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Internet Marketing Strategies (EBMV332)
This module is presented as follows in 2024:
- SUMMERSTRAND CAMPUS SOUTH: Full-Time (A1)
Can be used as a major: Yes
Offered in: Term 3+4
Credit value: 14
Estimated fees: R3740
Lecturer: NELMAPIUS, AH
- SUMMERSTRAND CAMPUS SOUTH: Full-Time (A1)
Can be used as a major: No
Offered in: Term 3+4
Credit value: 14
Estimated fees: R3740
Lecturer: NELMAPIUS, AH
Syllabus
PURPOSE
To offer traditional marketing coverage by focusing on the Internet and other technologies that have had a profound effect on marketing. This should assist all students in understanding the Internet and its social media for improving brand images, sales and profitability.
LEARNING OUTCOMES
Upon the completion of the module, students are expected to be able to:
• Understand all the major aspects of marketing on the Internet, including Internet marketing communications, relationship marketing on the Internet, online service quality and social media marketing.
• Focus on strategy and development of E-marketing performance.
• Learn and apply the taught concepts in solving marketing case studies that bring various examples from the online marketing world.
CORE CONTENT
• Strategy and context.
• Understanding customer behaviour.
• Market research.
• User experience design.
• Web development and design.
• Mobile channels and apps.
• Search engine optimization (SEO).
• E-commerce.
• Search advertising.
• Online advertising.
• Social media advertising.
• Social media strategy.
• Direct marketing: Email and mobile.
• Conversion optimisation.
• Data analytics.
Evaluation criteria
100% Continuous assessment:
• 5-10 Quizzes (Final mark weight = 30%)
• 1x Assignment (Final mark weight = 30%)
• End of module assessment (Final mark weight = 40%)
MODERATION
External.
Prerequisites
• Marketing Management (EBMV201)
• Marketing Communications Management (EBMV212)
• Web Page Design (WWDV201)
Evaluation criteria
Evaluation criteria
100% Continuous assessment:
• 5-10 Quizzes (Final mark weight = 30%)
• 1x Assignment (Final mark weight = 30%)
• End of module assessment (Final mark weight = 40%)
Prerequisites needed for this module
- Marketing Management (EBMV201)
- Marketing Communication Management (EBMV212)