Course Resources Archive

Interactive Communications provides new challenges for Marketing since they turn communication into interactive dialogue. Social media includes web-based and mobile technologies such as: emails, Internet forums, weblogs, blogs, wikis, podcasts, videos, social networking sites, content communities, and virtual game & social worlds. Underpinning social media is database technology. Database marketing is a form of direct marketing using databases of current & potential customers to generate personalized communications in order to promote a product or service

This module will build on the principles and foundations of e-marketing introduced in Level 2. It will review innovations in electronic marketing and is concerned with the evaluation of multimedia and social applications for marketing strategy. The marketing effectiveness of such approaches will be evaluated.

A student passing this module should be able to:

1. Evaluate the role and implications of digital innovations within virtual environments.
2. Apply theoretical frameworks to understand the importance of social media and online social environments to marketing planning, and strategy development.
3. Appreciate the marketing implications of the design and use of avatars in Marketing.
4. Analyse the importance of social media strategies, and what is involved in their design, execution, and evaluation.
5. Outline methods for data mining and database utilisation to improve marketing efficiency.
6. Evaluate the advantages and limitations of virtual worlds, interactive   graphics, animations and social media.

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