Overview

This module is based on the reading of journal articles. For each lecture a list of the essential articles that the students will be required to read will be provided along with lecture slides on a weekly basis. The content of the module will introduce the students to e-marketing as a strategic tool and how it is implemented within the e-marketing environment. The significance of online to retailing and the impact of social media and mobile marketing are a embedded in the module. The module also considers the consumers as well as the marketers perspectives when implementing e-marketing and makes links to the e-marketing mix.

Assessment Strategy

-threshold -(c- to c+ / 50 -59%): •Much of the relevant information and skills mostly accurately deployed. •Adequate grasp of theoretical/conceptual/practical elements. •Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. •Some evidence of the use of creative and reflective skills.

-good -(B- to B+ / 60 – 69%): •Very good performance •Most of the relevant information accurately deployed. •Good grasp of theoretical/conceptual/practical elements. •Good integration of theory/practice/information in pursuit of the assessed work's objectives. •Evidence of the use of creative and reflective skills.

-excellent -(A- to A* / 70+ %): •An outstanding performance, exceptionally able. •The relevant information accurately deployed. •Excellent grasp of theoretical/conceptual/practice elements. •Good integration of theory/practice/information in pursuit of the assessed work's objectives. •Strong evidence of the use of creative and reflective skills.

Learning Outcomes

• Apply managerial judgement and analytical and critical skills to e-marketing strategy.

• Critically evaluate the application of e-marketing to case-study organisations.

• Demonstrate a thorough understanding and be able to critically evaluate the principals underlying e-marketing practice.

• Evaluate professional/commercial and academic literature.

• Examine the nature of e-marketing in contemporary and changing organisational environments.