Module overview
This module emphasizes the groundwork for e-marketing and the role of strategy, planning and consumer behaviour in this medium. It reviews the consumer behavioural models and implementation processes of addressing consumers through e-marketing. It covers the e-marketing principles, and examines the relationship marketing as the foundations for value delivery and ongoing commitment to the e–marketer. Finally, it looks at the practical applications of a range of different technologies such as social media applications, m-marketing approaches, gamification strategies, and 3-dimensional online platforms.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the evolutions of digital marketing and the distinctive styles of using technology for marketing purposes;
- the marketing principles from the basic concepts of product offering to the complexity of building a community around the online marketing environment and social media.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- manage time and tasks effectively in the context of individual study and collaborative activities;
- explain concepts clearly and apply these to marketing practice.
Subject Specific Practical Skills
Having successfully completed this module you will be able to:
- analyse the implications of a range of different digital technologies and their suggested use.
- evaluate how contemporary and different social, technological and economic influences have shaped the digital marketing;
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- analyse case studies in alternative retail channels.
- evaluate the opportunities and challenges of offline and online marketing strategies;
Syllabus
- Foundations of Digital Marketing: strategies, planning, and consumer behaviour
- Creation, delivery, and exchange of value
- Branding and promotions
- Services and relationship Marketing
- Applications of digital Marketing
- Social Media
- Alternative retail channels (M-Commerce, V-Commerce, 3D-Commerce, TV-Commerce)
Learning and Teaching
Teaching and learning methods
Teaching methods include:
Lectures, interactive case studies, directed reading, group presentation and individual coursework.
Learning activities include:
- Individual assignment
- Group presentation
- Private/guided study
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
General Resources
Journal of Retailing.
European Journal of Marketing.
Journal of Interactive Marketing.
Journal of Business Research.
International Journal of Electronic Commerce.
Journal of Marketing.
Psychology and Marketing.
Journal of Strategic Marketing.
Journal of Consumer Research.
Marketing Letters.
Textbooks
Boaq, P., Magazine, S. and Pieters, V. (2014). Digital Adaptation. Smashing Magazine.
Capala, M., Baldwin, S. and Lee K. (2014). SEO Like I'm 5: The Ultimate Beginner's Guide to Search Engine Optimization. CreateSpace Independent Publishing Platform.
Dann, Stephen and Dann Suzan (2011). E-Marketing: Theory and Application. Palgrave Macmillan.
Blythe Jim (2014). Principles and Practice of Marketing. Sage Publications.
Schmidt, E. and Rosenberg, J. (2014). How Google Works. Grand Central Publishing.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
In-class activitiesSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Coursework | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Coursework | 100% |
Repeat Information
Repeat type: Internal & External