- Academic Registry
Programme & Unit Catalogues

MN50361: E-marketing

[Page last updated: 15 October 2020]

Follow this link for further information on academic years Academic Year: 2020/1
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6      [equivalent to 12 CATS credits]
Further information on notional study hours Notional Study Hours: 120
Further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period:
Semester 2
Further information on unit assessment Assessment Summary: CW 100%
Further information on unit assessment Assessment Detail:
  • Coursework 1 (CW 30%)
  • Coursework 2 (CW 70%)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites:
Description: Aims:
The aim of this module is to expose students to a range of concepts, models and emerging technologies that are and will shape most aspects of marketing. Students will be encouraged to consider the challenges and opportunities of e-marketing from a solid theoretical background and a real-world orientation with extensive examples ranging across large corporations, small businesses, and not for profit organizations.

Learning Outcomes:
By the end of this unit, the student should be able to:
* understand contemporary issues in e-marketing at the management and strategic level. This is supported by theory (e.g., Internet business models), current case studies, and in-class discussion.
* have up-to-date and in-depth knowledge of advanced areas of e-marketing, such as Internet security mechanisms, dotcoms, and relationship management. Again, this is supported by theory, recent case studies and in-class discussion. A group case study is used to consolidate theory with practice.
Thus, the emphasis is on a strategic understanding of e-marketing for management students underpinned by detailed knowledge of advanced areas and technologies.

Intellectual Skills
* an appreciation of contemporary issues in e-marketing (TA);
* the facility to apply subject-specific knowledge into a range of complex situations, taking into account the overall implications for the other areas of the business (TFA);
* a conceptual understanding of theoretical concepts and frameworks that enables the student to meaningfully link theory and practice and the ability to critically appraise both theory and practice (TFA);
Professional and Practical Skills
* evaluate e-marketing and e-commerce models within an organisational context (A);
* operate effectively both independently as well as within teams and assume leadership roles where appropriate (F);
* be self-directed and able to act autonomously in planning and implementing projects at professional levels (F)
Transferable/Key Skills
* an openness and capacity to continue learning with the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to the present situations (TFA);
* an appreciation and in-depth understanding of the resources and competences required for successful cross-functional management in organisations including enterprise skills (TA).

This course must reflect current developments in e-marketing and Internet technology and the content will therefore be reviewed on an annual basis and updated as appropriate. Indicative content includes:
* e-marketing and e-marketing planning
* e-marketing strategies & Internet business models
* Consumer e-commerce (e-tailing)
* Business to business e-commerce
* Customer relationship management (CRM)
* Intelligent agent technologies and dynamic pricing
* Electronic payment systems & Security
* Mobile commerce (m-commerce).
Further information on programme availabilityProgramme availability:

MN50361 is a Designated Essential Unit on the following programmes:

School of Management

MN50361 is Compulsory on the following programmes:

School of Management

MN50361 is Optional on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2020/21 academic year only. Students continuing their studies into 2021/22 and beyond should not assume that this unit will be available in future years in the format displayed here for 2020/21.
  • Programmes and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.