Module Information

Module Identifier
Module Title
Academic Year
Semester 2

Course Delivery

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%

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.


The aim of this module is to provide students with: i) an understanding of the marketing and communicative 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 module also 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.

Brief description

The lectures for this module are separated into four themed sections:
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 One: An Introduction to Internet Marketing and Ebusiness
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 List

Recommended 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