By assignment 2500 words, focusing on the development of a marketing plan and example e marketing instruments based on the analysis of case study or real world company situation

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-
Blyth A, Brilliant Online Marketing, 2011 Prentice Hall, ISBN978-0-273-73745-2
Smith and Chaffey (2002), eMarketing excellence, Butterworth Heinemann, ISBN 978-07506-8945-8
Reed, j, Get Up to Speed with Online Marketing: How to Use Websites, Blogs, Social Networking and Much More, Prentice Hall, ISBN 978-0-273-73264-8

E 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, e marketing is a challenging field. The program is designed to ensure that students develop knowledge of the tools and approaches to e marketing and 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 e 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

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.