Modular value: 20 credits

Assessment: Coursework 70% Exam 30%

The module examines the potential marketing applications of the Internet and related digital technologies and their implications marketing strategy, research and tactics. The fundamental aim 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 provide students with knowledge of practical frameworks and tools they can apply to understand how different types of businesses can use e-marketing effectively.

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

  • apply the concepts, tools and frameworks learnt to solve e-business problems

Your key transferable skills in order to

  • 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