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E-Marketing *

Name of module: E-Marketing *

Exam number: 6260

Semester/Trimester: Semester

Duration of the module: Ein Semester

Form of the module (i.e. obligatory, elective course): Wahlpflicht

Frequency of module offer: Winter semester 2010/2011

Prerequisites: An understanding of marketing: have undertaken at least a module in “Principles of Marketing”. The student’s timetable allows the space for attendance and full participation in the Module.

Applicability of module for other modules and study programmes:
Verwendbar als G-Modul. Serviceveranstaltung für Masterstudierende der Kultur- bzw. Rechtswissenschaften.

Person responsible for module: Michael C. Pedley MBA MCIM (Manchester)

Name of the professor: Michael C. Pedley MBA MCIM (Manchester)

Language of teaching: Englisch

ECTS-Credits (based on the workload): 7 (T-Modul); 5 (G-Modul)

Workload and its composition (self-study, contact time):
T-Modul: Kontaktzeit (Vorlesung, Übung, Seminar etc.) 60 Std.; Selbststudium: 150 Std. / G-Modul: Kontaktzeit (Vorlesung, Übung, Seminar etc.) 37,5 Std.; Selbststudium: 112,5 Std.

Contact hours (per week in semester): 3+1

Methods and duration of examination:
It is possible to earn a course requirement. Performance will be evaluated according to the following criteria:
- Attendance is mandatory and a prerequisite for passing the course.
- Team presentation (30%) and Final written exam (70%) (T-Modul (7 ECTS-Credits)) or,
- Final written exam (100%) (G-Modul (5 ECTS-Credits)).
To pass the module a minimum of 50% of the achievable exam points must be gained.

Emphasis of the grade for the final grade: 2/29 (T-Modul); 1/29 (G-Modul)

Aim of the module (expected learning outcomes and competencies to be acquired):
- Investigate the motivation behind a consumer’s use of e-business and the effect on consumer behaviour when compared to traditional models.
- Analyse and understand how the Internet has influenced commerce.
- Analyse the opportunities and threats of technology on e-business.
- Investigate what legal issues are relevant in e-business.
- Identify marketing strategies used in e-business
- Identify the importance and difficulties of customer service in ebusiness.
- Describe the importance of distribution systems used in e-business
- Understand the difficulties of providing customer service while taking the opportunity of building long term customer relations.
- How will e-businesses maintain a competitive advantage?

Contents of the module:
This course is a comprehensive examination and introduction to e-commerce and the implications for marketing. It covers the skills and knowledge required to develop and implement e-commerce marketing strategies for businesses intending to conduct transactions in an online environment.
The internet and linked technologies have created innovative ways not only to provide new distribution channels but also to increase customer value and involvement. Web sites are launched and maintained to develop marketing communication and customer support. Mobile phones and other personal devices allow more intimate and direct communication. Consumers now need to be studied as to both their offline and online behaviour.
Social networking (eg. Facebook, LinkedIn, Twitter) has provided platforms to develop direct one to one marketing opportunities. While blogs, and online communities (eg YouTube, Second Life), have given consumers “a voice”. Marketeers cannot ignore and need to learn how to use these “citizen journalists” to develop products, increase market share, while improving communications and customer loyalty. This connection is global and control of target segments is vital.

Teaching and learning methods:
The module will meet the learning objectives through lectures, discussions, individual and group presentations, case studies/workshops, videos and possible professional practitioner involvement, thereby providing understanding of the current strategies and development in E-Marketing. It is important to note that there will be a need to prepare and review material for lectures.

Literature (compulsory reading, recommended literature):
A separate reading list to include pre-course reading and module text books will be supplied. Relevant articles, background material, and applicable websites on current E-Marketing issues will be given throughout the course. The lecture slides, discussion and material supplied with them are key learning tools.

Further information:
Registration in Moodle required.