e-marketing assignment

EMarketing

MARK3011

Level 6

MODULE HANDBOOK

Academic Session: 2017 – 2018

Department of Strategic Management and Marketing

Faculty of

Business

and Law

Department of Strategic Management and Marketing

MARK3011: Emarketing

Academic Year: 2017-2018

Credit value: 15 credits

Module Pre-requisites: One level 2 Marketing module

Module coordinator: Dr Suha Omar

Email: [email protected]

Room: HU4.74

Advice and Feedback hours: Tuesday 2:00-4:00pm

Module Overview

	Assessment 1	Assessment 2
Type	Individual coursework	Individual coursework
Length	Max 1,500 words	Max 1,500 words
Weighting	50%	50%
Deadline	18th December 2017	9th April 2018
Return date	23rd January 2018	8th May 2018

Note: all coursework must be submitted electronically via Turnitin by the deadlines unless there are mitigating circumstances. Information on penalties and late submissions can be found at: http://www.dmu.ac.uk/dmu-students/the-student-gateway/academic-support-office/deferral-of-assessments.aspx

The Faculty is committed to a 20 working day turnaround time for the marking and return of coursework. The turnaround time does not include weekends, bank holidays or university closure days.

Staff Contact Details

Module Leader:

Dr Suha Omar

Ext: 7696

Email: [email protected]

Room: Hugh Aston 4.74

Advice and Feedback hours: Tuesday 2:00-4:00pm

Module Tutors:

Shelton Giwa

Ext: 8503

Email: [email protected]

Room: Hugh Aston 4.70

Advice and Feedback hours: Wednesdays 11:00 am- 1:00pm

Roger Saunders

Ext: 8290

Email: [email protected]

Room: Hugh Aston 4.55

Advice and Feedback hours: Wednesday 12:00-2:00pm

Adam Oozeerally

Ext: 6816

Email: [email protected]

Room: Hugh Aston 3.30

Advice and Feedback hours: Friday 10:00am – 11:00am

Student Details:

Name:

Student Lecture Group:

Student Seminar Group:

1. Module overview

 

The module will critically evaluate the impact of emerging technologies such as the Internet and mobile phones on marketing theory and practice, the development of theoretical concepts and frameworks in the field of emarketing and their application in real life situations.

The Internet has become an essential part of almost every company's marketing strategy, whether viewed as a market, a distribution or communication channel. E-marketing should be grounded in the Marketing concept and has a clear impact upon a firm's Marketing Mix. It provides new and exciting ways to communicate with target audiences. It opens up new markets by doing away with the need for intermediaries and expensive shop fronts. The Internet has also affected global pricing and opened up new pricing opportunities (for example dynamic pricing), while various e-products/services have emerged e.g. online music, social networking sites, video streaming, location based services etc. One of the most important applications of E-marketing involves customer relationships management as well as the increased opportunities for customer engagement. Firms are utilizing new technologies to discover and meet the needs of demanding customers, to strengthen and build relationships in order to gain a competitive advantage. Online and mobile websites, social media networks, blogs etc have become ideal platforms for organisations to engage with customers and co-create unique experiences. In addition, firms have realised the value in pursuing multichannel strategies offering customer wider choices and integrated shopping experiences where online and mobile technologies play an important role and impact customers’ search and buying behaviour. Today, online customer reviews and feedback, and online product comparisons have become an essential part of a customer’s shopping journey. Managing the web and mobile experience requires sound understanding of online service quality, communicating value propositions, and addressing customers’ privacy and security/trust concerns. The internet has also provided marketers with new ways and tools to conduct research such as online questionnaires and focus groups, netnography etc. These are important aspects when developing and implementing e-marketing plans and e-strategies.

Therefore, this module will familiarise students with the way the Internet, and other digital media, are used today - and with their potential. There will be an emphasis on good practice, critical evaluation of emarketing strategies, and application of theoretical emarketing frameworks. The course will be a blend of practical and academic, placing emarketing within the traditional marketing framework and also looking at effective use of today's e-tools.

Students should come away from this module with a firm understanding of how emarketing fits within the marketing philosophy, and how to integrate e into their marketing plans and strategies.

2. Study Themes

As emarketing has become mainstream marketing today, the module explores and covers a range of topic areas. Key study themes of the module are illustrated below:

3. Learning outcomes

The module expects students to achieve the following learning outcomes:

· Develop understanding of E-marketing theoretical developments, concepts and frameworks through real life examples and application.

· Develop awareness of a range of tools and techniques of emerged technologies; and how these impact the elements of the marketing mix.

· Be able to review, assess and develop effective digital marketing plans and strategies; and advise organisations on their digital marketing strategy.

· Gain understanding and knowledge of complex digital marketing issues and be in a position to effectively communicate these to various audiences.

· To understand social media networks and their impact on marketing; and be able to take advantage of the potential of social media networks.

4. Learning and teaching strategies

The module uses a range of teaching methods to actively engage you with the subject in a stimulating learning environment. The core teaching philosophy adheres to students increased participation, interaction and co-creation of their learning. It is the aim of the module team to grow a learning environment through continuous productive dialogues, exchange of ideas, creativity, co-creation of knowledge and innovative teaching methods wherein students can flourish, progress and achieve their potential.

This is a dynamic subject. It constantly changes and is therefore not suited to a too formal style of traditional teaching and instructor’s monologue. Students are expected to take responsibility for their own learning and are actively encouraged to contribute to the evolution of the course, both in content and form.

A combination of lectures, seminars and practical sessions (in the computer labs) is used. Students are encouraged to use the technology and assess the relative values of different estrategies and tools. Seminars will include detailed discussions of case studies and selected aspects of Emarketing. Students are provided with both formative and summative feedback throughout the delivery of the module.

Module delivery and study expectations:

Session	Hours
Lecture	18 hours
Seminar	8 hours
Practical	4 hours
Self-directed study	60 hours
Assessment	60 hours
Total	150 hours

5. Assessment

Further information on the coursework will be disseminated throughout the lectures.

Reassessment

 

If a student attempts but fails the first element of assessment in this module, he/she can have a reassessment within term time to improve the grade to 40% (this attempt is capped under the Student Regulations). No other elements will be reassessed before final marks are submitted to the Assessment Board.

Students failing to achieve a final aggregate grade of 40% across the two components may be re-assessed during the summer re-assessment period. Please note: Students MUST have attempted the assignment in order to benefit from in-course recovery.

6. Plagiarism

The Assessment Board takes a very serious view of any kind of cheating, especially plagiarism. The latter can be defined as the unacknowledged copying of the work of others (including textbooks). Any such temptation is simply not worth the risk, and the consequences are unpleasant for all concerned. Please refer to the reference guide at the end of this module handbook for further detail on sourcing and referencing using the Harvard Referencing system.

7. Lectures and Seminars Preparation

 

In compliance with UDL guidelines all lecture slides will be available on the module blackboard site 24 hours before each lecture, ready for students to download. If you have any specific needs for lectures slides or notes please inform your tutor.

Most lectures have reading from the set text associated with them. Students are expected to read the appropriate material before coming to the lecture. See the attached lecture schedule for chapter references.

Most seminars require preparation which will be available on the module blackboard site. Students are expected to bring notes or other prepared work with them to the session. This is very important as it facilitates the learning process within the seminar, students’ engagement and interaction, and creates positive learning experiences. Each seminar is directly related to specific components of the assessment, and therefore it is essential that you prepare and attend all sessions. Past experience has shown that students who attend classes and engage with the module from the very beginning, have produced outstanding work and performed exceptionally well.

Practical sessions

 

Every 3 weeks or so, one of the lectures will be replaced by a surf session. These are lab-based sessions which are designed to put theory into practice. They do not require any great technical skills (beyond the ability to log onto the Internet).

8. Advice and Feedback

Students are welcome and encouraged to seek advice from the teaching team. All students should feel free to contact their module tutor for help and support during classes, advice and feedback hours or through email.

There will be a special designed area on Blackboard where students can post questions, interact with and receive answers from other students or the teaching team.

9. Blackboard Module website

 

This module is supported by a Blackboard website: https://vle.dmu.ac.uk/ . All students are required to access the blackboard site using their username and password. The website has a notice board and students are encouraged to use this to communicate with each other about course related issues. Links to articles and other items of interest can be posted there.

Class schedules, lecture slides, seminar preparation, assignment briefs and other communications will be posted on this site. As the year progresses more aspects and blackboard shelves will be added.

Important announcements will be posted on the site, and occasionally sent to your student email account – which you will need to check regularly.

10. Reading list

 

Required text:

Chaffey, D. and Ellis-Chadwick, F. (2016), Digital Marketing: Strategy, Implementation and Practice, 6th edition, FT Prentice Hall, UK

Recommended:

Barker, M., Barker, D., Bormann, N. & Neher, K. (2013), Social Media Marketing: A Strategic Approach, South Western Cengage Learning, US.

Chaffey, D. (2015), Digital Business and E-Commerce Management, 6th edition, FT Prentice Hall, UK

Chaffey, D. (2011), E-Business and E-Commerce Management Strategy, Implementation and Practice, 5th edition, FT Prentice Hall, UK

Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. (2009), Internet Marketing: Strategy, Implementation and Practice, 4th edition, FT Prentice Hall, UK

Chaffey, D. & Smith, P.R. (2017), Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th edition, Taylor & Francis, UK

Chaffey, D. & Smith, P.R. (2008, 2013), eMarketing eXcellence: Planning and optimising your digital marketing, 3rd & 4th edition, Butterworth Heinemann/ Elsevier, UK

 

Dann, S. and Dann, S. (2011), emarketing theory and application, Palgrave Macmillan, UK

Kozinets, R. (2015), Netnography Redefined, 2nd Edition, Sage Publications, UK

Miletsky, J.(2010), Principles of Internet Marketing, Course Technology Cengage Learning, US

 

Strauss, J. and Frost, R. (2012, 2014), E-Marketing, 6th & 7th edition, Prentice Hall, US

Tuten, T. L. & Salomon, M. R. (2013), Social Media Marketing, Prentice Hall, US.

 Journals and magazines:

 

· International Journal of Advertising

· Journal of Interactive Marketing

· Journal of Advertising Research

· Journal of Marketing

· Journal of Marketing Communications

· Marketing

· Marketing Week

· Campaign

· Revolution

Many journals and market research reports can be accessed from electronic databases: ABI(ProQuest), Emerald, EBSCO, Key Note, Mintel.

UNI. WEEK	LECTURE	LECTURE TOPIC	CHAPTERS
1	1	MODULE INTRODUCTION	CHAFFEY C1 Chaffey & Smith C1
2	2	E-TODAY	CHAFFEY C2
3	3	SURF SESSION 1: Marketing on the Web
4	4	E-MARKETING ENVIRONMENT	CHAFFEY C2 & C3
5	5	Online Customer Experience	CHAFFEY C7 Chaffey & Smith C6
6	ENHANCEMENT WEEK
7	6	SURF SESSION 2: Coursework Consultation
8	7	E-CONSUMERS / AUDIENCES	CHAFFEY C2 Chaffey & Smith C4
9	8	oNLINCE CUSTOMER ENGAGEMENT E-CRM & E-Service Quality	CHAFFEY C6 & C7 Chaffey & Smith C8
10	9	SURF SESSION 3: Web Experience
11	10	COURSEWORK CONSULTATION
12 13 14	CHRISTMAS

MARK 3011 LECTURE SCHEDULE – 2017 / 2018

UNI. WEEK	LECTURE	LECTURE TOPIC	CHAPTERS
15	11	E-MARKETING PLAN & STRATEGY	CHAFFEY C4 & C10 STRAUSS C3, C8 & C9 Chaffey & Smith C10
16	12	Product in the online environment	CHAFFEY C5 Chaffey & Smith C2
17	13	Online Promotion and Communication Strategies	CHAFFEY C5, C8 & C9 Chaffey & Smith C2 &C7
18	14	Social media marketing	STRAUSS & FROST C13 Chaffey & Smith C5
19	15	SURF SESSION 4: E-Marketing Communications
20	16	Pricing and Revenue Strategies	CHAFFEY C5 Chaffey & Smith C2
21	17	Place/Distribution Channels	CHAFFEY C5 Chaffey & Smith C2
22	ENHANCEMENT WEEK
23	18	WEB ANALYTICS
2467, kerience eek 2012	19	COURSEWORK CONSULTATION
25	EASTER
26
27
28	20	MOBILE MARKETING	Chaffey & Smith C5
29	21	ONLINE RESEARCH & ETHICS
30	22	MODULE OVERVIEW

MARK 3011 - seminar SCHEDULE 2017 / 2018

UNI. WEEK	Seminars	TITLE
2-3	1	TECHNOLOGY AND MARKETING
4-5	2	WEB EXPERIENCE
6	ENHANCEMENT WEEK
7-8	3	Coursework 1 WORKSHOP
9-10	4	E-SERVICES
CHRISTMAS
16-17	5	E-PROMOTION
18-19	6	Contemporary Emarketing affairs
20-21	7	MINI CASE STUDY
22	ENHANCEMENT WEEK
23-24	8	Coursework 2 WORKSHOP

Note:

Students should refer to their timetable and make sure they attend allocated tutorials accordingly.

This is a provisional list of topics and may change. Should this be the case, you will be notified well in advance of any changes.

Dr Suha Omar

Module Leader

September 2017