Web Design & Development BSc (Hons)

Module LI0524 - New Media Marketing

(20.00 Credits)

SYNOPSIS OF MODULE
This module is designed to develop the students' knowledge and understanding of marketing concepts and techniques in the modern information and communication environment. The student will critically analyse the macro-environment in order to forecast trends; audit the micro-environment and identify functional information flows and be able to segment and target appropriate markets effectively. Creative communications and new media concepts will be investigated and evaluated in order to identify best practices, in addition to consideration of developments in modern marketing theory. The assessment is a marketing plan including the use of new media for a promotional campaign.


INDICATIVE READING LIST OR OTHER LEARNING RESOURCES
Recommendations for purchase by students
Molenaar, C. (2012) e-Marketing: Applications of information technology and the Internet within marketing. Routledge.
Chaffey, Dave. (2010) Internet marketing : strategy, implementation and practice. 4th ed. New York : Financial Times.
Jobber, D. (2010) Principles and Practices of Marketing. (6th ed) McGraw-Hill
Kotler, P. (2008) Principles of Marketing. (12th ed), Prentice Hall International
Books
Forrest, Edward. Internet marketing intelligence : research tools, techniques, and resources. New York ; London : McGraw-Hill.
McDonald, M. (2007) Marketing Plans. (6th ed) Butterworth and Heinemann
McDonald, M and Dunbar, I (2004) Market Segmentation (3rd ed) Macmillan
Rafi A. Mohammed. (2003) Internet marketing : building advantage in the networked economy. 2nd ed., International ed. Boston ; London : McGraw-Hill, 2003.
Roberts, Mary Lou. (2003) Internet marketing : integrating online and offline strategies. Boston, Mass. ; London : McGraw-Hill Irwin, 2003.
Rowley, J (2006) Information Marketing. (2nd ed) Ashgate
Siegel, Carolyn F. (2006) Internet marketing : foundations & applications. 2nd ed. Boston, MA : Houghton Mifflin Co, 2
West, C (1998) Marketing Research. Butterworth Heinemann
Wilson, R.M.S. (2004) Strategic Marketing Management. ( 3rd ed) Butterworth and Heinemann
Journal Articles


Journals and Newspapers Titles


Databases and Websites



OUTLINE SYLLABUS
1. The Marketing Concept: Acknowledges that the customer forms the starting point for all business strategy, and is a fundamental part of all business activities. Considers strategic analysis, and competitors.
2. Customer Behaviour: Considers how customers behave in a marketing context, the roles they adopt, the buying/consumption process, and influences upon customer behaviour.
3. Market Segmentation and Targeting: The benefits of segmentation are considered, including methods of segmentation and market research.
4. Management of user behaviour via facebook.
5. Evaluating internet techniques to communicate effectively (for example twitter and how this is used to communicate and manage PR communication).
6. Marketing Mix: This will consider the key variables in a marketing programme – product, price, place and promotion.
7. Marketing Trends: Consideration of current marketing issues, such as relationship marketing, societal marketing and societal marketing, in the context of a changing business environment.
8. New Media Technologies: Explore, access and evaluate new technologies that support marketing and brand placement.



AIMS OF MODULE
To develop awareness and understanding of marketing concepts, channels and strategies. Students will understand customer behaviours within different markets, utilise marketing techniques in different environments, use new mass media communicators with business marketing and investigate the development of marketing in the modern world.


LEARNING OUTCOMES
Completing this module students will be able to:

1. Research and plan marketing strategies.
2. Critically analyse the macro/micro environments in order to facilitate planning and decision making.
3. Apply segmentation and target appropriate markets.
4. Apply new marketing strategies within the digital environment.
5. Evaluate current developments in marketing.



PRE-REQUISITES
None


CO-REQUISITES
None


DISTANCE LEARNING DELIVERY
N/A


LEARNING AND TEACHING STRATEGY
A combination of strategies will be applied in the teaching of this module: it will include predominantly lectures, seminars and formative assessment but there will also be opportunities for project work, directed and independent learning. IT in teaching and learning is an integral part of this.


ASSESSMENT AND FEEDBACK STRATEGY
a Formative assessment and rationale for tasks

Group discussions on marketing issues in a range of seminars. Peer assisted learning to develop essay topic.

b. Feedback strategy

One-to-one discussion and written feedback through email. Discussion, face-to-face, in seminars and workshops, and via email.

c. Summative Assessment

Essay which analyses the use of digital technologies in a company/organisation with regard to a marketing strategy.



IMPLICATIONS FOR CHOICE
None

 Back to Previous Page   |   Advanced Course Search   |   Browse All Courses

Northumbria University has taken reasonable care to ensure that the information published is accurate at the time of publication. However, the University gives no warranty or representation as to the quality, accuracy or completeness of the information.