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MN50361: E-marketing

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 2
Assessment Summary: CW 40%, EX 60%
Assessment Detail:
  • Coursework (CW 40%)
  • Examination (EX 60%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Aims: The aim of this module is to expose students to a range of concepts, models and emerging technologies that shape most aspects of marketing, while also asking them to critically reflect on the cultural and societal implications of e-marketing. Students will be encouraged to both consider the challenges and opportunities of e-marketing from a solid theoretical background and a real-world orientation, as well as critically evaluate the wider cultural effects of e-marketing's proliferation.

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,
* understand the cultural and societal implications of e-marketing practices
* critically evaluate on a strategic level the opportunities and challenges of e-marketing and its associated technologies, from both practical and cultural perspectives

Skills: 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 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).
* an ability to think on a strategic level, exhibiting both critical and abstract thinking skills.

Content: 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 tools and strategies
* History and development of e-marketing
* Integrated marketing communications
* E-marketing on social media
* E-marketing and consumer identity
* Multichannel retailing
* Visual merchandising and content marketing
* Search engine optimisation and marketing analytics
* Big data
* Security, surveillance, privacy and risk.

Programme 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 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
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