Module Identifier MMM4010  
Academic Year 2003/2004  
Co-ordinator Dr Ian H Harris  
Semester Semester 2  
Course delivery Seminars / Tutorials   Group discussions of the students' assessed course-work in progress  
Assessment TypeAssessment Length/DetailsProportion
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%

Learning outcomes

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


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.

Reading Lists

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
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


This module is at CQFW Level 7