Programme And Module Handbook
Course Details in 2019/20 Session

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Module Title LH eMarketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 19353
Module Lead Dr George Christodoulides
Level Honours Level
Credits 10
Semester Semester 1
Restrictions BSc Business Management, BSc Business Management with integrated placement, BSc International Business, BSc International Business with language, BSc Business Communications, BSc International Business Communications only.
Contact Hours Guided independent study-78 hours
Lecture-22 hours
Total: 100 hours
Description The raison d'etre 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 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.

Assessment 19353-01 : Group Presentation : Group Assessment (DNU) (30%)
19353-02 : Exam : Exam (Centrally Timetabled) - Written Unseen (60%)
19353-03 : WebCT Contributions : Other (DNU) (10%)
Assessment Methods & Exceptions Coursework 40% - consisting of an assessed group presentation (30%) and individual online WebCT contributions (10%)
One 2 hour exam - 60%
Other Duplicate of Dubai-based module 30459
Reading List Chaffey, D. F. Ellis-Chadwick, K. Johnston, and R. Mayer (2009) Internet Marketing: Strategy Implementation and Practice, 4th Edition, London: FT Prentice Hall.