Internet Marketing

• 
  Introduction to Internet Marketing
  
• 
  Key Internet Marketing concepts
  
• 
  Development of a knowledge of the practical aspects
  
• 
  Finding information on the internet
  

Key elements of strategy

• 
  Setting the Marketing Communications mix
  
• 
  Integrating the Internet Strategy
  
• 
  Alternative strategy approaches
  

Internet Marketing – Implementation and Practice

• 
  Creating and building the website
  
• 
  Maintaining and managing the website and measuring Internet marketing effectiveness
  
• 
  Website promotion
  
• 
  Direct marketing techniques
  
• 
  Services marketing
  
• 
  Electronic commerce transactions
  
• 
  Business-to-consumer marketing – B2C
  

Chaffey, D. (2009) Internet marketing strategy, implementation and practice (4^th Edition) Harlow:Prentice Hall.

Chaffey, D. (2009) E-Business and E-Commerce Management(4^th Edition) Harlow:Prentice Hall

O'Connor, J. and Galvin, E. (2001) Marketing in the Digital Age (2nd Edition) London: FT/Prentice Hall

Bickerton, P. and Bickerton, M. (1998) Cyberstrategy, Oxford: CIM/Butterworth and Heinemann.

Stroud, D. (1998) Internet Strategies: a corporate guide to exploiting the InternetLondon: Macmillan Business

De Kare-Silver, M. (2001) E-Shock: the new rules (2^nd edition) AMACOM

Hanson, W.A. (1999) Principles of Internet marketing, Thompson.

Sheth, J. N, and Eshgi, A. (2000) Internet Marketing, London: Harcourt.

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

2. 
   Compare, contrast and distinguish critically between traditional marketing communications methods and digital applications such as the internet, e-commerce, and EDI (Electronic Data Interchange)
   
3. 
   Propose strategic approaches that businesses can use to exploit the internet and compile a typical internet / e-commerce marketing plan
   
4. 
   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.