BMM6582 - e-Business and e-Marketing

Objectives:

On successful completion of the module, students will be able to:
Compare, contrast, and analyse approaches used to evaluate a company's current positioning in the traditional and electronic marketplaces.
Appraise various options for developing e-business/e-marketing strategies.
Evaluate the situational utilisation and impact of modern technologies in key aspects of business and marketing operations, and interpret its suitability and appropriateness.

Content:

This module is intended to be a comprehensive guide to key aspects of analysing and deploying digital strategies and technologies within an organisation in the UK and globally. Building on traditional business and marketing theories and concepts, the module details a structured approach to applying modern technologies for management and marketing operations, particularly in relation to international business.

The module will cover key topics such as e-business (operations, logistics, supply chains), e-marketing, situation analysis for e-marketing, objective setting, e-marketing strategy, electronic marketing and the marketing mix, e-marketing strategy implementation, as well as control and management of e-marketing.

Learning and Teaching Information:

The module will be delivered via a series of weekly 3-hour teaching blocks, comprising whole-group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops and guest lecturers representing various business disciplines.

The module will make use of current newsworthy case studies and developing business, political, and technology trends, and so the nature of the topics and exercises will vary. Students will be provided with, and/or directed to, relevant reading and additional questions/ exercises to support their progress through the module material.

Lectures/Seminars
Contact hours: 30
Intended Group size: Cohort

Workshops/Tutorials
Contact hours: 10
Intended Group size: Cohort or variable sized groups

Guided independent study
Hours: 160

Further details relating to assessment
Video presentation: over a period of seven weeks, students will be encouraged to select and, through exploratory research, develop a 'snap-shot' video presentation of an e business and e marketing challenge based on one of three themes. This will culminate in the submission of a 5 minute video presentation in Week 7, outlining research findings so far and the anticipated direction of the final project review due for submission at the end of the module.

Analytical review: this assignment requires students to produce An in-depth analysis of an e business and e marketing challenge based on one of three significant themes detailed in their assignment brief.

Assessment:

001 Case study interim report 1000 words week 7 25%
002 Case study final report 3000 words end of module 75%

Fact File

Module Coordinator - Gaynor Cross
Level - 6
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 6S16S1

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