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.

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

1. DEVELOP AN AWARENESS OF THE RANGE OF BUSINESS MODELS USED ONLINE AND APPLY TO THE PROCESS OF NEW MEDIA MARKETING STRATEGY AND PLANNING
Analysis
Application
Knowledge & Understanding

2. APPRECIATE THE RANGE OF NEW MEDIA MARKETING TOOLS AND UNDERSTAND THE PRINCIPLES OF THEIR APPLICATION BY SHOWING THEIR RELEVANCE TO A GIVEN SITUATION THROUGH THE PRODUCTION OF A NEW MEDIA MARKETING PLAN
Application
Communication
Knowledge & Understanding
Problem Solving

3. CONSTRUCT AN ELEMENT OF NEW MEDIA MARKETING APPLICATION AND DEMONSTRATE THE APPLICATION OF PRINCIPLES TO THIS TASK
Application
Knowledge & Understanding
Learning
Problem Solving

This requires student commit to 150 learning hours of this 36 hours will be class contact and 114 of independent self directed study.
24 hours formal lectures/seminars
12 hours tutorial/seminar activity

Lectures will provide the conceptual framework and will direct independent and self directed study as well as contextualising principle within an application framework. Tutorial/seminar activities will centre around case studies, computer laboratory exercises or seminars and will develop awareness, analysis and understanding of application of theory to practice.

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

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

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