Le Internet and Direct Marketing

Internet and Direct Marketing

Module Code: MKT6B1

Academic Level: Level 3

Credit value: 20 / ECTS 8

Status: Elective

Formal Student Hours: Contact: 36 hours

Self-directed: 100 hours

Pre Requisites: Principles of Marketing

Module Leader: Nick Barnett

1. Rationale for Module

Internet and Direct marketing are continuing to grow. Direct Marketing has come to mean any marketing activity that is directly targeted to specific consumers with the intention of building a long lasting relationship between buyer and seller. Increasingly the strategic tool used to form and build this relationship is the database and the marketing channel being used as an integral method of marketing is the Internet. As business becomes increasingly competitive the strongest method for a company to achieve long term competitive advantage and profitability is through customer loyalty.

2. Aims

The aim is to identify a conceptual framework, which will build on the general principles of marketing taught at Level 2 and develop the principles of relationship marketing. It will focus on the developments in Internet and direct marketing theory and practice and encourage students to think critically and import some current research ideas into their work.

3. Learning Outcomes

• Understand how marketing concepts and processes apply to Internet and direct marketing

• Critically analyse the strategic issues in direct marketing

• Demonstrate comprehension through critical interpretation and evaluation of the strategic issues in internet marketing

• Evaluate customer behaviour and links to Internet and direct marketing techniques

4. Core Skills Content

Build on the skills already taught during Levels 1 and 2 and provide students with the skills required for operation within any company with a marketing focus using Internet and direct marketing techniques. It is intended that the modules learning strategy will help students develop the following skills:

• The ability to analyse business problems and to generate and evaluate logical solutions

• Decision making skills – an ability to present and defend strategic recommendations

• Presentation skills – an ability to present ideas, both orally and in a written form

• Team participation and group management skills

• Ethical skills

• Personal Responsibility – the student will be encouraged to work with minimum supervision

• Research techniques will be reinforced and encouraged through the assignment programme

5 Teaching/Learning Strategy

The teaching and learning strategy of this module is action-based learning and the assignment work is reflective of the learning strategy. The module sessions will incorporate a variety of methods. The academic themes and knowledge base of the subject areas with the concepts and management practices will be presented in a lecture format. Seminar time will be devoted to analysing and critically interpreting theoretical material. Practical applications through the use of case studies and supporting workshops will be actively encouraged.

6 Assessment Qualification

A key component of the learning process will be additional reading and private study to be carried out between taught sessions. Seminars and lectures will assume that this study has been completed.

ASSESSMENT WEIGHTING TYPE LEARNING OUTCOMES

1. Individual

Research Paper Report Total 50% Summative A15, A16, A18, A20, B12, B13, B18

2. Group

Presentation & Report Total 50%

Summative A15, A16, A18, B13, B15, B19, C15, D9, D20, D27, D29, E13

7 Feedback

Feedback is essential for each stage of the assessment process. The lecturer will provide written feedback on all submitted pieces of assessment.

8 Rules

Coursework

• Failure to complete coursework without a legitimate reason will result in a zero mark.

• Late submission results in a zero mark, unless mitigating circumstances are provided.

• Original medical certificates should be handed to the Registry at the earliest opportunity.

• Having a medical certificate that covers an assignment deadline does not exempt a student from the assignment. They will need to complete it at a date agreed with the tutor.

Attendance

Attendance will be taken at the beginning of each session. In order to qualify to be assessed therefore, students must achieve an 80% attendance record at sessions held after the first week. Students may start Parts I and II of the coursework from the beginning of the Semester but those whose attendance record proves unsatisfactory will not be allowed to complete Part II and therefore will be unable to receive a coursework mark. At each weekly session, students will be required to submit a short piece of work detailed at the previous session.

9 Course program

The following provides an overview of the topic to be covered in each weekly class:

Week 1 and 2 Introduction to Internet and Direct Marketing

Week 3 and 4 The Internet micro and macro

Week

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