|| MMM4010 |
|| INTERNET MARKETING AND E-BUSINESS |
|| 2003/2004 |
|| Dr Ian H Harris |
|| Semester 2 |
| Course delivery
|| Seminars / Tutorials || Group discussions of the students' assessed course-work in progress |
|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%|
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 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.
Jim Buyens (1999) Running Microsoft FrontPage 2000
Microsoft Press, Washington
C Clark (1999) Effective Business Briefings
E Lawrence (et al) (1998) Internet Commerce
John Wiley & Sons, New York
C Westland and T Clark (1999) Global Electronic Commerce: Theory and Cases
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
This module is at CQFW Level 7