International E-business Marketing Strategy
IBS 321 (Offering: 2003)

Description

This course addresses a number of important challenges and problems that face managers of organisations which conduct, or intend to conduct, business interactions and transactions via the Internet. Specifically, the course provides an overview of the current e-business environment, the unique nature of e-buyer behaviour, online information, and distribution channels. Traditional marketing management techniques of positioning, pricing, and promotion, for example, are also applied to provide an understanding of how they can be used to develop successful e-marketing plans. The importance of establishing real-time, computer-based integration systems to supply transaction facilities that are unique to online trading are also addressed. The course also addresses elements that apply specifically to the application of business-to-business and services sector marketing on the web.

Major(s)/Minors(s): International Business, Tourism

Usual Semester of offer: Semester 2

Other Information

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