units

MKW3881

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedBerwick First semester 2013 (Day)
Sunway First semester 2013 (Day)
Peninsula Second semester 2013 (Day)
South Africa Second semester 2013 (Day)
Coordinator(s)Mr Manir Zaman

Synopsis

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 WWW and online transacting which has already revolutionised a number of sectors of the world economy. This subject takes marketing and traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communication and delivering customer value in the marketplace.

Outcomes

The learning goals of this unit are to:

  1. illustrate insight into how traditional marketing structures and concepts, techniques and activities translate into the electronic marketing medium
  2. demonstrate an integrated perspective of how electronic marketing contributes to value creation for all stakeholders
  3. illustrate an ability to analyse the market and to create and develop innovative electronic solutions to fulfil identifiable needs
  4. combine theory with the pragmatism required to effectively traverse the divide between marketing and delivering an electronic solution to market needs.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Contact hours

3 hours per week

Prerequisites

Students must have passed MKG1120, MKW1120 or MKW1601 before undertaking this unit.