Internet Marketing in the Information Society
This module will explore the internet from strategic, societal, and commercial perspectives to provide a broad introduction to its use in business; especially e-commerce and internet marketing. We will survey the growing volume of internet research, and gain an appreciation of the internet as a management tool as well as a cultural phenomenon. The module content will help you develop skills in critical analysis, information retrieval and reflective practice.
This module offers an advanced-level forum for student exploration of the role of Internet marketing in the information society. Regulation of the internet varies in different countries, so this module explores how businesses are conducted and issues around the cultural uses of technology, among others, which take the global context of the internet into account.
Sustainability is addressed through exploration of the issues involved in weaving a ‘green’ web, environmental protests and computer mediated communication in Britain, and the management of electronic waste.
All of the resources of this module are available on the ELE (Exeter Learning Environment).
Previous guest speakers have included faculty and staff from within the Business School, as well as a lecturer from the University of Oxford.
This module is designed to help student develop critical analysis and academic writing skills through the exploration of marketing in today’s turbulent environments of technology, governance, regulation, ethics, consumption, and globalisation. Students also develop their marketing skills.
Full module specification
|Module title:||Internet Marketing in the Information Society|
|Duration of module:||
Duration (weeks) - term 2: |
This module offers an advanced level forum for the student 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
through engaging with arguments from Marketing, Science and Technology Studies, Economic Sociology
and Critical Consumer Studies. 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? Academic and practitioners’ perspectives will be invited to discuss the
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. Students will have an
opportunity to engage in a dialogue and research about the processes of managing the company’s Internet presence. We will survey the growing volume of research on e-economies and Internet marketing, and gain a critical appreciation of the Internet as a cultural phenomenon and a marketing tool. We will discuss broad implications for strategy, society, and individuals using practical examples and academic research. The module is designed to help students develop skills in critical analysis and academic writing through exploring marketing as a practice that acts in today’s turbulent environments of technology, governance, regulation, ethics, consumption and globalisation. The module will not cover programming language, and no prior computer courses are necessary.
ILO: Module-specific skills
- 1. produce a convincing academic argument about the role of Internet marketing in the information society based on the notions of the Internet and of Marketing consistent with the current academic scholarship
- 2. examine the cultural and organisational basis and impact of Internet marketing drawing on perspectives in Marketing, Science and Technology Studies, Economic Sociology and Critical Consumer Studies
- 3. critically reflect upon the changing notions of consumption in mediated environments
ILO: Discipline-specific skills
- 4. assess academic debates on Internet Marketing and how they relate to the scholarship on Information Society
- 5. critically examine the role of the Internet as a cultural medium and a business tool
ILO: Personal and key skills
- 6. conduct independent research, analysis and reporting
- 7. demonstrate written communication skills, including project conceptualisation and editing
- 8. demonstrate presentation skills and team work ability
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Individual participation based on the analysis of the literature; short inlecture presentations; Q&A sessions using Turning Point to show awareness of the concepts and issues||In-lecture participation||1, 4, 6||Feedback and comments in the classroom; student progress report when meeting with the tutor|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Oral and Written Group assignment||30||20 minutes presentation (depending on the number of students) 2,000 words report||1, 2, 3, 6, 7, 8||Feedback and comments in the classroom, written peer assessment of the presentation and report|
|Essay Option 1||70||3,000 words||1, 2, 3, 4, 5, 6, 7||Detailed written assessment of strength and weaknesses of the argument|
|Essay Option 2||70||3,000 words||1, 2, 3, 4, 5, 6, 7||Detailed written assessment of strength and weaknesses of the argument|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Oral and Written Group assignment||Written Group Assessment (30%)||1, 2, 3, 6, 7, 8||Submit by 01 September|
|Essay Option 1||Essay Option 1 (70%)||1, 2, 3, 4, 5 ,6, 7||Submit by 01 September|
|Essay Option 2||Essay Option 2 (70%)||1, 2, 3, 4, 5 ,6, 7||Submit by 01 September|
Students can resubmit their written reports (group and individual) by the deadline shown
• Introduction: Internet Marketing in the Information Society
• Virtuality and Reality
• E-Consumers and online consumer behaviour
• Online Brands
• Privacy and trust online
• Emerging e-issues/Conclusion
Indicative learning resources - Basic reading
Woolgar, Steve. (ed.) (2000) Virtual Society? Technology, Cyberbole, Reality, Oxford: Oxford University Press.
Module has an active ELE page?
Last revision date