Module ASB-3114:
e-Marketing

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 1

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.

Note: If you register for this module, you cannot also register for ASB-3212 Taxation.

Course content

The module will provide an introduction to e-marketing. It will cover concepts and practices in relation to among others e-marketing strategy and the e-marketing environment, the changing face of retailing and mobile communications.

The module is based on and designed to develop students' skills in critical reading of journal articles and presentation skills.

Assessment Criteria

threshold

Satisfactory Standard (D- to D+ / 40 - 49%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

good

High Standard (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

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.

C- to C+

Average Standard (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.

Learning outcomes

  1. Understand all the major aspects of marketing on the internet, including internet marketing communications, relationship marketing on the Internet, and online service quality.

  2. Understand strategic issues and the development of E-marketing performance.

  3. Discuss and critique marketing case-study/ies that bring various examples from the online marketing world.

Assessment Methods

Type Name Description Weight
CASE STUDY Group Case-study Presentation

In a group, you are asked to research a company and to critically evaluate its e-marketing strategy. WebPA is implemented to self and peer assess contribution.

40
EXAM Exam S1 1.5 hours

A choice of 4/5 questions, you are to answer 2.

60

Teaching and Learning Strategy

Hours
Lecture

One 2hr lecture per week. One 2hr or two 1hr tutorial per semester.

22
Private study

78 hrs study required outside formal timetabled session.

78

Transferable skills

  • 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.
  • 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.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: