Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been the WWW and online transacting which has already revolutionised a number of sectors of the world economy. This unit takes marketing and traditional views of marketing and exposes then to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace. -- Course Website
Instructor: Dr Samir Gupta
Prerequisites: MKX9160 or MBA9006. Students enrolled in course 3802 have no prerequisites.
