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2010/1 Module Catalogue
Module Provider: School of Management Short Name: MANM180
Level: M Module Co-ordinator: KOLSAKER AM Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)

Group presentation




Qualifying Condition(s)
Option module for students of MSc Marketing Management, MSc International Marketing Management, MSc International Business Management and MSc International Retail Management

Module Overview
ICT is changing the way companies interact with consumers and technologies continue to evolve and are exploited by marketers in new, creative ways. The module provides students with a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of ICT technology to marketing ( including databases, the web and mobile technologies). Theory is applied to the analysis of environmental conditions, markeplace trends, marketing tecnologies, progressive changes in online practice, current developments and future propects. Applied cases demonstrate how theory works in the real world, developing students' ability to link theory to practice.
Marketing Module
Module Aims

The module enables students to understand and appreciate:

  • The context and environmental changes influencing the development of technology-enabled marketing
  • Implications for tradiational philosphies and approaches 
  • The strategic concept of adding value to marketing through technology 
  • Consumer online behaviour 
  • Technology-enabled marketing research 
  • The online marketing mix 
  • Relationship technologies 
  • Online marketing implementation issues 
  • Transformation process from the traditional  physical economy to the 'cyber' marketing environment
Learning Outcomes

On successful completion of this module, the students will ahve demonstrated an ability to:

  • Define, analyse and apply theories and concepts of technology-enabled marketing 
  • Apply and evaluate theories of how consumer behaviour occurs online 
  • Research, analyse and draw salient conclusions concerning the ethics of data-mining, push/pull strategies and opt-in behaviour 
  • Demonstrate analysis and understanding of the issues involved in developing a marketing strategy for the web and the wireless web 
  • Critically evaluate current developments, the opportunities and challenages of marketing technologies and discuss their future propects
Module Content
  1. Technology-enabled marketing objectives and strategy
  2. Understanding online buyer behaviour and business development
  3. Planning & marketing research
  4. The online marketing mix
  5. Communications strategy: search engine optimisation, advertising, promotions and website design
  6. Relationship technologies and e-CRM
  7. Implementation issues: consumer concerns, risk, trust, legalities
  8. Emerging marketing technologies and future prospects
Methods of Teaching/Learning
Lectures, seminars and ULearn, the latter including a mixture of additional taching materials, online discussions, slides, case studies and self-assessed exercises.
Selected Texts/Journals
Core Text (provided by School):

Gay, R., Charlesworth, A. and Esen, R. (2007) Online Marketing: a customer-led approach, Oxford, Oxford University Press

Supplementry Reading:

Chaffey, D., Ellis-Chadwick, F., Johnston, K. and Meyer, R. (2006) Internet Marketing: Strategy, Implementation and Practice, Harlow, Pearson

Fletcher, R., Bell, J. and McNaughton, R. (2004) International E-Business Marketing, London, Thompson

Strauss, J., El-Ansary, A. and Frost, R. (2005) E-Marketing, New Jersey, Pearson

Krishnamurthy, S. (2006) Contemporary Research in e-Marketing, London, Idea


Numerous Marketing journals containing relevant articles are available via EBSCO and Science Direct including Journal of Marketing; European Journal of Marketing; Journal of Electronic Commerce often has articles on the subject. Students are advised that they should read widely and it is expected that academic journal articles will e cited extensively. All available via EBSCO
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