Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module has been designed to allow students to develop skills to evaluate current online practices and explore new innovative online developments in relation to their impact on organisations and their strategic approaches. It explores the role of digital electronic methods in marketing strategy and how new technologies can be embraced for marketing purposes. It also focuses on the use and value of multimedia and the Internet as vehicles for the generation and distribution of ideas, goods and services in the business world. It concentrates on the design and evaluation of multimedia applications from a marketing perspective
A wide range of issues are explored within this module, including:
It will review current practice in electronic marketing and is concerned with the design and evaluation of multimedia applications for marketing strategy. In addition the exploration of Social media and its impact upon customers online behaviour will be considered. The marketing effectiveness of such products will be evaluated.
On successful completion of the module the student should be able:
1) Evaluate e-marketing and tactics within an e-business perspective
2) Critically review the range of e-marketing tools as well as their advantages and disadvantages
3) Explore the impact of online communities and evaluate their uses in marketing
4) Evaluate the utility of concepts, tools and frameworks to solve e-business problems
5) Evaluate the advantages and limitations of virtual worlds, interactive graphics, animations and social media.
6) Evaluate the impact of digital marketing strategies on consumer decision making.
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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