BM7404: E-marketing


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7404: E-marketing

Module Title E-marketing
Module Code BM7404
Module Tutor Sam Copland
School Business School
CAT Points 15
Level of Study 7
Brief Description

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

Indicative Syllabus

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.

Learning Outcomes

On successful completion of the module the student should able to:

1) Evaluate e-marketing and tactics within an e-business perspective;
2) Critically review key Digital 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. Digital marketing collateral;
6) Evaluate the impact of digital marketing strategies on consumer decision making.

Learning and Teaching Activities
Assessment (For further details see the Module Guide) 001: 100% Coursework: Individual, portfolio: 4000 words
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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