5765 (v.6) Marketing 568 - Selected Topics II

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Syllabus:

A large proportion of marketing takes place between one business and another. A study of the peculiar features and challenges of inter organisational marketing, its contribution to national economic well being and growth and its potential for innovation,entrepreneurship and development.

Unit Outcomes:

On successful completion of this unit students will have- Understood the marketing principles, strategies, and tactics associated with each of the five macro marketing models described. These are: Business-to-consumer web marketing that stresses direct sales to the consumer (e.g. Amazon.com), Consumer-to-business web marketing that aggregates consumer demand to bid down the prices of consumer goods (e.g. PriceLine), Business-to-business web marketing that focuses on implementing exchanges, auctions, ande-procurement solutions among firms (e.g. Ariba), Consumer-to-consumer web marketing that facilitates direct exchanges and interactions among consumers (e.g. E-bid), and Business-to-employee web marketing that creates internal intranet platforms for communication and collaboration among employees (e.g. Novell).

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Rayport, J.F. and Jaworski, B.J. (2001). E-Commerce. Sydney, McGraw-Hill.

Unit Texts:

Richardson, P. (2001). Internet Marketing: Reading and Online Resources. New York, McGraw-Hill.

Unit Assessment Breakdown:

Examination 20%, Project 50%, Exercises 20%, Participation 10%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Mktg Inst of S'pore	Trimester 2A	Y