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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.

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

Course content

The content will include an introduction to e-marketing, 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


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.


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%+): Outstanding Performance. 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+

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. Evaluate professional/commercial and academic literature.

  2. Demonstrate an understanding of e-Marketing.

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

  4. Examine the nature of e-Marketing in contemporary and changing organisational environments.

Assessment Methods

Type Name Description Weight
INDIVIDUAL PRESENTATION Individual Case-study Presentation

You are asked to research a company and to critically evaluate its Marketing strategy.

EXAM Exam S1

A choice of 4/5 questions, you are to answer 2. These maybe essay questions divided into sub-questions with each sub-question commanding a number of marks.


Teaching and Learning Strategy


One 2-hour lecture per week for 10 weeks, and 2 additional 1-hour sessions in weeks 2 (6) and 10 (14).

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: