and analysis of applications of electronic marketing, students will develop a hands-on approach to using the internet and the world-wide-web to enhance the relationships among customers and other stakeholders. Special attention will be paid to the ethical and legal issues arising from the use of the internet and the World Wide Web in resolving contemporary marketing problems.