The unit critically reviews many facets of electronic marketing with particular reference to its application for direct marketing and online advertising. Students will engage with the unit material through an established framework for an electronic marketing plan so that they will be able to utilise their theoretical knowledge and understanding on how to deploy digital technology to stay competitive in a dynamic business environment. Students will plan, evaluate and implement electronic marketing strategies in order to transform traditional marketing and business models.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Elucidate on how the Internet is changing existing marketing models and the role of new models and strategies to effectively exploit the medium;  
  2. Evaluate elements of the Internet environment that impact on an organization's ethical and socially responsible Internet marketing strategy;  
  3. Analyse business cases and develop innovative electronic solutions to fulfil identifiable needs, justifying and interpreting theoretical propositions in evidence-based decision making;  
  4. Creatively apply insights and to formulate strategic recommendations on new and emerging e-business and e-commerce models technologies, products and services; and  
  5. Critically analyse e-marketing case-studies and advocate conclusions and proposals effectively in written and oral form.  


Assessment type Description Grade
Case Study Written analysis of business case A 15%
Case Study Written analysis of business case B 15%
Report Internet Strategy Report 35%
Examination Final Examination 35%

Required reading

Digital Marketing: Strategy, Implementation and Practice, 5th edition,
Chaffey, D, Ellis-Chadwick, F, 2012

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