MMM4010 - INTERNET MARKETING AND E-BUSINESS

Module Identifier	MMM4010
Module Title	INTERNET MARKETING AND E-BUSINESS
Academic Year	2001/2002
Co-ordinator	Dr Colin Clark
Semester	Semester 2
Course delivery	Seminar	Group discussions of the students' assessed course-work in progress
Assessment	Group project	Group research project To be delivered as a 15 minute business briefing and maximum of 1,000 word briefing summary per group	25%
	Project work	Individual project 2,500 word report	75%

Aims

The aim of this module is to provide students with: i) an understanding of the marketing and communictive strategies required to conduct and successfully promote business over the internet: as well as ii) an awareness of how these strategies are similar to or different from those practice in more traditional marketing environments. Particular attention will be paid to the various (visual, textual and aural) advertising and promotional strategies employed by e-Business to market their goods and services in a variety of e-commerce related electronic mediums (eg computer, TV, mobile phone etc). This modulealso aims to develop an awareness within students of the various marketing associated problems and opportunities associated with internet commerce, such as: i) the implementation of e-Business within an established marketing mix; ii) developing customer loyalty and trust: iii) dealing with consumer information empowerment; iv) internet retailing and brand development; v) pricing; vi) customer profiling and segmentation.

Learning outcomes

One completion of this module, students should be able to:

Understand and critcally evaluate the various marketing and communicative processes employed by e-businesses to promote goods and services on the internet.
Determine (and justify) best practice internet marketing strategies for a diverse range of goods, services and types of organisation.
Successfully communicate and manage strategic internet-related marketing intentions to other members of an organisation.

Reading Lists

Books
Brian Austin. (2000) Web Page Design in Easy Steps. Computer Step Publications
Stephen Copestake. (2000) Paint Shop Pro in Easy Steps. Computer Step Publications
Jennifer Niederst. (1999) Web Design in a Nutshell. O'Reilly, Beijing
Jim Buyens. (1999) Running Microsoft FrontPage 2000. Microsoft Press, Washington
C Clark. (1999) Effective Business Briefings. Kogan-Page, London
E Lawrence (et al). (1998) Internet Commerce. John Wiley & Sons, New York
C Westland and T Clark. (1999) Global Electronic Commerce: Theory and Cases. MIT Press
S Sangwan. (1999) Internet Commerce and Consumer Marketing.
J Strauss and R D Frost. (1999) Marketing on the Internet: Principles of On-Line Marketing. Prentice Hall, New York