MRKT11028 Interactive and Internet Marketing

This course is designed to extend the way in which the principles of modern marketing theory and practice are applied. Emphasis is placed on the legitimate role of marketing within the context of electronic commerce, interactive marketing and electronic marketing. In an age of increasing interactivity, the concept of a defined market space is addressed. Exchanges and transactions within a virtual world comprising customers, service providers stakeholders, and competitors underline the course's emphasis on web-based value propositions and key elements contributing to both the traditional and 'new' marketing mix. Other electronic marketing areas such as database marketing and aspects of direct marketing are also addressed.