The Hang Seng University of Hong Kong

Bachelor of Business Administration (Honours) (BBA) Programme

Module Outline: E-Marketing

Programme Title: Bachelor of Business Administration (Hon.) (BBA) Prog.

Year of Study: 4
Semester: 2
Study Area: Business Education
Subject: Marketing

Module Title: E-Marketing

Module Code: BUS4002
Core/Elective: Elective
Number of Credits: 3
Pre-requisite Module(s): Principles of Marketing
Co-requisite Module(s): Nil
Department Responsible: Department of Marketing
Module Coordinator and Dr. Lawrence Lo, Assistant Professor
Lecturer: (3963 5189 | lawrencelo@hsu.edu.hk | D706)
Office Hours: TBC

Module Summary
This module is designed to help the students understand how to create stakeholder value by creating
an Internet presence. It facilitates students to analyze the Internet user characteristics and consumer
behavior in the networked-economy. It also focuses on the knowledge and skills related to marketing
plan, marketing mix and branding strategies in the e-marketing environment.

Aim of Module
This module aims to introduce students to the basic ideas and concepts in e-marketing and enable
them to integrate traditional marketing knowledge and skills with Internet technologies, so as to
leverage on the essence in e-marketing strategies.

Module Objectives
Upon completion of this module, students should be able to:
a) demonstrate knowledge of Internet, customer relationships and e-marketing concepts;
b) analyze and interpret Internet user characteristics and consumer behavior for managerial
decision-making;
c) incorporate a framework of e-marketing programs as part of an overall integrated marketing

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 program; and
d) apply e-marketing practices with a balance between strong brand establishment and public policy
compliance.
Module Content
Readings: FFS = Frost, Fox & Strauss; MO = Mohammed et al.
Weeks Lecture Topics Readings
Week 1 Topic 1: Introduction to E-Marketing FFS ch1 Internet/ e-Marketing, m-
 History of Internet
2-6 Sep 19 Marketing
 Scope and stages of Internet
marketing FFS ch4 e-Marketing environment
and  Marketing strategies and e-biz MO ch1 Scope and Stages of Internet
model
Marketing
Week 2 MO ch2 Marketing opportunity
9-13 Sep 19 FFS ch2 Strategic e-Marketing
FFS ch8 STDP
MO ch3 Marketing Strategy in Internet
Marketing
Week 3 Topic 2: Customer Interface and Customer FFS ch15 CRM
Relationships
16-20 Sep 19  Significance and elements of MO ch5 Customer Interface
customer interface MO ch6 Customer Relationship
 Customer relationships
 Effects of the Internet on
customer relationships

Week 4 Topic 3: Internet User Characteristics, Consumer FFS ch6 e-Marketing Research
Behavior Online and E-Marketing Research
23-27 Sep 19  Internet user characteristics FFS ch7 Customer Behavior Online
 Consumer behavior in the e- MO ch2 Customer Research
business environment
 Technologies and data collection MO ch4 Customer Experience (Internet
User Char.)
MO ch15 Leveraging CIS through
Technology
Week 5 Topic 4A: Product Strategy FFS ch9 Product
 Products in the e-marketing
30 Sep – environment MO ch7 Product
4 Oct 19 Products and customer relationships

and

Week 6
8-11 Oct 19

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 11 Oct 19 Group assignment submission NA
Friday, by 23:59
(Fri)
Week 7 Group assignment presentation NA
14-18 Oct 19
Week 8 Topic 4B: Pricing Strategy FFS ch10 Price
21-25 Oct 19 MO ch8 Price
26 Oct 19 Mid-term Exam: (Tentative details) NA
(Sat)  Date: 26 Oct 2019 (Saturday)
 Time: 1:00 – 1:45 pm (45 min.)
 Venue: Hall
 Format: 45 MCs
 Scope: Topics 1-4A
Week 9 Topic 4C: Distribution Strategy FFS ch11 Place
28 Oct – MO ch11 Place
1 Nov 19
Week 10 Topic 5A: Interactive Communication FFS ch12 e-Marketing Communication
 Online advertising
4-8 Nov 19  Community creation in the Tools
networked-economy MO ch9 Communications
Week 11 Topic 5B: Community Marketing FFS ch13 Engaging Customer with Social
 Value of community to e-
11-15 Nov 19 commerce Media
 Creating effective communities FFS ch14 Buying digital Media Space
 Marketing through social media:
blogs, podcasts, wikis, video MO ch10 Community
 Social networks, online
communities and virtual worlds
15 Nov 19 Group project submission NA
Friday, by 23:59
(Fri)
Week 12 Group project presentation
18-22 Nov 19 Topic 6A: Branding
 Branding in the e-marketing FFS ch9 Branding
environment FFS ch2 Performance Metrics
Develop and measure brand equity in the e-
marketing environment Information Strategy
MO ch12 Branding
MO ch16 Metrics
Week 13 Group project presentation
25-29 Nov 19 Topic 6B: Public Policy
 Permission and Privacy in the e- FFS ch4 E-communication Payment and
marketing environment Trust Issues
 Legal aspects
FFS ch5 Ethical and Legal Issues
MO ch12 Immutable Laws of Internet
Branding

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 Week 14 Buffer for presentation or student driven revision NA
2-6 Dec 19

Required Reading
Frost, R., Fox, A.K., and Strauss, J. (2019). E-Marketing (8th ed.). NY: Routledge/Taylor & Francis.

Mohammed, R. A., Fisher, R. J., Jaworski, B. J. and Paddison, G. J. (2004). Internet Marketing:
Building Advantage in a Networked Economy (2nd ed.). NY: McGraw-Hill/Irwin.

 Hong Kong Trade Development Council (2018). Information and Communications Technology
Industry in Hong Kong, accessed on 13 Aug 2018, url:
http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-
Profiles/Internet-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X0060U6.htm
 Census and Statistics Department, HKSAR Government (2016). Thematic Household Survey
Reports No. 59, accessed on 13 Aug 2018, url:
http://www.statistics.gov.hk/pub/B11302592016XXXXB0100.pdf
 Census and Statistics Department, HKSAR Government (2018). Thematic Household Survey
Reports No. 64, accessed on 13 Aug 2018, url:
https://www.statistics.gov.hk/pub/B11302642018XXXXB0100.pdf
 Census and Statistics Department, HKSAR Government (2017). Usage of IT and the Internet by
HK Residents (2000-2016), accessed on 13 Aug 2018, url:
https://www.statistics.gov.hk/pub/B71711FB2017XXXXB0100.pdf
 The Hong Kong Advertisers Association (HK2A) (2018), Advertising Spending Projections
2018, accessed on 13 Aug 2018, url:
http://hk2a.com/images/news/HK2A_AdSpend2018_PressRelease.pdf

Teaching Approach and Learning Activities

The module content will be mainly delivered through lectures followed by small group
teaching/tutorials. Students are given opportunities to have discussions, group project presentations
and case studies related to the local context to consolidate their learning. Students are also expected
to use IT to search and analyse information and for presentations.

Teaching Mode
One lecture teaching /small group tutorial of 3 hours each per week (total 14 weeks)

Assessment
Class participation: 10%
Assignment: 40%

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Midterm examination 15%
End-of-module examination: 35%

The examination will be used to assess students’ abilities in problem-solving and their conceptual
and procedural knowledge. The group project will be used to assess students’ ability to integrate their
knowledge and their creative and critical thinking skills. Students are required to submit an
individual assignment consolidating and applying their understanding of solving particular problems
in specific business situations. Students will be assessed on their participation in discussion and on
presentation in class.

Policy on plagiarism offence

Plagiarism is a serious academic offence. It involves both stealing other people’s work and lying
about it afterward.

Penalty for plagiarism is as follows:

1. zero mark is given to the particular assignment for the first time offence;
2. zero mark is given to the whole module (which could be different from that of the first offence)
for repeated offence and
3. expulsion from school if the student is found committing it for the third time.

Record of offence would be kept in the computer system for monitoring of repeated offence. A
warning letter would be issued to the student concerned, and the misconduct would be indicated in
his/her academic records.
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