| CODE | MRK1206 | |||||||||
| TITLE | Direct Marketing and e-Commerce Sales | |||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 3 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | This study-unit introduces the participants to the importance of direct marketing and explains how a direct marketing approach could be used to build customer relationships. It discusses how direct marketing works in practice and the ethical problems involved. The participants are also introduced to the e-commerce technologies. Business use of e-Commerce is examined in the context of the value chain and competitive advantage systems. Approaches to developing a business strategy for e-Commerce is discussed. Study-unit Aims: The primary objective in this study-unit is to help the participant understand how to create stakeholder value by creating an internet presence. The participant will be able to analyze and describe e-marketing strategies for segmenting, targeting and positioning. The participant will be able to use the marketing mix functions and implement customer relationship strategies as part of the overall e-marketing strategy. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will understand how to: 1. Identify core online marketing strategies and their commercial challenges. 2. Make strategic decisions and set KPIs for your online marketing activity. 3. Make informed decisions on your search engine marketing strategy. 4. Create a comprehensive brief/checklist for your SEO and PPC staff or agency. 5. Better understand affiliate marketing and the role of affiliate networks. 6. Effectively plan your email marketing campaigns. 7. Critique how to create stakeholder value by an Internet presence. 2. Skills: By the end of the study-unit the student will be able to: 1. Demonstrate both the intellectual/cognitive and research skills required for the development of Internet Marketing programmes. 2. Apply the analytical, creative, and organizational skills necessary to conduct internet marketing programmes. 3. Analyze recent studies e-marketing and examine how they can be applied to one's own business or employment. Main Text/s and any supplementary readings: Spiller, L. and Baier, M. (2012), Contemporary Direct & Interactive Marketing, Second Edition, New York: Oxford University Press. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | David Kenely |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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