E Marketing MK 340
E Marketing
MK 340
- Course Outline -
Objective
This course provides an overview of the rapidly changing world of marketing
communications in the 21st century. It builds on marketing principles as well
as investigating specialist areas of marketing. The Internet and other
technologies provide many opportunities for marketing applications. By
addressing what is unique about electronic marketing, the course explores
how these technologies are creating value for customers as well as benefits
for companies and their brands.
Lecturer
Name
Office
Ext
E-mail
Dr.
Natasha
Evers
Room 305
Cairnes
School
2788
natasha.evers@nuigalway.ie
Day
Time
Venue
Monday
11am-1pm
LH1
Lecture
Times
Overall
Learning
Outcomes
Format
Programme(s)
IT125
D’arcy Thompson (Arts
Millennium)
Upon completion of this course, students will have achieved the following:
Tuesday
11am-1pm
Knowledge based outcomes:
 A comprehensive understanding of E Marketing in theory and practice.
 Be cognisant of the recent developments and their origins in online
marketing practice
 Express the role and function of E marketing in Strategic marketing plans
 Acquire an in-depth knowledge of the tools and
techniques in E Marketing Planning
 Be cognisant of challenges faced, and techniques employed, in designing
E Marketing strategies
 Have the essential knowledge and skills relating to online marketing
research
 An opportunity to build upon course material for dissertation purposes.
This course comprises two x 1hour lectures across 12 weeks (Semester I)
BComm
The final grade will be calculated as follows:
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40% Learning Journal
60%
Final Exam
Assessment
Learning Journal : 40%
As part of this subject you are required to complete an individual Learning
Journal. This journal begins on 22nd September, 2008 and finishes 18th
Dr. N. Evers | E Marketing | MK
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E Marketing MK 340
November, 2008. Deadline for submission is Monday, 24th November by 5pm
to the Marketing Department. It is worth 40% of the total marks for the subject.
A full and completed Learning Journal is required if you are to be credited with
the terms marks. Late submissions are subject to a penalty of 20%.
Your learning journal is to contain the following:
Responses to specific questions provided at your lectures at the end of
each topic.
Any relevant reflections on e-Marketing, examples that arise in the
national and local papers, areas of the subject that you enjoy; areas that
are difficult. Consider how issues discussed relate to your own
experiences.
Responses are also to demonstrate wider reading through references to
texts or other publications.
All entries to your journal log are to be typed and presented in a
professional manner, clearly showing your name, student id number,
subject matter and date. Formatting guidelines for submission will be
provided on Blackboard.
Written Examination: 60%
In this final two hour pre-Christmas exam, worth 60%, you will be asked to
answer three out of five questions. The questions will be a mixture of conceptual
issues and applied matters.
Workload
Candidates must pass the written examination to be awarded marks for
assignments/class participation.
Note: A minimum of 35% is required in the final written examination before
marks for continuous assessment can be included in the determination of the
overall mark for the subject.
Credit weighting:
5 ECT
Lecture hours:
24 (12wks x hrs)
Assignment work and independent study:
200
Examination:
Total Student Effort:
2
250 Hours
Required Reading:
Gay, R., Charlesworth, A. and Esen, R. (2007) Online Marketing.
University Press
Course
Readings
It is available from the University Bookshop, NUI Galway.
At this level, it is required that you read widely to acquire
a comprehensive knowledge of the subject.
Articles in business and marketing journals, such as the Journal of
Marketing Research and the Irish Marketing Review as well as
business supplements in the relevant national newspapers.
Date
Topic
Reading
Part 1 Fundamentals of the New Economy and New considerations for E marketing Strategy
September Course overview and Learning log Guidelines
8th
September Principles & Drivers of the New Marketing
9th
Economy
Dr. N. Evers | E Marketing | MK
Chapter 1
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Oxford
E Marketing MK 340
September Principles and drivers of the New Marketing
15th
Economy
Chapter 1
September Strategy and Models for the Virtual World
22nd
Chapter 2
September Strategy and Models for the Virtual World
23rd
Chapter 2
September Online Market Planning Issues
29th
Chapter 3
September Online Market Planning Issues
30th
Chapter 3
Part 2 Outcomes: You will be able to …
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Understand and explain the concepts and models of the E marketing environment
Understand how the internet and digital medial impact on the marketing function
Critically evaluate the TEN C framework for Internet Marketers
Assess and compare the key E business models for the modern economy and their main
revenue generating sources
Describe multi-channel marketing
Understand strategic planning led by customer demand
Evaluate the key stages, components and processes in developing an E marketing plan
Part 2: Online Market Research and Buyer Behaviour
October 6
Online Marketing Research
Chapter 4
October 7
Online buyer behaviour
Chapter 5
October 13 Search Engine Marketing
Chapter 6
Part 2 Outcomes: You will be able to …
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Use the internet as a cost effective tool for market research activity
Collect primary and secondary data online and compare it to offline data collection methods
Appreciate the importance of search engine marketing
Evaluate online buyer behaviour and implications on the marketing function
Understand how search engines work and how they differ from each other
Critically evaluate why marketing managers need to appreciate search engine optimisation
techniques
Part 3: Online Relationship Marketing and Web design
Readings
October 20
Permission and Personalisation
Chapter 7
October 21
Permission and Personalisation
Chapter 7
October 27
Bank Holiday
October 28
Website development, Design and Content
Dr. N. Evers | E Marketing | MK
Chapter 8
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E Marketing MK 340
Part 3 Outcomes: You will be able to …
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Understand the importance of online trust and relationships
Evaluate how mass customisation has evolved online
Understand and employ the principles and practice e-CRM
Identify the levels of ‘personalisation’ and their importance in online marketing
Understand the technology and legislation impacting upon these developments
Understand the process of web site design
Appreciate the importance of setting marketing objectives for web sites
Critically evaluate best practice in web site design
Part 4: Developing and designing the E Marketing Mix and
Legal Issues
Readings
November 3
Online Product
Chapter 9
November 4
Pricing issues on web
Chapter 10
November 10
Online Communication
tools
Chapter 11
November 11
Online Communication
tools
Chapter 11
November 17
Online distribution and
Management
Chapter 12
November 18
Online legal issues
Chapter 13
Part 4 Outcomes: You will be able to …
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Understand and apply the elements of the marketing mix to an online medium
Recognise the key issues in online branding
Comprehend how the internet has provided consumers and firms with greater power in
the buying process
Evaluate how pricing models are being applied and their implications for eMarketing
Recognise the role of the internet in the market communication process
Understand the internet as a medium for advertising
Describe the impact of eCommerce on the place element in the marketing mix
Identify and understand the importance of legal issues in the E Marketing function
Course Review
November 24
Case Study
November 25
Course Review and Exam
preparation
Dr. N. Evers | E Marketing | MK
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