Study-Unit Description

Study-Unit Description


CODE MRK5810

 
TITLE e-Marketing

 
LEVEL 05 - Postgraduate Modular Diploma or Degree Course

 
ECTS CREDITS 5

 
DEPARTMENT Marketing

 
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

 
STUDY-UNIT TYPE Lecture

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

 
LECTURER/S

 
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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 study-unit description above applies to the academic year 2019/0, if study-unit is available during this academic year, and may be subject to change in subsequent years.

https://www.um.edu.mt/course/studyunit