Run by Bangor Business School
15.000 Credits or 7.500 ECTS Credits
Organiser: Dr Sonya Hanna
Overall aims and purpose
To examine how organisations can use the Internet to support their marketing activities, covering aspects of the subject ranging from environmental analysis to strategy development and implementation.
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.
(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.
(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.
(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.
Demonstrate a thorough understanding and be able to critically evaluate the principals underlying e-marketing practice.
Critically evaluate the application of e-marketing to case-study organisations.
Apply managerial judgement and analytical and critical skills to e-marketing strategy.
Examine the nature of e-marketing in contemporary and changing organisational environments.
Evaluate professional/commercial and academic literature.
Teaching and Learning Strategy
120 hrs required outside of formal timetables sessions.
Weeks 1 to 8: one 2hr lecture per week for 8 weeks, followed by 1hr seminar/tutorial per week for 8 weeks. Weeks 10 and 11: one 3hr lecture per week.
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
- Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
Subject specific skills
- Ability to work with people from a range of cultures.
- Articulating and effectively explaining information.
- Building and maintaining relationships.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
This module is based on the reading of journal articles. For each topic a list of the essential articles that the students will be required to read will be provided.
Courses including this module
Compulsory in courses:
- N5AG: MSc Consumer & Digital Marketing Analytics year 1 (MSC/CDMA)