• The Internet –– opportunity and threat
  • Internet Marketing

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    Module Guide


    Internet Marketing

    Module Leader: Marcus Hanwell




    Contact Details



    Introduction to the module



    Learning Outcomes









    Learning Resources



    Module Definition Form


    1. Contact Details
    Contact details of the Module Leader/Module Tutors and, where appropriate, other key staff
    Module Leader
    Marcus Hanwell

    Room Cos 209-A, Cambridge

    Module Tutor
    Philip Robinson

    Room Cos 301, Cambridge

    Programme Administrator:
    Linda Lawrence

    Room Faculty Office, Room Cos009

    Building Coslett



    2. Introduction to the module
    Key words

    Marketing, Internet Marketing, E-Commerce

    Welcome to the elective - Internet Marketing.
    E-commerce is perhaps the most exciting development in business-to-business marketing (b2b), and consumer marketing (b2c), in the last 50 years. In only 5 years the amount of business transacted electronically has developed from minimal to a significant part of transactions – particularly in books, software, music and travel. Given this rate of growth, the future development promises to be even more dramatic and an essential tool without which businesses will wither.
    This module deals with both the Marketing aspects of e-commerce (such as communications, differentiation, delivery strategy) and the information technology aspects (website creation, performance monitoring). Students will be expected to develop a marketing strategy using the internet and a prototype website as the assessment for the module.
    The Internet –– opportunity and threat

    The Internet represents a tremendous opportunity. For customers, it gives a much wider choice of products, services and prices from different suppliers and the means to select and purchase items more readily. For organisations marketing these products and services it gives the opportunity to expand into new markets, offer new services and to compete on a more equal footing with larger businesses. For those working within these organisations it gives the opportunity to develop new skills and to use the Internet to improve the competitiveness of a company.

    At the same time, the Internet gives rise to many threats to organisations. For example, start-up companies such as Amazon (books) (www.amazon.com), Expedia (travel) (www.expedia.com), AutoByTel (cars) (www.autobytel.com) and CDNow! (CDs) (www.cdnow.com) have captured a significant part of their market and struck fear into the existing players in the market. Indeed the phrase ‘‘Amazoning a market sector’’ has become a commonly used expression amongst marketers.

    The Internet –– how to react?

    With the success stories of companies capturing market share together with the rapidly increasing adoption of the Internet by consumers and business buyers has come a fast growing realisation that all organisations must have an effective Internet presence to prosper, or possibly even survive! But, it can also raise some serious commercial questions:

    How is an effective Internet presence achieved in a medium that is alien to most companies? Are existing marketing concepts, theories and models still valid? What is the effect on channel and market structures? How should the Internet be used to support existing business and marketing strategies? How should the web site be structured and designed? How should the site be promoted online and offline? How can the Internet be used to communicate with customers and build loyalty? How can we assess whether we are achieving these objectives?

    The aim of this module is to answer this type of question, so that graduates entering employment and practitioners can help the companies they work for compete successfully using this digital medium in conjunction with existing media.

    The Internet –– skills required?

    To help develop the knowledge and skills for marketers to be able to use the Internet effectively, this module has been created to fulfil the following needs:

    To understand the extent to which the Internet changes existing marketing models, and whether new models and strategies can be applied to exploit the medium effectively.

    Marketing practitioners will need practical Internet marketing skills to market their products effectively. Knowledge of the new jargon such as ‘‘portal’’, ‘‘clickthrough’’, ‘‘cookie’’, ‘‘hits’’, ‘‘page impressions’’, ‘‘digital certificate’’ and effective methods of site design and promotion will be necessary either for direct ‘‘hands-on’’ development of a site or to enable communication with other staff or suppliers who are implementing and maintaining the site.

    Given the rapidly changing market characteristics and best practices of Internet marketing, web based information sources are needed to regularly update knowledge. We will use the workshop sessions to review web sites to evaluate the practical implications of the theoretical content of the lectures.

    This module assumes some existing knowledge of marketing in the student, perhaps developed through experience or by studying introductory modules in marketing fundamentals, marketing communications or buyer behaviour.

    3. Learning Outcomes
    The aim of this module is to provide relevant underpinning knowledge required for you to:

    1. Understand the role of the internet in establishing and maintaining different forms of competitive advantage within a range of key business sectors

    1. Compare, contrast and distinguish critically between traditional marketing communications methods and digital applications such as the internet, e-commerce, and EDI (Electronic Data Interchange)

    1. Propose strategic approaches that businesses can use to exploit the internet and compile a typical internet / e-commerce marketing plan

    1. Construct a corporate website suitable for use in e-commerce applications, with reference to objective definition, graphic design, best practice construction techniques, promotion and maintenance of the site.

    4. Delivery

    The structure and contents of this module

    The module is divided into two parts which covers how the Internet is used for marketing by organisations to help achieve competitive advantage in part one and how to create a website in part two.

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