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Internet Marketing & Electronic Commerce (BUSA90519)
Graduate courseworkPoints: 12.5Not available in 2024
Overview
| Fees | Look up fees |
|---|
The effect of the Internet and related technologies on business has been profound and continues to offer businesses both opportunities and challenges. Arguably, the marketing function has been impacted more than any other function. All aspects of marketing from promotion to distribution to pricing have been affected by developments in the digital marketplace leading to new and innovative business models. At its core, the digital economy is a knowledge economy in which a firm’s value chain is electronically interconnected. The business models for electronic commerce are being simultaneously developed and market tested by firms who are already doing business electronically and by entrepreneurs who wish to establish a presence in this dynamic marketplace.
In theory, small companies should be able to reach large numbers of customers without regard to geography or time zone while large companies should increase customer intimacy by better use of information and more integration. Internet marketing and electronic commerce will continue to significantly reduce the transaction costs of sellers and increase the penetration of the sellers’ message into the marketplace. The digital marketplace is also a brutally competitive environment so that traditional business fundamentals such as trust, branding, and sound financial management have become more important to ensure success.
The focus of the subject is to understand and develop the viable business models for Internet marketing and electronic commerce. The challenges facing existing, traditional and successful firms that must operate in both physical and virtual marketplaces will be addressed in detail. This subject builds on and integrates material covered in other MBA subjects including Marketing, Business Strategy, Managing People, Operations, and Managerial Economics.
Intended learning outcomes
Upon completion of this subject, students should be able to:
- understand the strategic opportunities and threats of Internet marketing and electronic commerce;
- have insight into the viable electronic commerce business models and Internet marketing methods;
- be familiar with the organisational capabilities necessary to implement electronic commerce and Internet marketing;
- have experience in analyzing the potential impacts and opportunities of electronic commerce in a firm or industry;
- have gained insight into the way electronic commerce influences business and marketing strategy, and changes the basis for competition;
- have studied different types of Internet marketing and electronic commerce through case studies;
- be familiar with new organisational forms and alliances provided through electronic commerce;
- have gained an understanding of the technologies of Internet marketing and electronic commerce.
Last updated: 30 January 2024
Eligibility and requirements
Prerequisites
Prerequisites
Option 1
All of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90001 | Financial Accounting |
September (On Campus - Parkville)
April (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
| BUSA90224 | Managing People |
April (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
|
12.5 |
| BUSA90060 | Data Analysis |
January (On Campus - Parkville)
July (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90243 | Marketing |
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90093 | Finance |
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90193 | Managerial Economics |
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90480 | Leadership |
September (On Campus - Parkville)
April (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
|
6.25 |
| BUSA90481 | Managerial Ethics & Business Environment |
April (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
Summer Term (On Campus - Parkville)
|
6.25 |
AND
Note: the following subject/s can also be taken concurrently (at the same time)
All of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90227 | Operations |
April (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
|
12.5 |
| BUSA90026 | Business Strategy |
April (On Campus - Parkville)
July (On Campus - Parkville)
April (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
Please note that the prerequisite subjects listed above may be substituted for their equivalent subject codes below:
All of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90002 | Financial Accounting | May (On Campus - Parkville) |
12.5 |
| BUSA90226 | Managing People | May (On Campus - Parkville) |
12.5 |
| BUSA90061 | Data Analysis | April (On Campus - Parkville) |
12.5 |
| BUSA90245 | Marketing | July (On Campus - Parkville) |
12.5 |
| BUSA90094 | Finance | September (On Campus - Parkville) |
12.5 |
| BUSA90194 | Managerial Economics | July (On Campus - Parkville) |
12.5 |
| BUSA90480 | Leadership |
September (On Campus - Parkville)
April (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
|
6.25 |
| BUSA90481 | Managerial Ethics & Business Environment |
April (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
Summer Term (On Campus - Parkville)
|
6.25 |
AND
Note: the following subject/s can also be taken concurrently (at the same time)
All of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90228 | Operations | February (On Campus - Parkville) |
12.5 |
| BUSA90027 | Business Strategy | September (On Campus - Parkville) |
12.5 |
Option 2
All of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90482 | General Management 1 | September (On Campus - Parkville) |
62.5 |
| BUSA90483 | General Management 2 | January (On Campus - Parkville) |
43.75 |
AND
All of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90026 | Business Strategy |
April (On Campus - Parkville)
July (On Campus - Parkville)
April (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
| BUSA90227 | Operations |
April (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
|
12.5 |
Option 3
Admission into one of the following: MC-ENTRPSP Master of Entrepreneurship, MC-ETRENH Master of Entrepreneurship (Enhanced)
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 30 January 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Contribution to class learning | Throughout the teaching period | 15% |
Syndicate assignment
| Mid semester | 35% |
Final examination
| End of semester | 50% |
Last updated: 30 January 2024
Quotas apply to this subject
Dates & times
Not available in 2024
Time commitment details
170 hours
Additional delivery details
This subject is only available to students admitted to MC-BA, MC-BAPT, or students with permission of the MBA course coordinator.
This subject is a quota subject and places are limited:
- Quota = 80
- Students may provisionally enrol via the Student Portal, but places are not guaranteed until selection is completed. You will be notified in writing by the Student Centre if you are selected.
- The students will be selected on the first come, first served basis. If any student is approaching the course completion date, s/he will get priority in enrolment.
Last updated: 30 January 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Marketing Course Master of Business Administration Course Graduate Diploma in Marketing Course Master of Business Administration - Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 30 January 2024