Note: This is an archived Handbook entry from 2009. Search for this in the current handbook
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2009:Semester 1, - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: Two 1-hour lectures and a 1-hour tutorial per week |
Total Time Commitment: Not available
|Prerequisites:||325-104 Principles of Marketing|
|Recommended Background Knowledge:||None|
|Non Allowed Subjects:||None|
|Core Participation Requirements:||
For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.
It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability
CoordinatorDr Jeremy John Apsey
Students of marketing need to understand the challenges facing businesses in deciding where and how to operate online and offline. They need to understand in what ways, and to what degree, the 'rules of the game' have changed. Is the role of marketing different in the New Economy? What are the main opportunities and challenges created by the digital revolution? How can organisations best respond to these opportunities and challenges? This subject tries to answer these questions. The emphasis in the subject is on organising marketing activities in both pure dotcoms and bricks-and-mortar companies. Topics include market opportunity analysis for businesses, developing and implementing an online marketing program, issues affecting the development of customer relationships, crafting and designing innovative customer experiences, and marketing metrics.
A 2-hour examination (60%), and assignment(s) totalling not more than 4000 words (40%).
|Breadth Options:|| |
This subject potentially can be taken as a breadth subject component for the following courses:
You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
|Notes:||Students may not gain credit for both 325-206 Marketing Channels and 325-340 Marketing Channels|
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