Gwybodaeth Modiwlau

Module Identifier
MM35310
Module Title
INTERNET MARKETING
Academic Year
2008/2009
Co-ordinator
Mr Tony McGuinness
Semester
Intended for use in future years
Pre-Requisite
MM30710

Course Delivery

Delivery Type Delivery length / details
Lecture 20 Hours.
Seminars / Tutorials 2 per student
 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Project of 1,500 words per student  40%
Semester Exam 1.5 Hours   answer 2 questions from 6  60%
Supplementary Exam Sit for honours in August; otherwise (eg resit) at next available opportunity  100%

Learning Outcomes

On successful completion of this module students should be able to:

  • understand and critically evalute the various factors and communicative processes by which goods and services are marketed on the internet,
  • determine (and academically justify) best practice internet marketing strategies for a diverse range of goods, services and types of organisation,
  • successfully communicate strategic internet marketing advice and intentions to others.

Aims

  • To provide an increased understanding of the most important marketing and communicative strategies businesses require to conduct and successfully promote business over the internet.
  • To provide an enhanced awareness of how these strategies are similar to or different from those practiced in more traditional "off-line" marketing environments.

Brief description

This module is designed to explore the ways of marketing using the internet and comparing with traditional marketing techniques.

Content

Attracting cusotmer attention: website design and usability
Internet answer behaviour
Retaining customer interest attention and action
Online branding and marketing communications
Online media switching behaviour
Keeping customers online
Traffic building
Internet marketing effectiveness and metrics
Ethics of internet marketing
internet marketing planning and strategies

Notes

This module is at CQFW Level 6