BAM6142 - E Business & E Marketing

Objectives:

1) Critically analyse and apply approaches used to evaluate a company’s current positioning in the traditional and electronic marketplaces.
(2) Formulate, assess and select options for developing an E-marketing strategy.
(3) Critically analyse the situational utilization of the internet as a business and marketing tool, assessing its suitability and appropriateness.

Content:

This course is intended to be a comprehensive guide to all aspects of analysing and deploying E-Marketing within an organisation.

Introduction to e-business
Introduction to e-marketing
Situation analysis for e-marketing
Objective setting
Defining E Marketing strategy
Electronic marketing and the marketing mix
Implementing the E-marketing strategy
Control and management of e-marketing

Building on traditional marketing theory and concepts the module details a structured approach to applying the Internet for business & marketing

Learning and Teaching Information:

A basic lecture programme accompanied by tutorials, some of which will focus on case studies.

Lectures (Semester 1)
Contact hours 9
Number of groups 1

Tutorials including Case Study Analysis (Semester 1)
Contact hours 9
Number of groups 2

Lectures (Semester 2)
Contact hours 9
Number of groups 1

Tutorials (Semester 2)
Contact hours 9
Number of groups 2

Assessment: