Module Definition Form - Internet Marketing

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Internet Marketing
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bet | 7/7 | Sana | 19.03.2017 | Hajmi | 263,66 Kb. | | #261 |
7. Module Definition Form
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Module Definition Form (MDF)
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Module Code: BD415022S
Version: 3 Date amended: 4th January 2011
1. Module Title:
Internet Marketing
2a. Module Leader:
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2b. Department:
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2c. Faculty:
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Marcus Hanwell
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Human Resources and Marketing
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AIBS
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3a. Level:see guidance notes
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3b. Module Type:see guidance notes
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4
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Standard
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4a. Credits: see guidance notes
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4b. Study Hours: see guidance notes
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15
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150
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5. Restrictions
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Pre-requisites:
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None
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Co-requisites:
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None
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Exclusions:
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None
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Pathways to which this module is restricted:
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None
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LEARNING, TEACHING AND ASSESSMENT INFORMATION (for inclusion in the Module Guide)
6a. Module Description:200 – 300 words
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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.
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6b. Outline Content:
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Internet Marketing Fundamentals
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Introduction to Internet Marketing
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Key Internet Marketing concepts
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Development of a knowledge of the practical aspects
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Finding information on the internet
Key elements of strategy
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Setting the Marketing Communications mix
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Integrating the Internet Strategy
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Alternative strategy approaches
Internet Marketing – Implementation and Practice
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Creating and building the website
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Maintaining and managing the website and measuring Internet marketing effectiveness
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Website promotion
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Direct marketing techniques
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Services marketing
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Electronic commerce transactions
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Business-to-consumer marketing – B2C
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6c. Key Texts/Literature:
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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.
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6d. Specialist Learning Resources:
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Use of computer rooms for second half of the module (ie 6 week period) to enable students to create website
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7. Learning Outcomes (threshold standards):
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On successful completion of this module the student will be expected to be able to:
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Knowledge and understanding
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Understand the role of the internet in establishing and maintaining different forms of competitive advantage within a range of key business sectors
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Intellectual, practical, affective and transferable skills
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Compare, contrast and distinguish critically between traditional marketing communications methods and digital applications such as the internet, e-commerce, and EDI (Electronic Data Interchange)
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Propose strategic approaches that businesses can use to exploit the internet and compile a typical internet / e-commerce marketing plan
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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.
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8. Learning Activities
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Learning Activities
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Hours
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Learning
Outcomes
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Additional Comments (including details of use of web-CT)
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Teacher managed learning:
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24
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1-4
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Student managed learning:
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126
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1-4
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TOTAL
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150
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9. Assessment
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Assessment Method
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% contribution to
module mark or P/F
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Learning
Outcomes
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Development of an e-commerce strategy for a company – written 2,000 word report
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50%
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1-4
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Development of a prototype website to support recommendations made in written report
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50%
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1-4
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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
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OTHER TECHNICAL DETAILS
10. Delivery of the Module Please delete as appropriate
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Delivery
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This module is delivered over…
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Yes or No?
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Indicate which by deleting as appropriate
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1
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…a single semester
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Y / N
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Semester 1 or
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Semester 2
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2
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…two semesters
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Y / N
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Semester 1
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Semester 2
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3
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…a single trimester
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Y / N
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Trimester 1
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Trimester 2
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Trimester 3
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4
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…two trimesters
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Y / N
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Trimester 1
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Trimester 2
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Trimester 3
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5
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…three trimesters
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Y / N
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Trimester 1
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Trimester 2
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Trimester 3
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6
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…multiple delivery patterns
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Y / N
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7
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… an exceptional delivery pattern
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Y / N
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11. Learning Activities – further details
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Learning Activities
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Details of duration and frequency of learning activities
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Teacher managed learning:
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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
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Student managed learning:
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Reading around the subject and preparation of a website to support the report they will write for the first assignment
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12. Module Assessment – further details
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Method
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Length/duration
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Fine graded (FG) or pass/fail (PF)
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Minimum Qualifying Mark
see guidance notes
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Comments
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Assignment
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2000 words
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FG
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30%
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Written report
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Website
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20 pages (equivalent to 2000 word report
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FG
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30%
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Prototype website
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13. Subject: see guidance notes
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N5 Marketing and Market Research
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Internet Marketing Semester 1 – 2011/12
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