| CODE | MRK3503 | ||||||||
| TITLE | Internet Marketing: Integrating Online and Offline Strategies | ||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 6 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit provides comprehensive coverage of the rapidly changing field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces conceptual frameworks to structure student understanding of Internet marketing issues. Above all, it works on the premise that the Internet, whether used as a medium of communication or as a channel of distribution, is only one component of the contemporary marketer's tools. Study-unit Aims: The primary objective in this study-unit is to help the participant understand how to best integrate this powerful new component, continuing developments in Internet marketing into strategies and media plans. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will learn and understand the: - Foundations of Internet Marketing; - Essential Internet Marketing Tools; - Internet Marketing Strategies and Programs; - Evaluating Performance and Opportunities. 2. Skills: By the end of the study-unit the student will be able to develop strategies for: - Branding and Video Marketing; - Advertising and Customer Acquisition Tools; - Email Marketing to Build Consumer and Business Relationships; - Search Engine Optimization and Pay-Per-Click; - Social Media Marketing; - Lead Generation and Conversion in B2B and B2C Markets; - Developing and Maintaining Effective Web Sites; - Customer Service and Support in Web Space; - Measuring and Evaluating Web Marketing Programs; - Mobile Marketing and Media Convergence. Main Text/s and any supplementary readings: Main Textbook: Chaffey D., Ellis-Chadwick F. (2012), Digital Marketing: Strategy, Implementation and Practice, 5th Edition, Pearson. Supplementary Reading: Roberts, M. L. (2013). Internet marketing: integrating online and offline strategies. McGraw-Hill/Irwin. Ryan, D., Jones, C. (2009). Understanding digital marketing. |
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| RULES/CONDITIONS | In TAKING THIS UNIT YOU CANNOT TAKE MRK2501 | ||||||||
| STUDY-UNIT TYPE | Lecture and Workshop | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Daniela Castillo |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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