Overview

This module is based on the reading of journal articles. For each lecture a list of the essential articles that the students will be required to read will be provided along with lecture slides on a weekly basis. The content of the module will introduce the students to e-marketing as a strategic tool and how it is implemented within the e-marketing environment. The significance of online to retailing and the impact of social media and mobile marketing are a embedded in the module. The module also considers the consumers as well as the marketers perspectives when implementing e-marketing and makes links to the e-marketing mix.

Learning Outcomes

• Apply managerial judgement and analytical and critical skills to e-marketing strategy.

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

• Demonstrate a thorough understanding and be able to critically evaluate the principals underlying e-marketing practice.

• Evaluate professional/commercial and academic literature.

• Examine the nature of e-marketing in contemporary and changing organisational environments.