|Delivery Type||Delivery length / details|
|Lecture||8 x 2 hours|
|Assessment Type||Assessment length / details||Proportion|
|Semester Assessment||Individual project 2,500 word report||75%|
|Semester Assessment||Group research project To be delivered as a 15 minute business briefing and maximum of 1,000 word briefing summary per group||25%|
|Supplementary Assessment||2000 word management report on a topic relating to Internet Marketing||100%|
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.
A. Establishing and maintaining a web presence;
B. The online purchase experience;
C. Online customer service marketing/management; and
D. Online advertising and web-site promotion.
In each of these themed sections we will focus on a small number of crucially important aspects of real-life Internet marketing activity. For example, in part B ? `The online purchase experience? - we examine the following topics:
i) Web site accessibility/navigation;
ii) Security and trust;
iii) Product presentation and description; and:
iv) The order process (the `shopping cart?).
Lecture Two: An introduction to Search Engine Optimisation
Lecture Three: Search Engine Optimisation ? the basics
Lecture Four: Search Engine Optimisation ? the finer details
Lecture Five: Email Marketing Communication
Lecture Six: Customer Relationship Management
Lecture Seven: Managed Customer Relationships
Lecture Eight: Ethical Considerations and Security for Ebusiness
Lecture Nine: Ethical considerations and security for Ecommerce
Lecture Ten: The purchase and checkout process
Reading ListRecommended Text
Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick Internet Marketing - Strategy, Implementation and Practice 2nd Edition FT - Prentice Hall Primo search Supplementary Text
Brian Austin (2000) Web Page Design in Easy Steps Computer Step Publications Primo search C Clark (1999) Effective Business Briefings Kogan-Page, London Primo search C Westland and T Clark (1999) Global Electronic Commerce: Theory and Cases MIT Press Primo search E Lawrence (et al) (1998) Internet Commerce John Wiley & Sons, New York Primo search J Strauss and R D Frost (1999) Marketing on the Internet: Principles of On-Line Marketing Prentice Hall, New York Primo search Jennifer Niederst (1999) Web Design in a Nutshell O'Reilly, Beijing Primo search Jim Buyens (1999) Running Microsoft FrontPage 2000 Microsoft Press, Washington Primo search S Sangwan (1999) Internet Commerce and Consumer Marketing Primo search Stephen Copestake (2000) Paint Shop Pro in Easy Steps Computer Step Publications Primo search
This module is at CQFW Level 7