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eMarketing
| Type | Module | Entry requirements | HND | |
|---|---|---|---|---|
| Duration | 15 Weeks | SCQF level | 11 | |
| Level | Postgraduate | Credit value | N/A | |
| Module code | UN511924 | Qualification | ||
| Professional accreditation |
eMarketing is critical to business success online and extends beyond promotional techniques to the strategic core of a business or organisation’s presence online. This module will enable students to obtain a practical understanding of e-marketing and online business effectiveness.
Where and when?
| Location | When | What next? |
|---|---|---|
| Online | Mon 21 February 2011 | Enquiry | Book » |
About this module
What will you learn?
The module offers students the opportunity to gain knowledge of the key principles and current best practices of eMarketing. Using case studies, text, personal experiences of students and industry practitioners and real-life websites and marketing campaigns, students will develop the skills necessary to market the web presence or online channel of their business or organisation effectively.
Practical uses
The introductory part of the course looks at the principals of marketing for non-marketers, including the concept of the marketing mix. The module demands students consider different online business models, goals and success outcomes and how these will determine marketing strategy. Working with third parties and consultants is also explored.
The module introduces the concepts of customer behaviour and expectations online, then addresses the principals of site optimisation in terms of customer engagement, search engines and usability. Students will acquire the skills necessary to undertake an objective evaluation of a competitor sites (or sites).
The module then looks at customer acquisition and driving traffic to a website. Students are introduced to measuring the effectiveness of marketing activity in order to understand concepts such as the return on investment of marketing activity and the cost of customer acquisition. Students will learn how and when to use specific online communication tools.
The module explores customer retention activity, including the role of Customer Relationship Marketing and the dynamics of loyalty, retention, referral, advocacy. Students will learn approaches to monitoring customer satisfaction and prioritising ongoing improvements.
The course concludes with the development of a marketing plan for the student's business or a specified website.
Who will benefit from completing this course?
This module is relevant to a wide range of people, if you area business student, if you have your own business, or if you work in a public, private or third sector business that utilises the web then this module can help you take greater advantage of your web presence.
How much?
| Standard | £500 |
|---|
Related modules and programmes
This module is relevant to these sectors
- Creative Industries and Arts
- Tourism and Leisure
- Enterprise and Management
- Voluntary and Social Enterprise
What other people said
Just wanted to take this opportunity to thank you for a very engaging and informative course -- I've found it very useful Participant
I did really enjoy the course and it was great to see other peoples ideas and to get insight into how the marketing works. I would recommend this course to anyone who is in my position as it makes your think about your business and what it could and should be Particpant
I do hope that you know that I have really enjoyed the course and learned a lot Particpant
More information
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