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 TypeAssessment Length/DetailsProportion
Semester Exam1.5 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:

Aims

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