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Module Title LM E-Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 14330
Module Lead Dr George Christodoulides
Level Masters Level
Credits 20
Semester Semester 2
Pre-requisites LM Marketing Management - (07 07003)
Restrictions None
Description The module examines the internet and its related technologies and their implications for inter alia, marketing strategy, research and tactics. The raison d'ĂȘtre of marketing is to create value to the consumer, thereby creating satisfaction and loyalty. This fundamental principle applies whether you are marketing online or offline. Marketing on the internet, however, poses a new array of opportunities and challenges to marketers who need to understand new concepts, tools, and business models. The aim of this module is to introduce an e-marketing dimension to students' prior knowledge of basic marketing principles.
Learning Outcomes On successful completion of the module, you will be able demonstrate:

Your knowledge and understanding of :
    • e-marketing strategies and tactics within an e-business perspective
    • the range of e-marketing tools as well as their advantages and disadvantages
    • the digital impact on each element of the marketing mix
    • the opportunities and challenges of the Internet as a market research tool
    • the importance of using e-technologies to build and nurture customer relationships
    • the marketing uses of online communities and social networks
    • the variety of metrics available to evaluate e-marketing programmes
    Your cognitive/subject specific skills in order to:
    • apply the concepts, tools and frameworks learnt to solve e-business problems
    Your key transferable skills in order to:
    • solve problems through case studies based on realistic e-business scenarios
    • communicate effectively via presentations, in-class discussions and the writing of a consultancy type project
    • work effectively as part of a team
Assessment 14330-01 : Group Assignment : Coursework (70%)
14330-02 : Exam : Exam (Centrally Timetabled) - Written Unseen (30%)
Assessment Methods & Exceptions Coursework (70%)
one 2 hour exam (30%)
Other None
Reading List Chaffey, D. F. Ellis-Chadwick, R.Mayer, and K.Johnston (2009). Internet Marketing: Strategy Implementation and Practice, 4th Edition, FT Prentice Hall, London. [ISBN: 978-0-273-71740-9]