|
e-MARKETING STRATEGY
Title
e-Marketing Strategy
Module Code UGB321
Credits 20
Module Delivery
Learning hours 200 hours. Approximate number of contact hours: 36
1 MODULE RATIONALE
As a medium of communication the Internet came further in five years than TV did in 50 - changing not only the business environment, but impacting on society as well. It is now the case that this ‘new’ media is an essential consideration in any organization’s marketing strategy. This module looks at the various elements that make up e-marketing and assess their value in a strategic context.
2 LEARNING OUTCOMES
Upon successful completion of this module, students should be able to:
Knowledge-Based Outcomes
K1 Evaluate of the role of e-marketing in the contemporary business environment
K2 Appraise the relevance and application of internet technology in the marketing of both off- and online organizations
K3 Assess how the Internet is located in a strategic business context
K4 Apply models and theories of e-marketing
Skills-Based Outcomes
S1 Analyze information and/or a situation
S2 Solve problems and make decisions
S3 Read, synthesize and report of current e-marketing-related issues.
3 MODULE SCHEDULE
“I cannot teach anybody anything, I can only make them think”
Socrates, Greek philosopher
The total learning hours for this module is 200 hours. Students are expected to attend a three hour session every week. The sessions will be made up of a mix of lectures, seminars, discussions and tutorials.
Students should spend the remainder of the module hours in directed and self-directed study of the subject. To gain maximum benefit and to develop an awareness of developments in strategic marketing, students should read around the subject areas using a range of journals (academic & trade), newspapers, the Internet and text books.
Timetable
Note that this running order may be subject to change.
week
comm teaching
week session
number exercise lecture
2 feb 28 1 Introduction The Online Environment
9 feb 29 2 The Online Environment Getting started online
16 feb 30 3 Getting started online Website development
13 feb 31 4 Website development the B2C online presence
2 mar 32 5 the B2C online presence the B2B online presence
9 mar 33 6 the B2B online presence Search engine optimization
16 mar 34 7 Search engine optimization Online advertising
23 mar 35 8 Online advertising Permission marketing
30 mar 36 9 Permission marketing Social media marketing#p#分页标题#e#
37
38 SPRING VACATION
39
27 apr 40 10 Social media marketing The Internet as part of an integrated marketing strategy
4 may 41 11 The Internet as part of an integrated marketing strategy Assignment tutorial
11 may 42 12 Assignment tutorial
4 ATTENDANCE
Regular attendance at all sessions is not compulsory, although it is highly recommended. History strongly suggests that there is a direct co-relation between non-attendance and module failure rates. All taught sessions are designed to help students understand the subject areas and so assist them towards successful completion of the assignment. For some sessions preparatory work must be completed prior to attendance. Students who have made no effort in this regard will be asked to leave the session. It is the module leader’s belief that it is unfair that students who have made no effort to do the work should benefit from the enterprise of those who have done the work.
5 READING
“Learning is not attained by chance, it must be sought for with ardor and attended to with diligence.”
Abigail Adams - wife of the second President of the United States
Although the module’s structure follows that of the recommended textbook, the dynamic nature of the subject means that no single book should be considered to the authority on any given subject. To fully appreciate all the relevant aspects of marketing required for this module, students must be prepared to read extensively on the subject making use of not only books, but journals (academic & trade) and press articles as well as the world wide web.
For the assignment students will need to make extensive use of academic journals for articles on, and around, the subject area. The library has hard copies of some journals (e.g. the European Journal of Marketing, Marketing Journal) whilst many others are available online using the ATHENS and Emerald systems.
The Internet offers a source of information on what current practitioners are saying about online marketing now. They may not carry the academic kudos of published texts, but many are more innovative and up to date. The module leader also maintains a web site that can be used as a starting-point for web-based research – see There may be some directed reading throughout the module, in these instances the reading will be from online articles or books that are readily available in the library or copied extracts will be made available to students.
Essential Reading:
Charlesworth, A. (2009) Internet Marketing – a Practical Approach Butterworth Heinmann. Oxford, UK.#p#分页标题#e#
Recommended Reading:
• Gay, R., Charlesworth, A. & Essen, R. (2007) Online Marketing – a Customer Led Approach. Oxford University Press. Oxford, UK.
• Charlesworth, A. (2007) Key Concepts in e-Commerce Palgrave MacMillan. Basingstoke, UK.
• Chaffey, Mayer, Johnston, Ellis-Chadwick. Internet Marketing (2002) Prentice Hall
Note that because of the way the library listing system works, all e/online/Internet marketing books are in the section 658.872, but books on e-commerce are in 658 00285. As you will discover during the module, these are actually the same subject.
ASSESSMENT
The module’s assessment consists of one individual assignment which meets all of the module’s learning outcomes.
Although formative assessment will take place throughout the series of sessions, the summative assessment will enable students to develop their own knowledge base in Internet marketing by completing a case study- based business report which addresses contemporary e-marketing strategy.
|
