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

  • BA (Hons) Business and Marketing (Top-Up)


    In today’s fast-paced, global environment, marketing is crucial to the commercial success of any business. The University of Sunderland’s BA (Hons) Business and Marketing Top-up degree is a balance of focus, that combines both business subjects and a marketing specialism to prepare students for employment in a diverse range of careers in both disciplines. Studying business and marketing together grants a unique understanding of organisations and their management, and the varied ways marketing is used to determine and demonstrate the quality and usefulness of products, brands and services.

    The BA (Hons) Business and Marketing programme can be earned in 18 months on a Part Time basis.  As a graduate of this course, you will have excellent skills and knowledge in marketing management, planning, strategy and digital marketing.

    Our other Business degree options include:

    Next Step

    Expand your potential; go beyond your University of Sunderland BA Honours degree.

    BA graduates can seamlessly progress to one of our Edinburgh Business School, Heriot-Watt University MBA or MSc. programmes, which we have been offering for over 24 years.

    Related Courses: