Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2010 (DE-ONLINE)
Coordinator(s)Mr Kevin Argus


Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been the WWW and online transacting which has already revolutionised a number of sectors of the world economy. This unit takes marketing and traditional views of marketing and exposes then to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.


The learning goals associated with this unit are to:

  • provide an appreciation of new electronic communication technologies and their potential as platforms for marketing applications
  • develop an understanding of the challenges presented to marketers by the emergence of information products
  • provide an insight into how traditional marketing structures and concepts, techniques and activities translate into the new market medium
  • traverse the marketing/technology interface within organisations and focus technological opportunities upon the generation of realisable benefits and customer value.


Within semester assessment: 60%, Examination (3 hours): 40%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week


MKX9160 or MBA9006. Students enrolled in course 3802 have no prerequisites.