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Parent Programme
Bachelor of Business (Honours) in International Business
MODULE NFQ
Level 8
MODULE CREDIT UNITS
ECTS: 5
MODULE TITLE
e-Business and Digital Marketing Strategy (Elective)
Reference Code: BB8 810
STAGE
Award
Spring Semester 2
12 Weeks Full-Time X 2.5 Hours per week
12 Weeks Part-Time X 1.5 Hours per week

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Demonstrate a comprehensive awareness of e-business applications, while evaluating the vital role they play in modern business practice.
LO 2
Critique real business cases and applications which employ e-business strategically to innovate and adapt to a rapidly changing environment.
LO 3
Evaluate the marketing opportunities provided by a variety of internet based communication tools such as email, social media and viral, mobile and location based marketing.
LO 4
Appraise the performance of a website through web measurement, user behaviour analysis and implementation of proven strategies aimed at increasing conversion rates.
LO 5
Evaluate the performance of a fictitious company engaged in e-business.

Assessment

MIMLOs
Assessment
Percentage
LO3, LO4, LO5
e-Business Project
60%
LO1, LO2
Final Examination
40%

Aims & Objectives

The aims of this module are to provide an insight into the impact of e-business and digital marketing on consumers and service providers and to develop the Learner’s skills in using the conceptual and analytical tools necessary for digital marketing campaign design and decision making.

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