Study-Unit Description

Study-Unit Description


TITLE e-Marketing

LEVEL 05 - Postgraduate Modular Diploma or Degree Course



DESCRIPTION The study-unit discusses Marketing within the context of digital technology. It focuses on the way customers are changing, and how new technologies are disrupting traditional relationships between organisations and their publics. It also focuses on the opportunities offered by this form of marketing, and takes a strategic view of the process involved in outlining a digital marketing strategy.

Study-unit Aims:

In addition to exposing students to this developing and growing field in Marketing, the study-unit will seek to provide students with a better understanding of the changing realities that Marketing practitioners will continue to the face.

The study-unit will help students to be in position to understand the important marketing parameters in this field; recognise areas which are developing and enable them to apply better digital marketing tools to the practical context.

Learning Outcomes:

1. Knowledge & Understanding:
By the end of the study-unit the student will be able to:

- Define the term of e-marketing;
- Use the terminology related to the subject of e-marketing;
- Present e-marketing strategies;
- Characterize the promotional actions on the Internet.

2. Skills:
By the end of the study-unit the student will be able to:

- Develop a digital marketing planning process;
- Appraise technology behind the Internet & the WWW;
- Formulate a strategy to develop the User Experience;
- Analyse a company's e-CRM strategy;
- Utilise the e-Marketing tools of Search Engine Optimisation, Pay-per-Click Advertising, Affiliate Marketing, E-Mail Marketing, and other tools;
- Apply the principles of Social Media;
- Evaluate the e-Marketing planning process.

Main Text/s and any supplementary readings:

- Chaffey D., Ellis-Chadwick F. (2012), Digital Marketing: Strategy, Implementation and Practice, 5th Edition, Pearson.
- Kaufman, I., & Horton, C. (2014). Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge.

ADDITIONAL NOTES Co-requisite Study-units: MRK5815


Assessment Component/s Assessment Due Resit Availability Weighting
Assignment SEM2 Yes 100%

LECTURER/S Daniela Castillo
Tanya Sammut Bonnici

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It should be noted that all the information in the description above applies to study-units available during the academic year 2020/1. It may be subject to change in subsequent years.