BUS4074S - Electronic Marketing

Welcome

The function and methodology of marketing has experienced a shift driven by a variety of technological, social and economic changes. In recent years, progressive companies have emphasised the importance of a customer focus as opposed to a product focus. Companies and organisations, ranging from hospitals to libraries, from charitable institutions to political parties, have segmented their markets into smaller and smaller segments. This has reached the stage where some of them are successfully targeting product and service offerings at, and even developing these for, individual customers.

New technologies such as the Internet, data mining, database marketing, contact centre automation, Electronic Data Interchange, sales force information systems, project management systems, etc. have enabled new methodologies for selling, product development, product differentiation, as well as distribution. Such developments create new opportunities for, and new demands on, marketing professionals.

This course seeks to demystify this technology for the benefit of senior students of marketing. Furthermore, it aims to provide students with insights as to the manner in which technology can enable modern marketing practices to be more efficient and effective.

In terms of the lectures, there are essentially three components of tuition. Theoretical lectures will be presented by the course convenor, and guest lectures (to be presented by consultants, industry experts, etc.) will supplement this and introduce an element of real life application to the theory. Lastly, presentations, to be delivered by project groups, will cover a wide range of e-marketing applications. Please note that all this content is fully examinable by missing any of these lectures, you will put yourself at an academic disadvantage!