Module guidecontents

Module guidecontents
1. Contact Details Contact details of the Module Leader/Module Tutors and, where appropriate, other key staff Module Leader Marcus Hanwell Room Cos 209-A, Cambridge Module Tutor Philip Robinson Room Cos 301, Cambridge Programme Administrator: Linda Lawrence Room Faculty Office, Room Cos009 Building Coslett Telephone: E-mail:
Marketing, Internet Marketing, E-Commerce Welcome to the elective - Internet Marketing. E-commerce is perhaps the most exciting development in business-to-business marketing (b2b), and consumer marketing (b2c), in the last 50 years. In only 5 years the amount of business transacted electronically has developed from minimal to a significant part of transactions – particularly in books, software, music and travel. Given this rate of growth, the future development promises to be even more dramatic and an essential tool without which businesses will wither. This module deals with both the Marketing aspects of e-commerce (such as communications, differentiation, delivery strategy) and the information technology aspects (website creation, performance monitoring). Students will be expected to develop a marketing strategy using the internet and a prototype website as the assessment for the module. |
Session |
Subject Area |
Advance Reading |
1 |
An introduction to Internet marketingreviews the relationship between the Internet and the modern marketing concept, the benefits the Internet can bring to adopters, differences to other media and its impact on different elements of the marketing communications mix. |
Chaffey, Mayers et al Ch 1 |
2 |
Key Internet marketing conceptslooks at elements of the internet environment that impact on an organisation’s internet marketing strategy and the relevance of changes in trading patterns and business models enabled by e-commerce. |
Chaffey, Mayers et al Ch 2-3 |
3 |
Internet marketing strategyconsiders how the Internet strategy can be aligned with business and marketing strategies and describes a generic strategic approach with phases of goal setting, situation review, strategy formulation and resource allocation and monitoring. |
Chaffey, Mayers et al Ch 4 |
4 |
Internet marketing and the marketing mixexamines how the internet can be used to vary the marketing mix |
Chaffey, Mayers et al Ch 5 |
5 |
Relationship marketing using the Internet details the benefits of using the Internet for building and sustaining ‘‘one-to-one’’ relationships with customers and looks at e-mail and web-based personalisation techniques for achieving this. Marketing Communicationsassesses the difference in communications characteristics between digital and traditional media, identifies effective methods for online and offline promotion and discusses the importance of integrating online and offline promotion. |
Chaffey, Mayers et al Ch 6 Chaffey, Mayers et al Ch 8 |
6 |
Understanding how the internet works.This will provide students with a simple technical overview of the internet and world-wide web, including evolutionary issues and future possibilities. |
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7 |
Understanding core technical concepts and design principles.This section covers some the IT resources required and professional design principles. It also includes HTML and introduces the simple concept of iterative development. |
|
8 |
Inserting images and hyperlinksOnce the initial challenge of understanding HTML is mastered, the student can progress to image manipulation, and configuring hyperlinks between pages. |
|
9 |
Defining tables and frames for improved layout and menu design.This session covers the use of frames and tables to set out information neatly and attractively. This relates closely to the creation of menu and navigation systems. |
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10 |
Programming with simple JavaScript functionsJavaScript remains the most popular client-side scripting tool: some fairly simple programming options that enables an interactive experience by the user. |
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11 |
Configuring web forms and interactive featuresForms are the classic way that a user can submit information to a web-site for some useful purpose – often via integrated email. This is a basic introduction to the options offered. |
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12 |
Assignment Review |
|
Chaffey D. (2009) E-Business and E-Commerce Management (4th edition), Prentice Hall, ISBN 0273707523
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Module Definition Form (MDF) |
Module Code: BD415022S |
Version: 3 Date amended: 4th January 2011 |
1. Module Title: | |
Internet Marketing |
2a. Module Leader: |
2b. Department: |
2c. Faculty: |
Marcus Hanwell |
Human Resources and Marketing |
AIBS |
3a. Level:see guidance notes |
3b. Module Type:see guidance notes |
4 |
Standard |
4a. Credits: see guidance notes |
4b. Study Hours: see guidance notes |
15 |
150 |
5. Restrictions | |
Pre-requisites: |
None |
Co-requisites: |
None |
Exclusions: |
None |
Pathways to which this module is restricted: |
None |
6a. Module Description:200 – 300 words | |
E-commerce is perhaps the most exciting development in business-to-business marketing (b2b), and consumer marketing (b2c), in the last 50 years. In only 5 years the amount of business transacted electronically has developed from minimal to a significant part of transactions – particularly in books, software, music and travel. Given this rate of growth, the future development promises to be even more dramatic and an essential tool without which businesses will wither. This module deals with both the Marketing aspects of e-commerce (such as communications, differentiation, delivery strategy) and the information technology aspects (website creation, performance monitoring). Students will be expected to develop a marketing strategy using the internet and a prototype website as the assessment for the module. One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. Such skills are implicit in the learning outcomes. Multiculturalism has been considered during the design of this module and will be considered when the assessment brief is written. | |
6b. Outline Content: | |
Internet Marketing Fundamentals Introduction to Internet Marketing Key Internet Marketing concepts Development of a knowledge of the practical aspects Finding information on the internet Key elements of strategy Setting the Marketing Communications mix Integrating the Internet Strategy Alternative strategy approaches Internet Marketing – Implementation and Practice Creating and building the website Maintaining and managing the website and measuring Internet marketing effectiveness Website promotion Direct marketing techniques Services marketing Electronic commerce transactions Business-to-consumer marketing – B2C | |
6c. Key Texts/Literature: | |
Key text Chaffey, D. (2009) Internet marketing strategy, implementation and practice (4th Edition) Harlow:Prentice Hall. Additional Reading/Resources Chaffey, D. (2009) E-Business and E-Commerce Management(4th Edition) Harlow:Prentice Hall O'Connor, J. and Galvin, E. (2001) Marketing in the Digital Age (2nd Edition) London: FT/Prentice Hall Bickerton, P. and Bickerton, M. (1998) Cyberstrategy, Oxford: CIM/Butterworth and Heinemann. Stroud, D. (1998) Internet Strategies: a corporate guide to exploiting the InternetLondon: Macmillan Business De Kare-Silver, M. (2001) E-Shock: the new rules (2nd edition) AMACOM Hanson, W.A. (1999) Principles of Internet marketing, Thompson. Sheth, J. N, and Eshgi, A. (2000) Internet Marketing, London: Harcourt. The Economist, Marketing Week, The Sunday Times Business Pages - Enterprise Network Page Interactive Marketing (journal) Journal of Direct, Data and Digital Marekting Practice. | |
6d. Specialist Learning Resources: | |
Use of computer rooms for second half of the module (ie 6 week period) to enable students to create website | |
7. Learning Outcomes (threshold standards): | |
|
On successful completion of this module the student will be expected to be able to: |
Knowledge and understanding | Understand the role of the internet in establishing and maintaining different forms of competitive advantage within a range of key business sectors |
Intellectual, practical, affective and transferable skills | Compare, contrast and distinguish critically between traditional marketing communications methods and digital applications such as the internet, e-commerce, and EDI (Electronic Data Interchange) Propose strategic approaches that businesses can use to exploit the internet and compile a typical internet / e-commerce marketing plan Construct a corporate website suitable for use in e-commerce applications, with reference to objective definition, graphic design, best practice construction techniques, promotion and maintenance of the site. |
8. Learning Activities | |||
Learning Activities |
Hours |
Learning Outcomes |
Additional Comments (including details of use of web-CT) |
Teacher managed learning: |
24 |
1-4 |
|
Student managed learning: |
126 |
1-4 |
|
TOTAL |
150 |
|
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9. Assessment | ||
Assessment Method |
% contribution to module mark or P/F |
Learning Outcomes |
Development of an e-commerce strategy for a company – written 2,000 word report |
50% |
1-4 |
Development of a prototype website to support recommendations made in written report |
50% |
1-4 |
In order to pass this module, students are required to achieve an overall mark of 40% In addition, students are required to (a) achieve the qualifying mark for each element of fine grade assessment as specified above (b) pass any pass/fail elements |
10. Delivery of the Module Please delete as appropriate | ||||||
Delivery |
This module is delivered over… |
Yes or No? |
Indicate which by deleting as appropriate | |||
1 |
…a single semester |
Y / |
Semester 1 or |
Semester 2 | ||
2 |
…two semesters |
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3 |
…a single trimester |
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4 |
…two trimesters |
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5 |
…three trimesters |
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6 |
…multiple delivery patterns |
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7 |
… an exceptional delivery pattern |
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11. Learning Activities – further details | |
Learning Activities |
Details of duration and frequency of learning activities |
Teacher managed learning: |
2 hour class–work sessions per week consisting of lectures and discussions. Some time to be spent in computer rooms in second half of module discussing methods to create a website |
Student managed learning: |
Reading around the subject and preparation of a website to support the report they will write for the first assignment |
12. Module Assessment – further details | ||||
Method |
Length/duration |
Fine graded (FG) or pass/fail (PF) |
Minimum Qualifying Mark see guidance notes |
Comments |
Assignment |
2000 words |
FG |
30% |
Written report |
Website |
20 pages (equivalent to 2000 word report |
FG |
30% |
Prototype website |
13. Subject: see guidance notes |
N5 Marketing and Market Research |
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