Internet Marketing in the Information Society

Module description

Summary:

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.

Additional Information:

Internationalisation

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

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).

External Engagement

Previous guest speakers have included faculty and staff from within the Business School, as well as a lecturer from the University of Oxford.

Employability

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
Module code:BEMM111
Module level:M
Academic year:2015/6
Module lecturers:
  • Dr Elena Simakova - Convenor
Module credit:15
ECTS value:

7.5

Pre-requisites:

None

Co-requisites:

None

Duration of module: Duration (weeks) - term 2:

11

Module aims

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 ActivitiesGuided independent studyPlacement / study abroad
361140

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours36Lectures

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback 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 issuesIn-lecture participation1, 4, 6Feedback and comments in the classroom; student progress report when meeting with the tutor

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
10000

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Oral and Written Group assignment3020 minutes presentation (depending on the number of students) 2,000 words report1, 2, 3, 6, 7, 8Feedback and comments in the classroom, written peer assessment of the presentation and report
Essay Option 1703,000 words1, 2, 3, 4, 5, 6, 7Detailed written assessment of strength and weaknesses of the argument
Essay Option 2703,000 words1, 2, 3, 4, 5, 6, 7Detailed written assessment of strength and weaknesses of the argument

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Oral and Written Group assignmentWritten Group Assessment (30%)1, 2, 3, 6, 7, 8Submit by 01 September
Essay Option 1Essay Option 1 (70%)1, 2, 3, 4, 5 ,6, 7Submit by 01 September
Essay Option 2Essay Option 2 (70%)1, 2, 3, 4, 5 ,6, 7Submit by 01 September

Re-assessment notes

Students can resubmit their written reports (group and individual) by the deadline shown

Syllabus plan

• Introduction: Internet Marketing in the Information Society
• Virtuality and Reality
• E-economies
• E-Consumers and online consumer behaviour
• Online Brands
• Privacy and trust online
• Emerging e-issues/Conclusion

Indicative learning resources - Basic reading

Basic reading:

Woolgar, Steve. (ed.) (2000) Virtual Society? Technology, Cyberbole, Reality, Oxford: Oxford University Press.

Module has an active ELE page?

Yes

Origin date

17/07/2014

Last revision date

17/07/2014