E-Marketing
Optional module – Route A
10 credits
This module provides an integrated and critical overview of key concepts and techniques associated with ‘Marketing and consumer behaviour online’. It is not assumed that students have prior academic and/or applied grounding in marketing, and marketing issues related to the e-business environment (if necessary, background reading and materials will be provided).
In this module we put emphasis on the fact that an online environment marketing strategy is, or is becoming, increasingly critical for most organisations. However, the integration of marketing within the e-business technological platform and interface tends not to be given enough attention in organisations. Marketing managers need to be conversant and confident with the dynamics of online consumer behaviour and the current limitations of this new channel environment, but without neglecting the basis of consumer behaviour.
