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Module Title
LM E-Marketing
School
Birmingham Business School
Department
Birmingham Business School
Module Code
07 14330
Module Lead
Dr Nicki Newman
Level
Masters Level
Credits
20
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
None
Exclusions
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:
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apply the concepts, tools and frameworks learnt to solve e-business problems
Your key transferable skills in order to:
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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]