2012/13 Taught Postgraduate Module Catalogue

LUBS5445M Internet Marketing

15 creditsClass Size: 200

Module manager: Dr Caterina Presi
Email: cp@lubs.leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2012/13

This module is not approved as an Elective

Objectives

The module aims to provide students with a theoretical and practical understanding of internet marketing and an appreciation of how the internet differs from traditional media.

Students will receive knowledge relating to both the marketing relevant social dimensions of the internet as well as the creation and management of (retail-based) web sites as part of an organisation internet marketing strategy.


On completion of this module, students will be able to:

(1) Exhibit a critical appreciation of the key academic literature to date within the field of Internet Marketing and electronic commerce;
(2) Demonstrate an understanding of the social and consumer cultural forces enabled by the internet and how they are impacting business.
(3) Demonstrate an understanding of how to exploit Internet Marketing and e-commerce in an organization through well constructed and measurable Internet Marketing plans;
(4) Become familiar with key online research methods.

Learning outcomes
- Able to understand the dynamics behind the growth of the internet and possible constraints to growth;
- Able to understand issues of consumer culture, creativity and power emerging from social aspects of the internet and its relevance for business practice;
- Able to evaluate and recommend strategies and tactics in relation to internet marketing activities of an organisation;
- Able to critically evaluate existing academic literature in Internet Marketing and understand how this links to innovative internet marketing practice.
- Become more aware of the implications of own social media use.

Skills outcomes
- Development of skills in researching and evaluating the digital environment faced by businesses
- Development of skills in assessing the appropriateness of different internet marketing strategies and tactics
- Development of skills in linking academic literature to business practice
- Development of social media literacy skills.

Syllabus

1. Introduction to Internet Marketing
2. Traffic generation
3. Online communities and PR
4. Situation analysis
5. Understanding the web interface
6. E-CRM
7. Strategic decisions and objectives setting
8. Visual consumption and sociality online
9. Online communities and co-production
10. Online research methods.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

Students will need to spend time reading relevant textbook chapters and additional journal articles for each topic. They are also required to come prepared to the seminars which involve conducting web site analysis prior to the class or considering case study material to be discussed at the seminars.

Students will also be expected, given the dynamic nature of the subject area, to keep up to date with current business practice through practitioner literature.

Students will also need to spend time preparing their presentations and the exam.

Opportunities for Formative Feedback

The lectures are structured to include short activities to test students' understanding of the new concepts. Questions & answer sessions are also included to offer opportunities for clarification.

The seminars provide a more extensive venue for practicing and consolidating the concepts learned in the lectures.

The focus is on practical activities carried out in small groups. The tutor offers feedback on the group answers; common problems and issues are discussed with the wider class. The cluster workshops are designed to help the students develop their abilities to effectively access sources of data and conduct analysis on real web sites.

A practice MCQs will also be available on the VLE (with answers) later on in the course for students to acquaint themselves with this format of assessment and check their knowledge of the material.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Presentation	Group 15 minutes	30.00
Total percentage (Assessment Coursework)		30.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	2 hr	70.00
Total percentage (Assessment Exams)		70.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 10/09/2013

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