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UK COLLEGE

BUSINESS 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

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

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:

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. filesharing 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

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

Creating an online pay per click campaign.

Programme Specification
Accrediting Body: EDEXCEL
Course: BTEC HND IN BUSINESS
Wk

Unit: 30 INTERNET MARKETING

Lecture Schedule

Outcome of session

D/601/1102

Activity/seminar

Resources

and formative
1 Introduction to the module and assignment brief
2

Elements of internet marketing

assessment
Awareness of the module General discussion

Module booklet

and mode of assessment


Introduction to the module, Brief assessment of

Module handbook and

mode

PowerPoint slides

of

assessment, learners previous

awareness of the awarding understanding of


body,
3

The Internet marketing mix

Online video resource

assessment criteria key marketing

and the mode of assessment concepts


By the end of the session the Moderated

Power point slides

student will be able to discussions about

prepared by the

explain:

lecturer

the

concepts

of the relevance of the

product and branding; the marketing mix to


marketing

mix

(product,

price, place, promotion) as


well

as

the

extended

internet marketing.

marketing
processes
4

Internet marketing tools - e-tools

mix
and

(people,
physical

evidence).
By the end of the session,

Practical

the learner should be able to

demonstration of the case study

identify and explain what

use of e-tools in the

constitutes e-tools, the

classroom.

PowerPoint slides and

online marketing matrix,


(including business and
consumer markets) as well
as the online customer
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Interactive order processing

Review Weeks 1 5 (Workshop on Task 1)

Demonstrating an

Browsing of various

Case study, online

understanding of the

company websites

browsing of different

various ways by which

(Tesco, Argos and

organizations and

orders may be processed

Dell) that enable

PowerPoint slides

through an interactive

interactive order

platform.
To outline how to answer

processing.
To compose a draft

the questions in Task 1

of Task 1

Computer Lab

The mechanics of search engine marketing

Having a clear

Practical discussion

understanding of the

and feedback

Computer lab

principles upon which


search engine marketing is
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Writing the copy for a suitable opt-in email marketing

based.
Ability to write a marketing

Practical sessions of

Classroom teaching,

newsletter

newsletter which is suitable

creating a marketing

followed by practical

for use by an organization

newsletter;

sessions in the

(commercial or non-

identifying and

computer lab.

commercial).

selecting the
contents of the
newsletter.

Guidelines for best practice in online public relations

Explain and illustrate the

Case study and

PowerPoint slides and

essence of Public Relations.

addressing the LO

lecture notes.

Discuss how PR differs from


Advertising and Publicity.

10

11

12

13

14

Review Weeks 7 9 (Workshop on Task 2)

To outline how to answer

To compose a draft

the questions in Task 2

of Task 2

A demonstration of good

Moderated

PowerPoint slides,

understanding of digital

classroom

lecture notes and wipe

media communities and the

discussions that

board.

interrelationships which

address the learning

Conducting secondary market research and designing an

exist amongst members.


A clear understanding of

outcome.
Group work to

PowerPoint slides,

online survey

the usefulness of marketing

design online

backed with practical

research to business

surveys.

sessions in the

organisations.
Explain the purpose of

Case study that

computer lab.
PowerPoint slides,

customer relationship

addresses the

backed with practical

marketing; what are its pros

learning outcome.

sessions in the

and cons?
Explain the concept of the

Moderated

computer lab.
PowerPoint slides,

internet marketing plan;

discussions and

backed with practical

Digital media communities

Electronic Customer Relationship Marketing

The internet marketing plan

Computer Lab

Explain how it differs from

short answer

sessions in the

the conventional marketing

questions that

computer lab.

plan;

address the learning

Discuss the various contents

outcome.

of the internet marketing


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Creating a presentation on pay per click advertising

plan.
Explain the term pay per

Discussion and

PowerPoint slides,

click clearly;

reflective feedback.

backed with practical

Explain its pros and cons.

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

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

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Session Update

Date

Signature

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10
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Assignment Support

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Assignment Support

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Assignment Support

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Assignment Support AND FEEDBACK

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Assignment Support AND FEEDBACK

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Assignment Support AND FEEDBACK

Lecturer: Suneth Fernando


Campus: Wentworth House
Contact details: asirilakmal@yahoo.com
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

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

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.

Contribution: 100% of the module


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

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

As per the assessment criteria

Task 1

through the internet.

specified for pass

LO2 . Be able to use the internet

Do

Task 2

Do

Task 3

for promotion using digital


Marketing communications
LO3. Be able to produce market
research to support Customer
Relationship Management

Do

LO4 Be able to design an internet


marketing plan

Task 4

Merit grade Description:

Contextualisation

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M. Identify and apply strategies to

. Effective judgments have been made.

To achieve M1 you will make effective judgements and show

find appropriate solutions.

. An effective approach to study and

that an effective approach to the study and research has been

M2. Select/ design and apply

research has been used.


A range of methods and techniques

used across your assignment.


To achieve M2 you will use a range of methods and

appropriate methods/ techniques.

have been applied.

techniques and see that the complex data has been


synthesized and processed.

Complex information/data have been


M3. Present and communicate

synthesized and processed.


. Appropriate structure has been used.

To achieve M3 you will present and communicate appropriate

appropriate findings.

. Technical language accurately used.

findings with appropriate structure.

. A range of methods of presentation


has been used.
Distinction Grade Description:
D1. Use critical reflection to

. Synthesis has been used to generate

Evidence of synthesis with valid conclusions. Evaluation has

evaluate own work and justify

and justify valid conclusions

taken place using the defined criteria.

valid conclusion.

. Evaluation has taken place using

Realistic improvements have been proposed against defined

defined criteria Realistic improvements

characteristic

have been proposed against defined


characteristics

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D2. Take responsibility for

The importance of interdependence has

To achieve D2 you will have demonstrated autonomy across

managing and organizing

been recognized.

your assignment, with effective independent research and

activities.

met the deadlines to submit all the tasks and achieve the unit
assessment criteria and an interdependence with each

D3. Demonstrate convergent,

Ideas generate and decisions taken.

learning outcome has been demonstrated


Your work demonstrates new ideas or suggestions towards

lateral and creative thinking

Lateral thinking have been applied.

the assigned tasks and your research shows some creative

Capacity for innovation and creative

thinking and receptiveness to new ideas across the

thought has been used.

assignment making it look different and creative.

Receptiveness to new ideas has


demonstrated.

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ASSSIGNMENT BRIEF SECTION


ASSIGNMENT BRIEF
Unit Number and title
Qualification
Term Start Date
Deadline/ Hand-in
Assessor

HND Business : Unit 30: INTERNET MARKETING


BTEC HND Business (Level 5)
14th September 2015
29th January 2016
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 it
applies 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 relevant
examples. 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 marketing


P 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. filesharing 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 to pass 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
Learning Hours:
Course: HND Business
60 Hours.

UNIT CODE: D/601/1102


CREDIT VALUE: 15 CREDITS
Term:

Level 5

Self-learning
hours: 90 hours.
Module Leader: Gasso

Lecturer: Suneth Fernando

Internal Verifier: Mr Dalton

Wilson
ASSIGNMENT TITLE:
Learners Name
Registration Number
Hand out Date:
Learning

Term:
Batch:
Intake:
Campus:
Submission Date:
Assessmen In this assessment you
Task
Evidence

Outcome

t Criteria

LO 1: Understand marketing

will have the opportunity

Numbe

Page

to present evidence that

number

1.1

shows you are able to:


Explain the elements of

1.2

internet marketing
Evaluate the internet

through the internet.

marketing mix.
1.3

Compare internet

marketing tools e-tools


1.4

Examine interactive order

processing.
LO2 : Be able to use the

2.1

Demonstrate the

internet for promotion using

mechanics of search

digital Marketing

engine marketing.

communications

2.2

Write the copy for a

suitable opt-in email


marketing newsletter.
2.3

Follow guidelines for best

practice in online public


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relations.

2.4

Demonstrate how
businesses can use new
digital media
communities, e.g. filesharing sites.

LO3: Be able to produce

3.1

market research to support

Conduct secondary

market research.

Customer Relationship

3.2

Design an online survey

Management.

3.3

Demonstrate the use of

electronic customer
relationship marketing
LO 4: Be able to design an

4.1

internet marketing plan

Produce an outline

internet marketing plan


4.2

Create a presentation on

pay per click advertising.


Please see that you include

Report attached: Yes

the Turnitin report. This

No

If no Reason:

% of the turn it in
report.

work will not be accepted


without 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
Final Due Date
18th week
Date

29th January 2016

Due

Final due date where e-learning will be blocked for

Task- 1
Due

End of Nov
End of Nov

Task- 2
Due

2nd week of

Task- 3
Due

Dec
2nd week of

Task - 4

Jan

19th week

JUNE 2015 intake

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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

Summary of the evidence required by the

Checklist
Task 1
Task 2
Task 3
Task 4
Unit Outcomes

student

Outcome

Evidence for the


criteria to pass.

Feedback

Evidence presented

Assessors

Internal

decision

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
P 1.1
P 1.1- Explain the
marketing through

elements of internet

the internet.

marketing
P 1.2

P 1.2- Evaluate the


internet marketing mix.

P 1.3

P 1.3- Compare
internet marketing
tools e-tools

P 1.4

P 1.4- Examine
interactive order
processing.
LO2. Be able to use

P 2.1- Demonstrate the

the internet for

mechanics of search

promotion using

engine marketing.

P2.1

digital
Marketing
communications

P 2.2 Write the copy

P2.2

for a suitable opt-in


email marketing
newsletter.
P 2.3 Follow

P2.3

guidelines for best


practice in online
public relations.
29

P2.4

P 2.4 Demonstrate
how businesses can use
new digital media
communities.

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

P 3.1 Conduct

produce market

secondary market

research to support

research.
P 3.2 Design an

Customer
Relationship
Management.

P3.1

online survey

P3.2

P 3.3 Demonstrate
the use of electronic

P3.3

customer
relationship
Marketing.
LO4 Be able to

P. 4.1 Produce an

design an internet

outline internet

marketing plan.

marketing plan.

P4.1

P4.2

P 4.2 Create a
presentation on pay
per click advertising.
Merit grades awarded

M1

Distinction grades

D1

M2
D2

M3
D3

P1

P2

P3

P4

Resubmit :

awarded
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Any other comments

Grade given by the tutor:


Pass
Tutors Signature:
IV Grading Check:

Merit

Distinction
Date:
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.)

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