This course explores strategic marketing issues related to the use of e-commerce solutions for business-to-business (B2B) and business to consumer (B2C) transactions. Specific topics include the characteristics and behaviour of the online consumer, the characteristics of the business buyer, internet marketing strategies for B2B and B2C channels, developing internet marketing plans for B2B and B2C channels, and the management and control of marketing channels, marketing communication and pricing in online contexts.

Upon successful completion of the requirements for this course, students will be able to:

1. explain the importance of e-marketing;
2. explain and illustrate the use of search engine marketing, online advertising and online marketing strategies;
3. explain the role of e-marketing plans as a component of corporate-level plans;
4. conduct secondary research using various sources to identify and synthesise data into useful management information;
5. recognise and write appropriate e-marketing objectives;
6. critically analyse planning options and offer constructive and practical alternative solutions;
7. formulate an integrated and comprehensive e-marketing plan;
8. describe in detail the implementation of an e-marketing plan, including the management of necessary internal organisational change; and,
9. communicate effectively about e-marketing in written and oral reports.

At least three contact hours per week

MKTG2004/1004/BUSN1004/2010 Marketing or INFS2004 e-Business

with BUSN2032 E-Marketing

Chaffey, Ellis-Chadwick, Johnston and Mayer (2006) Internet Marketing (3rd edition), Prentice Hall.  
Blog: http://www.davechaffey.com/Internet-Marketing/

For further information please refer to the Course Website