Home > Post Graduate > MBA - Marketing > e-marketing

MBA - Marketing

e-marketing

Programme Objectives

The programme has the following aims:

  • To enable the advanced study of organisations, their management and the changing external context in which they operate
  • Equip individuals for and/or development of a career in business and management by developing skills at a professional or equivalent level to assume senior managerial and leadership positions in business
  • Development of the ability to apply knowledge and understanding of business and management to complex issues, both systematically and creatively, to improve business and management leadership and practice.
  • 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

At the end of the programme the successful student will have the ability to:

  • Demonstrate critical understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organisations.
  • Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers/leaders in an increasingly complex and dynamic environment.
  • Acquire and use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  • Demonstrate and apply independent research and critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.
  • Demonstrate initiative, insight, attitudes of responsibility and ethical leadership in the development of the strategic management agenda in the organization the participant works in or expected to work in the future.

Programme Content

Overview

This module offers the students’ an exploration of the role of Internet marketing in the information society. It also serves as a way to engage with and critically evaluate the current concerns of marketing professionals. Students will evaluate a variety of perspectives on the Internet and marketing. Given that businesses increasingly rely on virtual resources in order to achieve their goals, how do consumers respond to such attempts? How do businesses transform the Internet as a cultural medium? Current issues in Internet marketing, such as trust, ethics, privacy and security concerns, online marketing research, e-CRM, brands online and the competitive environment on the Internet.

Learning Outcomes

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

  • produce a convincing argument about the role of Internet marketing in the information society
  • critically reflect upon the changing notions of consumption in mediated environments
  • Using the Internet as a strategic marketing tool

Syllabus

  • Introduction: Internet Marketing in the Information Society
  • Virtuality and Reality
  • E-economies
  • Internet and Strategy
  • Comparing offline ad media and mass online advertising
  • E-Consumers and online consumer behaviour
  • Online Brands
  • Website Design Process
  • Emerging e-issues/Conclusion

Resources

  • Course Materials provided by IPE.
  • Judy Strauss& Raymond Frost, E Marketing, 6th Edition, 2011, Pearson Education
  • Dave Chaffey, Fiona Ellis Chadwick, Internet Marketing, 4th Edition, 2008, Pearson Education
  • Online resources on OCTAL Portal
  • Online data bases from IPE’s E Library