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
By the end of the module students should be able to:
Critically evaluate how the internet and digital technologies relate to the marketing process and how each are used to achieve a range of marketing strategies and objectives
Use a range of tools to evaluate the use of digital technologies on marketing effectiveness
Develop a critical understanding of the role of ethics and ethical behaviour when using e-marketing
Assessment
14330-01 : Group Assignment : Coursework (40%)
14330-02 : Exam : Exam (Centrally Timetabled) - Written Unseen (60%)
Assessment Methods & Exceptions
Assessment: Group assignment: online consultancy guide 3,000 words; 1 x 20 hour exam (60%) Reassessment: 3 hour unseen exam (100%)
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]