Undergraduate - UnitMKW2841 - E-business models and analysis

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Synopsis

Includes concepts of analysing an e-business for viability using logical value chain assessment. Examines an e-business' value creation capacity, value delivery likelihood, and value capturing ability. Analysis of e-businesses in Australasia and around the world. Dissection of application of e-business principles, and specifically e-business models through an examination of how e-businesses are designed and interact with business partners, channel members and suppliers. Also covered are customer profitability analysis, cost of sales, customer valuation, online behaviour and purchase propensity assessment and use. Lecture and partially case discussion based.

Outcomes

The learning goals associated with this unit are to:

1. comprehend, explain and analyse e-business models in the various parts of value chain including downstream (retailing), internal (intrabusiness) and upstream (supply chain and B2B e-procurement)
2. comprehend, explain and analyse the applications of e-business models in other areas including electronic government, mobile computing and pervasive technology, dynamic trading (e-auctions) and web 2.0 environment (social networks)
3. comprehend and explain the justifications of e-business investments and the use of e-business performance measures and metrics
4. comprehend and explain the development of e-business applications and infrastructure.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Associate Professor Paul Yeow

Contact hours

3 hours per week

Prerequisites

Students must have passed the following four units: MGG1010 or MGW1010 and MKG1120 or MKW1120 and AFG1000 or AFW1000 and MKW1601

Prohibitions

BEW2621