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BBA - International Business

Internet Marketing

Programme Objectives

The programme has the following aims:

  1. To enable the study of organisations, their management and the changing external and international contexts in which they operate.

  2. Equip individuals for and/or development of a career in international business and associated specialized areas in business development, marketing, finance and tourism management at a professional or equivalent level to assume managerial positions in the arena of international business.

  3. Development of the ability to apply knowledge and understanding of international business and management to complex issues, both systematically and creatively, to improve business and management practice.

  4. Enhancement of lifelong learning and personal development so as to be able to work with self-direction and originality and to contribute to business and society at large.

Benefits

On successful completion of the programme, participants will be able to:

  1. Demonstrate understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organizations operating in an increasingly global and competitive environment.
  2. Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers in an increasingly complex and dynamic environment.
  3. Exhibit a coherent body of knowledge on economic, ethical, environmental, legal, political, sociological and technological factors together with their effects at local, national and international levels upon the strategy, behaviour and management of organisations.
  4. Demonstrate command of a range of competencies relevant to cross-border management, including inter-cultural awareness and understanding.
  5. Acquire and use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  6. Demonstrate and apply critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.

Programme Content

Overview

This module aims to help students understand and implement internet marketing programs effectively. The focus is on using marketing levers to vary the level of intensity that the consumers has with the Website. In addition to build a relationship with the customers through the four stages: from awareness, to Exploration/ Expansion, to Commitment, and possibly through Dissolution.

It also focuses on the forces that the internet can bring to marketing: the individual and interactivity and ultimately to create intense relationship with customers.

Learning Outcomes

On completion of this module, students will be able to:

  • Implement effective internet marketing programmes
  • Integrate online and offline marketing campaigns
  • Apply internet marketing strategies and tactics in conducting business operations on the internet.

Syllabus

  1. Introduction to Internet Marketing
    • Marketing the Internet:
    • New Medium, New Channel and New Creation
    • The internet value Chain
    • Framing the Market Opportunity
    • Marketing Strategy
    • Marketing Strategy in Internet Marketing
  2. The Design of the Customer Experience
    • Understanding the internet customer
    • Awareness
    • Exploration/ expansion
    • Commitment
  3. The customer experience
    • Product and pricing
    • Communication
    • Community
    • Distribution
  4. The Design of the Marketing Programme
    • The Customer Interface
    • Customer relationships
    • Designing the market space matrix
  5. Customer Information System
    • Leveraging customer Information Through Internet
    • Technology
    • Managing Direct and On-line Marketing
    • The Benefits of Direct and On-line Marketing
  6. Customer Metrics
    • E-Marketing Plan
    • Marketing Tools
    • Levers
    • Tactical elements to maximize market impact

Resources

  • Course Materials provided by IPE.
  • Strauss Judy, E Marketing, 2009, Pearson Education
  • David Chaffey, Fiona Ellis et al.., Internet Marketing, 4th Edition 2008, Prentice Hall
  • Online resources on OCTAL Portal
  • Online databases from IPE’s E Library