New media marketing is a very contemporary and developing area. It has emerged to become a key and substantive element of many companies marketing campaigns. Because of the variety of online tools available to marketers, their technical nature and the complexity of online media, new media marketing is a challenging field. This program is designed to ensure that students develop knowledge of the tools and approaches used in new media marketing and an understanding of the issues involved in their successful application

Topics -
- Business models and strategies. Internet marketing planning
- Site Design, usability, navigation and persuasive architecture
- The Internet and the marketing mix - products, place and price
- Campaign planning for customer acquisition and traffic building. Aspects of web 1 and web marketing
- Understanding the communications and promotional tools of new media marketing and their operationalisation
- search engine marketing
- email marketing,
- rich media and banners,
- virals,
- blogs
- PPC
- online PR

¿ Social media marketing

¿ Mobile marketing, apps. Micro sites and managing buzz

¿ Web analytics and metrics

Business library
Internet access
E mail
PC with Office Software
Module website
Online marketing practitioner journals
Companion web sites

Internet Marketing : A Practical Approach, 2009, Ed1, Charlesworth A, Butterworth Heinemann; ISBN-10: 0750686847
Gay R, Charlesworth A and Esen R, 2007, Online Marketing a customer led approach, Oxford University Press ISBN 978-019-926585-5
Barker M, /Barker D, /Borman N, Nehe K, Social Media Marketing : A Strategic Approach, Cengage Learning,
ISBN 10 0538480874

By assignment 2000 words, focusing on the development of a marketing plan LO1 and 2) together with examples new mew media marketing instruments (LO3) based on the analysis of case study or real world company situation.

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.