Course Information Undergraduate prospectus

Internet Marketing

Course summary

Course code: MARK1233
Level: 6
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Matthew Housden

Specification

Aims

The course aims to
• develop a strategic understanding of web design and usability and online experience and the strategic use of website to achieve a variety of business goals in a variety of business contexts
• develop a critical appreciation of user-centred design, usability, information visualization, and concepts of interactive design and web design ad to inform critically evaluate design through a variety of online tools and data
• Recognize the common considerations for navigation, presentation, writing, and interaction.
• Define and use important testing, research and evaluation methods
• develop an approach to building and monitoring traffic to the website using a range of strategies that are consistent within the brand proposition

Learning outcomes

On successful completion of this course a student will be able to:

1 Critically evaluate the usability, user experience and design of websites in a range of contexts
2 Evaluate and apply use a range of templated tools to build a website in an area of interest that is compliant with web standards and accessibility legislation
3 Assess and apply a range of tools to drive traffic to the site, including SEO and Adwords
4 Evaluate and apply strategically analytics packages within a website design
5 To strategically position the website within an overall approach to business and marketing strategy and critically evaluate a website from a brand perspective
6 To apply a strategic perspective to make appropriate recommendations for the future development of the site

Indicative content

• An overview of the business value of Internet Marketing and how it can be leveraged to achieve acquisition, conversion and retention of online customers.
• Approaches to copywriting and visual design
• Examine the broad array of interactive marketing strategies including search marketing, display advertising, email marketing, website optimization, social media, mobile marketing, online analytics, and other online methods used to achieve business goals.
• Advantages, challenges, and key differences between internet and traditional marketing
• An overview of methods, technologies and strategies for improving the performance of websites and other online properties.
• Content strategies and increased online engagement to yield positive returns.
• Conversion rate optimisation A/B and multivariate testing, audience segmentation and experience personalization via content targeting and recommendations.
• Search engine marketing Design for SEO and AdWords development
• Integration of social strategies
• Online analytics and measurement principles for understanding customers and the performance of websites,
• Ecommerce, profitability and the metrics critical to achieving successful campaigns.
• The measurement and interpretation of data, developing analysis and effective reporting, process and key performance indicators.
• Application of W3C standards and accessibility legislation

Assessment

Group Work - 30% weighting, 40% pass mark, learning outcomes 1-6. Outline Details - Using one of a range of templated tools for a business or for an area of interest, build a website that demonstrates your appreciation of visual design, copy writing navigation, user experience and monitoring and tracking tools. Outline how would you drive traffic to the site. 15 web pages, 1000 words.

Formative Assessment - Interim class presentations.

Individual Reflection - 70% weighting, 40% pass mark, learning outcomes 5 & 6. Outline Details - For the website you have built critically reflect on the process. What are its strengths? How could the site be improved. How might the site develop in the future. 1000 words.

Formative Assessment - Draft submissions.