MM35310 - INTERNET MARKETING

Module Identifier

MM35310

Module Title

INTERNET MARKETING

Academic Year

2004/2005

Co-ordinator

Professor Gary P Akehurst

Semester

Semester 2

Pre-Requisite

MM12510 OR, MM30710

Course delivery

Lecture

20 Hours

Seminars / Tutorials

2 per student

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	1.5 Hours answer 2 questions from 6	60%
Semester Assessment	Project of 1,500 words per student	40%
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

Reading Lists

Books
Chaffey D, Mayer R, Johnston K and F Ellis-Chadwick (2003) Internet Marketing, 2nd edition. London: Pearson Education

Notes

This module is at CQFW Level 6