Course Brief

The Internet is the fastest growing medium of all time, growing in less than a decade from zero to being an essential element of the business environment. Although Internet-related technology has impacted on business in a wider context, so called e-business, including such elements as e-procurement and e-supply-chain management, it is the field of marketing that has been affected most.

Not only has the Internet provided the marketer with a new medium to communicate with customers, and potential customers, it has had a significant effect on the way in which both consumers and organisations make informed buying decisions.

Concentrating on customer-led models, this module looks at what the marketer must consider in addressing the behaviour and expectations of the contemporary customer in both business-to-consumer (B2C) and business-to-business (B2B) markets.

  • 40 contact hours

Upon successful completion of this module, students will have demonstrated:

K1. Understanding of the role of e-marketing in the contemporary business environment
K2. Critical understanding of the relevance and application of internet technology in the marketing of both off- and online organisations
K3. Critical understanding of how the Internet is located in a strategic business context
K4. Critical understanding of the models and theories of e-marketing

S1. That they can analyse information and/or a situation
S2. The ability to solve problems and make decisions
S3. That they can read, synthesise and report on current e-marketing-related issues