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Module ASB-3114:

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.

This module is based on and designed to develop students' skills in critical reading of journal articles and presentational skills (through assessments). Interpersonal skills are developed through teamwork exercises in class and through the group work assignment.

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

Course content

Defining the field: Introduction to the module and e-marketing as a strategic tool; E-marketing strategy and the e-marketing environment; Social media marketing; The e-marketing mix; The consumers perspective; The marketers perspective; Online retailing; Mobile marketing.

Assessment Criteria


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.


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 (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 studies that bring various examples from the online marketing world including social media marketing and mobile marketing.

Assessment Methods

Type Name Description Weight
CASE STUDY Group Case-study Presentation

For an existing brand/corporation, to analyze and discuss the implementation of its e-Marketing strategy with reference to specific e-marketing strategy concepts/theories (as outlined in the assignment detail).

EXAM Exam S1 2hrs

2 hour exam consisting of 4/5 questions, the students will be required to answer 2 questions.


Teaching and Learning Strategy


One 2hr lecture per week.


One 2hr or two 1hr tutorial per semester.

Private study

80 hrs study required outside formal timetabled session.


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.

Courses including this module

Compulsory in courses:

Optional in courses: