This module allies the philosophy and techniques of direct marketing with the technology and tools of the e-marketing world to equip you with the understanding and skills required to operate in a customer centric organisation. Interactive marketing tools including mobile, SMS, web and email will be investigated alongside the more traditional direct methods such as direct mail, direct response advertising and telemarketing. It is expected that the module will take a practical approach but still offer you the chance to critically evaluate and apply theoretical concepts. The role of the database and customer relationship management technologies will be assessed as well as considering the impact of these technologies on traditional marketing functions E.g. web-based research
The course will consider the strategic issues arising from the new business model and cover more practical elements such as planning, development and implementation of interactive marketing within a variety of different contexts.

Topics may be drawn from the following list but as this is a dynamic and rapidly changing field this list will not be exhaustive.
Interactive marketing as concept and function
Strategies and new business models
Customer centric planning
CRM technologies
Database- data mining for understanding and analysing customers, measuring marketing effectiveness
Tools, channels & media
Creative approaches
Traffic building
Fulfilment & back end marketing, virtual retail
Website design and useability testing using appropriate programming tools.
Resource Management
Contemporary & future directions

Individual 2,000 words report - 100% (Tests Learning Outcome 1 and 2)

Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2003) Internet Marketing, 2nd Edition, FT Prentice Hall. ISBN 0273658832
Chaffey, D (2003), E- business & E- commerce, FT Prentice Hall ISBN 0273683780
Mohammed, R, Fisher, R, Jaworski, B, Cahill (2002) Internet Marketing Building advantage in a networked economy McGraw Hill ISBN 0071124942.
Phillips, P. (2003) E-Business Strategy, McGraw-Hill. ISBN 0077098374
Smith, P.R. & Chaffey, D (2001) E-marketing Excellence, Butterworth Heinemann ISBN 0750653353
Tapp, A (2000) Principles of Direct & Database marketing FT Prentice Hall ISBN number 0273646818
Trade Publications such as Direct Marketing, Revolution and journals such as Targeting, Measurement and Control, Interactive Marketing

Business Library
Internet
E-mail
PC with Office and web design software

The learning strategy of this module requires students to commit 150 learning hours (including assessment). Of this there will be 24 hours of class support and 126 hours of independent and self-directed study. Learning support material will be provided for the module.
There will be a series of 12 x 1 hour lectures, which will use appropriate expertise, to introduce key concepts and explore indicative content. These will be complimented with a series of 6x2 hour practical workshops (which may be plenary or smaller depending on the activity). To show application and to develop specific areas students will work individually and within groups in workshops & tutorials. Formative feedback will be given on a regular basis in class to help student development