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. |
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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). |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
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. |
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Unit Assessment Breakdown: | Examination 20%, Project 50%, Exercises 20%, Participation 10%. This is done by grade/mark assessment. |
Field of Education: | 80500 Sales and Marketing (Narrow Grouping) | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Informational | Result Type: | Grade/Mark |
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Availability
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 1 | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 2A | Y | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
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