Postgraduate Course: Interactive Marketing (CMSE11198)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | The main aim of this course is to investigate how Interactive Marketing can provide an invaluable resource for the marketer. It will examine such issues as how an online community can be established as a core part of an organisation¿s value proposition and how companies can utilise Interactive Marketing to attract and retain customers. It examines the implications of the ability to effortlessly cross national boundaries. It draws attention to the new role for the marketing manager; how Interactive Marketing needs to be managed and assessed. It considers how opportunities and trade-offs are evaluated in what is a rapidly developing new field. |
| Course description |
Not entered
|
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
|
Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites | None |
Course Delivery Information
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| Academic year 2014/15, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
147 )
|
| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
|
| Additional Information (Assessment) |
Individual assignment - 60%
Group assignment - 40% |
| Feedback |
Not entered |
| No Exam Information |
Learning Outcomes
Upon successful completion of this course, students will be able to:
Knowledge and Understanding
- Demonstrate an understanding of key issues involved in Interactive marketing, such as, designing effective websites search engine optimisation, data mining, developing and assessing online marketing plans.
- Analyse the impact of online vehicles such as search engines, social network and customer behaviour and bottom line profitability.
- Appreciate the role of data mining successful interactive marketing plans, critically discuss the main challenges involved in interactive marketing and analyse how to manage issues related to recommendation systems and paid search and domain names.
- Understand the nature of the interactive marketing, how it extends traditional Marketing channels and how it is applied in service and manufacturing firms to achieve a competitive advantage.
Key intellectual, practical and transferable skills
- Reflect on key concepts in interactive marketing and apply them to real life business contexts by developing effective marketing strategies to achieve competitive advantage.
- Utilise appropriate set of analytical frameworks, concepts and tools for critical thinking about interactive marketing and its related activities such as advertising and PR.
- Use a variety of information sources, including but not limited to, online information, teaching materials and academic journals.
- Develop further their postgraduate skills in terms of effective communication, excellent problem solving, critical thinking and interpersonal skills.
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Reading List
Recommended textbooks:
Chaston, I. (2001) e-Marketing Strategy, McGraw-Hill Publishing;
Wertime, K. and Fenwick, I. (2008) DigiMarketing: The Essential Guide to New Media; and Digital Marketing, John Wiley & Sons.
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Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Dahlia El-Manstrly
Tel: (0131 6)51 5321
Email: Dahlia.El-Manstrly@ed.ac.uk |
Course secretary | Ms Sarah Yaxley
Tel: (0131 6)50 3475
Email: Sarah.Yaxley@ed.ac.uk |
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