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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

e-Business & Digital Marketing Strategy Module

e-Business Environment

The indicative syllabus of this module is outlined in the units below:

  • Information Economics.
  • Public Policy.
  • Legal & ethical issues.
  • Privacy.
  • Data protection.
  • Intellectual Property.
  • Online content & media.

 e-Business Models and Strategies

  • Internet Business Models.
  • Foundations and infrastructure for e-Business.
  • Strategic use of IT & business transformation.
  • Globalisation/strategic alliances/mergers.
  • Evaluation of an e-business model.

 e-Business Applications

  • The Internet, Intranets, Extranets.
  • e-Procurement.
  • Virtual Communities and Supply Chain Management.

Digital Marketing

  • Digital and interactive media and marketing.
  • Online versus offline buyer behaviour.
  • Targeting Markets and online branding.
  • Traffic building tools and strategies.
  • Strategic digital marketing planning.

Web Analytics & Conversion    Rate Optimisation

  • Identifying goals and KPIs.
  • Analysing website performance.
  • Social Media Performance, CRO, Usability, Customer Experience Management.

Online Publishing and Collaboration

  • Online activism.
  • Citizen journalism and crowd sourcing.

 m-Commerce

  • Supporting technologies.
  • Drivers of m-Commerce.
  • Mobile and ubiquitous computing.
  • Computing, m-Commerce applications application and opportunities.

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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