|| MM35310 |
|| INTERNET MARKETING |
|| 2006/2007 |
|| Dr Ian H Harris |
|| Semester 2 |
|| MM30710 |
| Course delivery
|| Lecture || 20 Hours. |
|| Seminars / Tutorials || 2 per student |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||1.5 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 outcomesOn successful completion of this module students should be able to:
understand and critically evalute the various factors and communicative processes by which goods and services are marketed on the internet,
determine (and academically justify) best practice internet marketing strategies for a diverse range of goods, services and types of organisation,
successfully communicate strategic internet marketing advice and intentions to others.
To provide an increased understanding of the most important marketing and communicative strategies businesses require to conduct and successfully promote business over the internet.
To provide an enhanced awareness of how these strategies are similar to or different from those practiced in more traditional "off-line" marketing environments.
This module is designed to explore the ways of marketing using the internet and comparing with traditional marketing techniques.
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
Internet marketing effectiveness and metrics
Ethics of internet marketing
internet marketing planning and strategies
Chaffey D, Mayer R, Johnston K and F Ellis-Chadwick (2003) Internet Marketing,
2nd edition. London: Pearson Education
This module is at CQFW Level 6