Module Catalogues

e-Marketing: Strategies and Techniques

Module Title e-Marketing: Strategies and Techniques
Module Level Level 2
Module Credits 5.00
Academic Year 2021/22
Semester SEM2

Aims and Fit of Module

1.To introduce the student to the theories, principles and practice of marketing in a virtual environment.
2.To impart the knowledge of doing research and marketing online.

Learning outcomes

A. Demonstrate comprehension and application of the theories, principles and practices of marketing in a virtual environment.
B. Be able to plan an e-marketing strategy.
C. Be able to research methodically and effectively recent developments in the field of e-business, and use and present the results persuasively in order to make a business case for change.
D. Demonstrate the practical skills (e.g. group work, oral and written communication) to facilitate interventions in decision-making situations.

Method of teaching and learning

The key themes in the module are introduced in lectures, and followed up in seminars.
These will be supported by identified chapters from texts in addition to selected readings provided with the lecture notes.
Discussions on the application of these theories are followed up in the tutorials.
Students are also expected to undertake follow-up through independent research that evaluates the themes.