internet_marketing module booklet

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UK COLLEGEBUSINESS AND COMPUTING

Module Booklet

Group: Edexcel HNDB G6, LH

Module: Unit 30 Internet Marketing

Module type:Optional

Module Code: D/601/1102

Module Credit: 15

Teaching Period: (15 weeks)

Level: 5

Contact Hours: ((15*3) =45+ (6*3=18) =21=63

Lecturers: 15 weeks

Revision Clinic: 3 week

Feedback and Assignment Guidance: 3 weeks

Module Leader: Gasso Wilson

Lecturer: Suneth Fernando

Term Start date: 14/09/2015

Day: Friday

Time:14:00 -17:00

Room: Cricklewood Campus

Term: September 2015 March 2016


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CONTENTS

1.INTRODUCTION, AIMS AND OBJECTIVES

2.MODULE OUTLINE AND TEACHING METHODS

3.READING AND COURSE PREPARATION

4.LECTURE WITH DETAILED COURSE PROGRAMME AND OBJECTIVES

5.ASSESSMENT DETAILS


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INTRODUCTION

Internet marketing refers to the application of marketing principles and techniques via

electronic media and more specifically the internet. The purpose of this unit is to

develop learner understanding of, and skills in, the use of the complex interactive

digital media which comprise the tools of internet marketing. This area of study is

subject to rapid rates of change with an immense array of continually developing

technology converging and impacting on how e-business operates.

Internet marketing encompasses all the activities a business conducts via the

worldwide web with the aim of attracting new business, retaining current business

and developing its brand identity. Being able to use the internet for promotion is a core

skill and this is covered in detail through search engine marketing. The topic of public

relations through the internet is outlined as is the concept of the internet as a

community.

This unit also addresses the utility and importance of the internet for market research.

Data from customer relationship management can be used to support internet market

research. This research can, in turn, lead to improvements in customer relations by

enabling the company to supply better products and services. An understanding of

these areas is therefore required.

To be able to research and design an internet marketing plan is an essential skill and

learners will explore, the steps involved in drawing up these plans. This activity will

bring together the skills covered in this unit.

Aim:

This unit provides learners with an understanding of internet marketing so they can

develop the skills to use the internet for promotion, advertising, interactive

communications, market research, developing customer relationships and an internet

marketing plan.

Key Objectives:


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The key objective of this module is to provide students with comprehensive, practical

guidance on how companies can get the most out of the web to meet their marketing

goals. The analysis of the internet environment will help to understand how internet

marketing is used by companies and organisations to achieve a competitive advantage

questioning the validity of traditional marketing theory and existing models.

Emerging models for developing marketing strategies will be presented taking into

account the different elements of the marketing mix and tactics to build and to sustain

one-to-one relationships with customers. Techniques for communicating with

customers, building relationships and facilitating electronic commerce will be

presented.

Learning Outcomes and Assessment Criteria:

LO1 Understand marketing through the internet

1.1 Explain the elements of internet marketing

1.2 Evaluate the internet marketing mix

1.3 Compare internet marketing tools - e-tools

1.4 Examine interactive order processing

LO2 Be able to use the internet for promotion using digital marketing

communications

2.1 Demonstrate the mechanics of search engine marketing

2.2 Write the copy for a suitable opt-in email marketing newsletter

2.3 Follow guidelines for best practice in online public relations

2.4 Demonstrate how businesses can use new digital media communities, e.g. file-

sharing sites

LO3 Be able to produce market research to support customer relationship

management

3.1 Conduct secondary market research

3.2 Design an online survey


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3.3 Demonstrate the use of electronic customer relationship Marketing

LO4 Be able to design an internet marketing plan

4.1 Produce an outline internet marketing plan

4.2 Create a presentation on pay per click advertising.

Knowledge and Understanding:

A critical understanding of the concepts, approaches, technologies and

techniques relating to internet marketing.

A critical understanding of the organizational issues and models relating to the

development and implementation of internet marketing strategy.

Critically apply relevant internet marketing approaches, technologies and

techniques to appropriate organizational settings through an ability to critically

synthesize and evaluate information from a variety of sources.

Indicative content:

The elements of internet marketing:

The internet marketing mix

Interactive order processing

Search engine marketing (SEM)

Online public relations (OPR)

The internet as a community

Market research:

Steps in online market research

Relationship marketing

Security and trust issues

The internet marketing plan


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Creating an online pay per click campaign.


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Programme Specification

Accrediting Body: EDEXCEL

Course: BTEC HND IN BUSINESS Unit: 30 INTERNET MARKETING D/601/1102

Wk Lecture Schedule Outcome of session Activity/seminar

and formative

assessment

Resources

1Introduction to the module and assignment brief Awareness of the module

and mode of assessment

General discussion Module booklet

2 Elements of internet marketing Introduction to the module,

mode of assessment,

awareness of the awarding

body, assessment criteria

and the mode of assessment

Brief assessment of

learners previous

understanding of

key marketing

concepts

Module handbook and

PowerPoint slides

Online video resource

3 The Internet marketing mix By the end of the session the

student will be able to

explain: the concepts of

product and branding; the

marketing mix (product,

price, place, promotion)as

well as the extended

Moderated

discussions about

the relevance of the

marketing mix to

internet marketing.

Power point slides

prepared by the

lecturer


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marketing mix (people,

processes and physical

evidence).

4 Internet marketing tools - e-tools By the end of the session,

the learner should be able to

identify and explain what

constitutes e-tools, the

online marketing matrix,

(including business and

consumer markets) as well

as the online customer

Practical

demonstration of the

use of e-tools in the

classroom.

PowerPoint slides and

case study

5 Interactive order processing Demonstrating an

understanding of the

various ways by which

orders may be processed

through an interactive

platform.

Browsing of various

company websites

(Tesco, Argos and

Dell)that enable

interactive order

processing.

Case study, online

browsing of different

organizations and

PowerPoint slides

6 Review Weeks 1 5 (Workshop on Task 1) To outline how to answer

the questions in Task 1

To compose a draft

of Task 1

Computer Lab


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7 The mechanics of search engine marketing Having a clear

understanding of the

principles upon which

search engine marketing isbased.

Practical discussion

and feedback

Computer lab

8 Writing the copy for a suitable opt-in email marketing

newsletter

Ability to write a marketing

newsletter which is suitable

for use by an organization

(commercial or non-

commercial).

Practical sessions of

creating a marketing

newsletter;

identifying and

selecting the

contents of the

newsletter.

Classroom teaching,

followed by practical

sessions in the

computer lab.

9 Guidelines for best practice in online public relations Explain and illustrate the

essence of Public Relations.

Discuss how PR differs from

Advertising and Publicity.

Case study and

addressing the LO

PowerPoint slides and

lecture notes.


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10 Review Weeks 7 9 (Workshop on Task 2) To outline how to answer

the questions in Task 2

To compose a draft

of Task 2

Computer Lab

11 Digital media communities A demonstration of good

understanding of digital

media communities and the

interrelationships which

exist amongst members.

Moderated

classroom

discussions that

address the learning

outcome.

PowerPoint slides,

lecture notes and wipe

board.

12 Conducting secondary market research and designing an

online survey

A clear understanding of

the usefulness of marketing

research to business

organisations.

Group work to

design online

surveys.

PowerPoint slides,

backed with practical

sessions in the

computer lab.

13 Electronic Customer Relationship Marketing Explain the purpose of

customer relationship

marketing; what are its pros

and cons?

Case study that

addresses the

learning outcome.

PowerPoint slides,


sessions in the

computer lab.

14 The internet marketing plan Explain the concept of the

internet marketing plan;

Moderated

discussions and

PowerPoint slides,



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Explain how it differs from

the conventional marketing

plan;

Discuss the various contents

of the internet marketing

plan.

short answer

questions that

address the learning

outcome.

sessions in the

computer lab.

15 Creating a presentation on pay per click advertising Explain the term pay per

click clearly;

Explain its pros and cons.

Discussion and

reflective feedback.

PowerPoint slides,


sessions in the

computer lab.

Core Texts:

Chaffey, D. et al (2006) Internet Marketing: Strategy, Implementation and Practice, 3rd Ed., FT Prentice Hall

Other recommended texts:

Coupey, E. (2005) Digital Business: Concepts and Strategies, 2nd Ed, Pearson

Elsevier.Dann, S. and Dann, S. (2003) Strategic Internet Marketing. Wiley

Smith, P.R. and Chaffey, D. (2005) eMarketingeXcellence: The Heart of eBusiness.

Strauss, J., El-Ansary, E., Frost R. (2006) E-Marketing International edition, 4th edition, Pearson

Journals and newspapers


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The International Journal of Information Management

http://www.elsevier.com/wps/find/journaldescription.cws_home/30434/description#description

The Journal of Electronic Commerce Research

http://www.jecr.org/

awww.compactlaw.co.uk employment questions and answers

www.cre.org.uk Commission for Racial Equali

Wk Session Update Date Signature1

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16 Assignment Support


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19 Assignment Support AND FEEDBACK



Lecturer: Suneth Fernando

Campus: Wentworth House

Contact details: [email protected]

Assessment:

The module will be assessed meeting all the LO as specified by the awarding body, Ed Excel.

Please read the instructions carefully while addressing the tasks specified.

Contribution: 100% of the module

Outline Details: Individual report approx 4500 words. Details enclosed in the assignment brief.

Teaching and Learning Activities


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The module tutor(s) will aim to combine lectures with tutorial activities. This environment will provide opportunities for the student to

understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities,

and discussion about the significant role of research in a global and local business environment.

2.3 Teaching Ethos

The colleges approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their

potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote

success in both their academic studies and subsequent career.

2.3.1 Methods of Delivery:

LECTURES:

These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases

from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects

of the subject so that learners can utilise their private study time more effectively.

SEMINARS:

These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material

covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in


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advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any

points of difficulty with the tutor and simultaneously develop their oral communication skills.

CASE STUDIES:

An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their

subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the

assessment of the learners ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as

a supplement to the theoretical knowledge imparted through the course work.

Plagiarism:

Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies regulations. In this context the definition and

scope of plagiarism are presented below:

Plagiarism is presenting someones work as your won. It includes copying information directly from the web or books without referencing the

material; submitting joint coursework as an individual effort; copying another students coursework; stealing coursework form another student

and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the

college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)

Assessment:

The module will be assessed meeting all the LO as specified by the awarding body, Ed Excel.

Please read the instructions carefully while addressing the tasks specified.


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Contribution: 100% of the module

Outline Details: Individual report approx 4500 words. Details enclosed in the assignment brief.


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Guidance in addition to the Pass criterias, this assignment gives you the opportunity to submit evidence in order to achieve the following

Merit and Distinction grades. Assessment Grid indicating their pass, merit and distinction:

Unit 30: INTERNET MARKETING

Outcomes/criteria: Indicative characteristics Contextualised Feedback

LO1. Understand marketing

through the internet.

LO2 . Be able to use the internet

for promotion using digital

Marketing communications

LO3. Be able to produce market

research to support Customer

Relationship Management

LO4 Be able to design an internet

marketing plan

As per the assessment criteria

specified for pass

Do

Do

Do

Task 1

Task 2

Task 3

Task 4

Merit grade Description: Contextualisation

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M. Identify and apply strategies to

find appropriate solutions.

. Effective judgments have been made.

. An effective approach to study and

research has been used.

To achieve M1 you will make effective judgements and show

that an effective approach to the study and research has been

used across your assignment.

M2. Select/ design and apply

appropriate methods/ techniques.

A range of methods and techniques

have been applied.

To achieve M2 you will use a range of methods and

techniques and see that the complex data has been

synthesized and processed.

Complex information/data have been

synthesized and processed.M3. Present and communicate

appropriate findings.

. Appropriate structure has been used.

. Technical language accurately used.

. A range of methods of presentation

has been used.

To achieve M3 you will present and communicate appropriate

findings with appropriate structure.

Distinction Grade Description:

D1. Use critical reflection to

evaluate own work and justify

valid conclusion.

. Synthesis has been used to generate

and justify valid conclusions

. Evaluation has taken place using

defined criteria Realistic improvementshave been proposed against defined

characteristics

Evidence of synthesis with valid conclusions. Evaluation has

taken place using the defined criteria.

Realistic improvements have been proposed against defined

characteristic

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D2. Take responsibility for

managing and organizing

activities.

The importance of interdependence has

been recognized.

To achieve D2 you will have demonstrated autonomy across

your assignment, with effective independent research and

met the deadlines to submit all the tasks and achieve the unit

assessment criteria and an interdependence with each

learning outcome has been demonstrated

D3. Demonstrate convergent,

lateral and creative thinking

Ideas generate and decisions taken.

Lateral thinking have been applied.

Capacity for innovation and creative

thought has been used.

Receptiveness to new ideas has

demonstrated.

Your work demonstrates new ideas or suggestions towards

the assigned tasks and your research shows some creative

thinking and receptiveness to new ideas across the

assignment making it look different and creative.

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ASSSIGNMENT BRIEF SECTION

ASSIGNMENT BRIEF

Unit Number and title HND Business :Unit 30: INTERNET MARKETING

Qualification BTEC HND Business (Level 5)

Term Start Date 14thSeptember 2015

Deadline/ Hand-in 29thJanuary 2016

Assessor Suneth Fernando

TASK 1 to TASK 4: You are required to follow the instructions as specified towards each

task and support with a research by using supportive materials like books, websites,

etc., and give a feedback on the findings by relating your arguments to the relevant as

specified towards each task:

Scenario: You have just been hired as the eMarketing Manager of the organisation of

your choice and an essential part of your new role is to help the company to improve its

online presence and its relationship with the customers and other stakeholders; to

increase productivity and its online/internet competitiveness in its industry. You have

been given a brief with Tasks 1, 2, 3 and 4 below and asked to complete each task as itapplies to the organisation and to submit a final report (4000 45000 words) to the

executive board in approximately 6 months:

You are required to carry out a research by using supportive materials like books,

websites, etc., and include in the report P1.1, P1.2, P1.3, P2.1, P2.2, P2.3 and P2.4. The

answers need to be reflected to the organization chosen in task 1 with relevantexamples. Answers without application to an organization or without examples will be

marked as referred.

Task 1

LO1 Understand marketing through the internet.

P 1.1 Explain the elements of internet marketingP 1.2 Evaluate the internet marketing mix

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P 1.3 Compare internet marketing tools e-tools

P 1.4 Examine interactive order processing

Task 2

LO2 Be able to use the internet for promotion using digital marketing

communications

P 2.1 Demonstrate the mechanics of search engine marketing

P 2.2 Write the copy for a suitable opt-in email marketing newsletter

P 2.3 Follow guidelines for best practice in online public relations

P 2.4 Demonstrate how businesses can use new digital media communities, e.g. file-

sharing sites

TASK 3 and TASK 4:

You are required to carry out a research by using supportive materials like books,

websites, etc., and include in the report P3.1, P3.2, P3.3, P4.1 and P4.2. The answers need

to be reflected to the organization chosen in task 1 with relevant examples. Answers

without application to the chosen organization without examples will be marked as

referred.

Task 3

LO3. Be able to produce market research to support customer relationship

management

P 3.1 Conduct secondary market research

P 3.2 Design an online survey

P 3.3 Demonstrate the use of electronic customer relationship marketing

Task 4

LO4 Be able to design an internet marketing plan

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P 4.1 Produce an outline internet marketing plan

P 4.2 Create a presentation on pay per click advertising.

Assignment Guidelines:

Use a standard report structure, Word-process the report and use Normal script

of a proper font size 12.

Produce an academic report, detailing the above issues with an approx. word

limit of 4000 to 4500 words.

Complete the title page and sign the statement of authenticity.

The Assignment sheet should be attached in the front.

Submit the document in a folder in the form of a file as well as a soft copy on the

submission date.

It should be uploaded on E-Learning platform before the deadline and dropped

into the drop box at your relevant campuses and get the -------- and collect the

receipt of the submission form at the college.

Assignments submitted after the deadline will not be accepted unless mitigating

and may be entitled for a late fee.

Collusion and Plagiarism must be avoided.

Start each answer on a new page and pages should be numbered. Highlight each

question clearly.

Include a Bibliography at the end of the assignment and use the Harvard

referencing system.

All work should be comprehensively referenced and all sources must be fully

acknowledged, such as books and journals, websites (include the date of visit),

etc.

Try to give the page numbers, publishers' details and the year of publication

In order topass you need to address all the LO

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In order to get a merit you need to address the characteristics of pass and address

M1, M2,M3

In order to get a Distinction you need to address the characteristics of pass, merit

and address D1, D2 and D3.

Use a common format for the questions, for example:

Introduction (analyse the question.)

Underpinning Knowledge (write about the relevant theory/points)

Applied knowledge(Data Analysis)

Conclusions and Recommendations (summarizing the whole scenario keeping in

view pass, merit, distinction criteria.)

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ASSIGNMENT FRONT SHEET

Unit 30: INTERNET MARKETING UNIT CODE: D/601/1102

Learning Hours:

60 Hours.

Self-learning

hours: 90 hours.

Course: HND Business

Level 5

CREDIT VALUE: 15 CREDITS Term:

Module Leader: Gasso

Wilson

Lecturer: Suneth Fernando Internal Verifier: Mr Dalton

ASSIGNMENT TITLE:

Learners Name Term: Batch: Intake:

Registration Number Campus:

Hand out Date: Submission Date:

LearningOutcome

Assessment Criteria

In this assessment youwill have the opportunity

to present evidence that

shows you are able to:

TaskNumbe

r

EvidencePage

number

LO 1: Understand marketing

through the internet.

1.1 Explain the elements of

internet marketing

1

1.2 Evaluate the internet

marketing mix.

1

1.3 Compare internet

marketing tools e-tools

1

1.4 Examine interactive order

processing.

1

LO2 : Be able to use the

internet for promotion using

digital Marketing

communications

2.1 Demonstrate the

mechanics of search

engine marketing.

2

2.2 Write the copy for a

suitable opt-in email

marketing newsletter.

2

2.3 Follow guidelines for best

practice in online public

2

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relations.

2.4 Demonstrate how

businesses can use new

digital media

communities, e.g. file-

sharing sites.

LO3: Be able to produce

market research to support

Customer Relationship

Management.

3.1 Conduct secondary

market research.

3

3.2 Design an online survey 3

3.3 Demonstrate the use of

electronic customer

relationship marketing

3

LO 4: Be able to design an

internet marketing plan

4.1 Produce an outline

internet marketing plan

4

4.2 Create a presentation on

pay per click advertising.

4

Please see that you include

the Turnitin report. This

work will not be accepted

without the

Turn it in report.

Report attached: Yes

No

If no Reason: % of the turn it in

report.

Learners Declaration: I certify that the work submitted for this unit is my own and the

research sources are fully acknowledged.

Learners Signature: Date:

Plagiarism:

Any act of plagiarism will be seriously dealt with according to the colleges and awarding

bodies regulations. In this context the definition and scope of plagiarism are presented below:

Plagiarism is presenting someones work as your won. It includes copying information

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directly from the web or books without referencing the material; submitting joint coursework

as an individual effort; copying another students coursework; stealing coursework form

another student and submitting it as your own work. Suspected plagiarism will be investigated

and if found to have occurred will be dealt with according to the college procedure. (For

further details please refer to the plagiarism policy and the student code of conduct.)Due Dates

Issue

Date

Final Due Date

29th January 2016

18thweek

Due

Task- 1 End of Nov

Final due date where e-learning will be blocked for

JUNE 2015 intake

19thweek

Due

Task- 2

End of Nov

Due

Task- 3

2ndweek of

Dec

Due

Task - 4

2ndweek of

Jan

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Achievement Summary

The Following Sections to be completed by the assessor:

Centre Name: UKCBC

Campus:

Centre Number:

Please note that the assessors signature below denotes conformation that he/she has in no way

influenced the outcome of the assessment:

Assessors Name:

Assessors Signature:

Learners Name (to be filled by the

Assessor)

Intake: Batch: Term: Campus:

Learners Edexcel Reference Number

Has the unit been Internally Verified? Y/N

Date of verification:

Name of the Internal Verifier:

Internal verifiers signature:

If Sampled ,Internal verifiers comments on the assignment brief:

Evidence

Checklist

Summary of the evidence required by the

student

Evidence presented

Task 1

Task 2

Task 3

Task 4

Unit Outcomes

Outcome Evidence for the

criteria to pass.

Feedback Assessors

decision

Internal

verification.

TASK 1 and Task 2

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You are required to carry out a research by using supportive materials like books, websites,

etc., and include in the report P1.1, P1.2, P1.3, P2.1, P2.2, P2.3 and P2.4. The answers need to

be reflected to the organization chosen in task 1 with relevant examples. Answers without

application to an organization and without examples will be marked as referred.

LO1. Understand

marketing through

the internet.

P 1.1- Explain the

elements of internet

marketing

P 1.1

P 1.2- Evaluate the

internet marketing mix.

P 1.2

P 1.3- Compare

internet marketing

tools e-tools

P 1.3

P 1.4- Examine

interactive order

processing.

P 1.4

LO2. Be able to use

the internet for

promotion using

digital

Marketing

communications

P 2.1-Demonstrate the

mechanics of search

engine marketing.

P2.1

P 2.2 Write the copy

for a suitable opt-in

email marketing

newsletter.

P2.2

P 2.3 Follow

guidelines for best

practice in online

public relations.

P2.3

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P 2.4 Demonstrate

how businesses can use

new digital media

communities.

P2.4

TASK 3 and TASK 4: You are required to carry out a research by using supportive materials

like books, websites, etc., and include in the report P3.1, P3.2, P3.3, P4.1 and P4.2. The

answers need to be reflected to the organization chosen in task 1 with relevant examples.

Answers without application to the chosen organization in task 1 without examples will be

marked as referred.

LO3 Be able to

produce market

research to support

Customer

Relationship

Management.

P 3.1 Conduct

secondary market

research.P3.1

P 3.2 Design an

online surveyP3.2

P 3.3Demonstrate

the use of electronic

customer

relationship

Marketing.

P3.3

LO4 Be able to

design an internet

marketing plan.

P. 4.1Produce an

outline internet

marketing plan.

P4.1

P 4.2Create a

presentation on pay

per click advertising.

P4.2

Merit grades awarded M1 M2 M3 P1 P2 P3 P4

Distinction grades

awarded

D1 D2 D3 Resubmit :

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Any other comments

Grade given by the tutor:

Pass Merit Distinction

Tutors Signature: Date:

IV Grading Check: Comments if any:

Agree

Disagree Modify grade to

IV signature:

Date:

Student feedback:

Student signature: Date:

Plagiarism:

Any act of plagiarism will be seriously dealt with according to the colleges and awarding

bodies regulations. In this context the definition and scope of plagiarism are presented below:

Plagiarism is presenting someones work as your won. It includes copying information directly

from the web or books without referencing the material; submitting joint coursework as an

individual effort; copying another students coursework; stealing coursework form another

student and submitting it as your own work. Suspected plagiarism will be investigated and if

found to have occurred will be dealt with according to the college procedure. (For further

details please refer to the plagiarism policy and the student code of conduct.)

internet_marketing module booklet

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