Course Resources Archive

This module explores the role of digital electronic methods in marketing strategy and how new technologies can be embraced for marketing purposes. It also focuses on the use and value of multimedia and the Internet as vehicles for the generation and distribution of ideas, goods and services in the business world. It concentrates on the design and evaluation of multimedia applications from a marketing perspective.

This module will build on the foundations of Marketing and understanding the Internet introduced in Level 1. It will review current practice in electronic marketing and is concerned with the design and evaluation of multimedia applications for marketing strategy. An understanding of marketing effectiveness of web based marketing approaches will be developed and evaluated.

A student passing this module should be able to:

1. Evaluate the role and implications of digital methods within marketing.
2. Evaluate examples of contemporary electronic marketing methods such as microsites and banner ads and compare them to conventional approaches.
3. Appreciate the marketing implications of the design and application of multimedia/Web based products.
4. Outline multimedia/web e-marketing products and evaluate them from a marketing perspective.
5. Evaluate the advantages and limitations of different approaches to Web based marketing including text and information based pages, virtual worlds, interactive graphics and animation
6. Evaluate the impact of web based innovations on marketing and consumer behavior.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.