| CODE | MRK3202 | |||||||||
| TITLE | Direct Marketing and Electronic Commerce | |||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | Objectives This study-unit gives a thorough overview of interactive direct marketing in an increasingly online world. Interactivity is changing the way organisations choose to communicate with target audiences and is also changing the way audiences choose to interact with brands. The study-unit emphasises the complexity of marketing communications, considers the strategic, tactical and operational aspects and above all considers marketing communication from a contextual perspective, that is the way audiences frame and interpret marketing messages. It will identify key theories and business models with examples and case studies. It will also give some insight into the technical aspects of the internet and the World Wide Web. Finally it also explains how a direct marketing approach is used to build customer relationships. Content - The key theories and concepts associated with marketing communications. - Internet business models. Traditional models – Newly developed models - Understanding and appreciating the variety of ways in which organisations use marketing communications. - Online marketing strategies - The right creative strategy can mean the difference between success and failure in a direct or interactive marketing program. - Customer acquisition and retention – Building Customer relationships - The internet and www technologies - Electronic commerce – Online payments Reading List Core Textbook: - Sargent, A., & West, D. C. (2001), Direct and Interactive Marketing, New York: Oxford University Press Inc. - Whiteley, D. (2000), e-Commerce – Strategy, Technologies and Applications, London: McGraw Hill Companies. Additional Reading: For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Mark Casha |
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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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