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

Internet 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

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

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

3. CONSTRUCT AN ELEMENT OF E 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-
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