This course explores the impact of the Internet, the World Wide Web, and emerging technological innovations on the marketing of goods and services. It examines consumer response to these innovations and factors that lead to the adoption of these new technologies. Students will examine electronic technologies and their impact on marketing strategy, consumer behaviour, market segmentation, positioning, and communication strategies in particular. An emphasis is placed on the utilisation of traditional marketing concepts within the emerging electronic environment. The changing technology environment means that marketers need to understand the way firms interact with the market, and how firms are taking advantage of new technologies to improve their marketing strategies.