Third year module

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.


Coursework 40% - consisting of an assessed group presentation (30%) and individual online WebCT contributions (10%)
One 2 hour exam - 60%