Module Identifier MM35310  
Academic Year 2007/2008  
Co-ordinator Mr Tony McGuinness  
Semester Intended for use in future years  
Next year offered N/A  
Next semester offered N/A  
Pre-Requisite MM30710  
Course delivery Lecture   20 Hours.  
  Seminars / Tutorials   2 per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 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 outcomes

On successful completion of this module students should be able to:


Brief description

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
Traffic building
Internet marketing effectiveness and metrics
Ethics of internet marketing
internet marketing planning and strategies

Reading Lists

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