By the end of the module the student should be able to:
Analyse e-marketing strategies and tactics with an e-business perspective
Appreciate the range of e-marketing tools as well as their advantages and disadvantages
Develop an awareness of the digital impact on each element of the marketing mix
Explain the opportunities and challenges of the Internet as a market research tool
Discuss the importance of using e-technologies to build and nurture customer relationships
Recognise the marketing uses of online communities
Demonstrate an understanding of the variety of metrics available to evaluatee-marketing programmes
Apply the concepts, tools and frameworks learnt to solve e-business problems. |