BMM5442 - e-Business and e-Marketing

Objectives:

On successful completion of the module, students will be able to:

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:

The sessions will be organised in mainly 3-hour teaching blocks. Lectures will deliver core theoretical frameworks followed by case-studies, seminar discussions and facilitated break-out sessions, as well as tutorials. “Grovo” will also be used as an e learning tool.

Lectures
Contact hours: 10
Intended Group size: 1

Tutorials / Case-study work
Contact hours: 10
Intended Group size: 3/4

Break-out sessions
Contact hours: 20

Guided independent study
Hours: 160
Further details relating to assessment
Students will develop the case study portfolio over several weeks, receiving on-going formative feedback prior to final submission at the end of the module.

Assessment: