This subject will assist students to assess and develop a firm s Electronic Marketing Capability. Delivered in an on-line format, it will blend both technology and marketing issues to provide a foundation for an assessment of a firm s Internet strategy and a practical implementation plan. Build an effective Web site to facilitate marketing communication, distribution and transactions. Measure site success through on-line survey design and analysis. Evaluate outsourcing verses inhouse development options.
Students learn to create Web pages and use simple CGI scripts.
They study the organisation, management and searching of Internet information systems with a careful watch on likely future developments. The subject concludes with a thorough discussion of the security and privacy issues, which are fundamental to the success of Internet marketing. This subject covers the legal issues that impact on the use of the Internet for Marketing. In particular, matters such as copyright, trademarks, contractual jurisdiction rules and trade practice laws will be covered in detail. Particular emphasis will be given to applying the law to practical marketing matters.