London Centre of Marketing

Graduate Diploma in Travel & Tourism Marketing

Detailed Syllabus

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TTM GRADUATE LEVEL SYLLABI DRF R1.2 MARCH 2010

Title of Award Graduate Diploma in Travel & Tourism Marketing

Learning Hours 160 Guided Learning Hours (GLH) 320 Independent Learning Hours (ILH)

Structure Candidates must attempt a minimum of four modules in total. Three modules are mandatory and the candidate must complete at least one of the two optional modules successfully before the Award can be issued. Module Title International Marketing Strategic Marketing Management Entrepreneurship Business to Business Marketing Internet Marketing GLH 40 40 40 40 40 Mandatory Or Optional Mandatory Mandatory Mandatory Optional Optional Mode of Assessment Internally set, marked and moderated final examination Internally set, marked and moderated final examination Internally set, marked and moderated final examination Internally set, marked and moderated final examination Internally set, marked and moderated final examination Weighting 25% 25% 25% 25% 25%

Prerequisites Candidates must have completed the Professional Diploma Travel & Tourism Marketing Award or equivalent.

Guidance Materials Each syllabus contains a reading list with titles candidates should base their studies on. In addition, past examination papers for each module in this Award are also posted on our website.

Delivery The delivery of the Award will commence in January 2010.

Internal Quality Control All examination papers are internally set, marked and moderated.

UNIT SPECIFICATIONS 1 Title of Module International Marketing 2 Level 6 3 Guided Learning Hours 40 4 London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing of which this module is a component Optional or Mandatory Mandatory Value of module as a Proportion of the Award 25%

Qualification Title London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing 5 Aims and Objectives of this Module

This module puts marketing into the global context and shows the importance of international marketing in the era of globalization. It familiarizes candidates with the theoretical base for international marketing and provides them with a thorough understanding of the nature of the international market place and the complex and challenging forces that shape the current international business environment. Upon successful completion of the module the candidate should be able to: Explain the diversity of international markets and the range of environmental factors affecting them. Develop international marketing strategies including analysing the environment, entry strategies, and target market analysis. Assess the degree to which standardization in strategy and implementation is appropriate for success in international markets. 6 Learning Outcomes LO1 Critically evaluate the economic, political, demand, cultural and risk-related issues facing organisations entering international markets, and assess their implications for marketing strategies, activities and decisions Describe how to develop an international marketing strategy Evaluate alternative market entry strategies Develop appropriate marketing programmes for foreign markets, taking into account the environmental context and the standardisation vs. adaptation debate. Assess critical emerging issues in international marketing such as value chain analysis, supply chain management, corporate social responsibility and other issues

LO2 LO3 LO4

LO5

7 Content

LO1

Critically evaluate the economic, political, demand - related, cultural and risk-related issues facing organisations entering international markets, and assess their implications for marketing strategies, activities and decisions Understand the key stakeholders in the world trading environment: countries, trading block regions (e.g. European Union, ASEAN, NAFTA) and international bodies (e.g. IMF, World Bank, ILO and WTO). Social/cultural, legal, economic, political and technological environmental analysis of international markets International risk analysis Understanding customers' buying behaviour (consumer, business, institutional) in different countries at different stages of economic and political development using marketing research to identify opportunities, similarities and differences

LO2

Describe how to develop an international marketing strategy International marketing planning and the development of appropriates organizational structures, cultures and capabilities Stages in international marketing planning, implementation and evaluation. Human resource issues for international offices and markets.

LO3

Evaluate alternative market entry strategies Market entry strategies for SME organisations vs. large organisations. Exporting methods, licensing and franchising, strategic alliances and joint ventures, direct foreign investment and other entry methods. Political and legal challenges to alternative entry methods, including domestic content laws, foreign ownership rules, bribery and corruption issues.

LO4

Develop appropriate marketing programmes for foreign markets, taking into account the environmental context and the standardisation vs. adaptation debate. Developing brands for foreign markets local, regional and/or global branding. Product development for foreign markets standardisation vs. adaptation and legal requirements; portfolio planning Pricing for international markets: target market, currency and other economic issues. Market entry issues and local distribution and logistics issues. Promotion for foreign markets: cultural issues; legal constraints; and adaptation requirements, selection of agencies and consultancies Relationship marketing and customer service in foreign markets

LO5

Assess critical emerging issues in international marketing such as value chain analysis, supply chain management, corporate social responsibility and other issues Managing the value chain for efficiencies and improvements in service levels. Supply chain management in global markets: challenges, technologies, and management issues. New technologies Corporate social responsibility imperatives in international marketing

8 Assessment Criteria Learning Outcomes LO1 Critically evaluate the economic, political, demand related, cultural and riskrelated issues facing organisations entering international markets, and assess their implications for marketing strategies, activities and decisions. Content Understand the key stakeholders in the world trading environment: countries, trading block regions (e.g. European Union, ASEAN, NAFTA) and international bodies (e.g. IMF, World Bank, ILO and WTO). Social/cultural, legal, economic, political and technological environmental analysis of international markets International risk analysis Understanding customers' buying behaviour (consumer, business, institutional) in different countries at different stages of economic and political development using marketing research to identify opportunities, similarities and differences International marketing planning and the development of appropriates organizational structures, cultures and capabilities Stages in international marketing planning, implementation and evaluation. Human resource issues for international offices and markets. Assessment Criteria Outline the key stakeholder and stakeholder groups in the international trading environment and their main roles. Conduct an environmental risk analysis of an international market. Explain customer behaviour in international markets through marketing research

LO2 Describe how to develop an international marketing strategy

Explain the process of international marketing: planning and control Evaluate the marketing, financial implications and suitability of an international marketing strategy in a global perspective. Assess key human resource implications of international operations. Discuss the problems involved in evaluating and

LO3 Evaluate alternative market entry strategies

LO4 Develop appropriate marketing programmes for foreign markets, taking into account the environmental context and the standardisation vs. adaptation debate.

LO5 Assess critical emerging issues in international marketing such as value chain analysis, supply chain management, corporate social responsibility and other issues

Market entry strategies for SME organisations vs. large organisations. Exporting methods, licensing and franchising, strategic alliances and joint ventures, direct foreign investment and other entry methods. Political and legal challenges to alternative entry methods, including domestic content laws, foreign ownership rules, bribery and corruption issues. Developing brands for foreign markets local, regional and/or global branding. Product development for foreign markets standardisation vs. adaptation and legal requirements; portfolio planning Pricing for international markets: target market, currency and other economic issues. Market entry issues and local distribution and logistics issues. Promotion for foreign markets: cultural issues; legal constraints; and adaptation requirements, selection of agencies and consultancies Relationship marketing and customer service in foreign markets Managing the value chain for efficiencies and improvements in service levels. Supply chain management in global markets: challenges, technologies,

controlling an international marketing strategy Evaluate alternative market entry approaches for both SME and larger organisations. Discuss the potential legal and political challenges of different market entry strategies.

Assess the challenges vs. the benefits of developing local brands or global brands. Explain product decision challenges in international marketing and include a discussion of the standardisation vs. adaptation debate. Explain how to handle communication, distribution and logistical problems that arise from implementing a global marketing strategy Identify the pricing strategies employed on international markets and the currency and economic considerations Explain how to determine the most appropriate customer support and service strategy for the organisation in international markets. Explain how the organisation can manage and improve the value and supply chains and issues that arise in this management. Discuss new technologies

and management issues. New technologies Corporate social responsibility imperatives in international marketing

such as e-marketing technologies; distribution and logistics technologies and communication technologies in the context of international marketing. Explain the importance of corporate social responsibility programmes for international companies.

9 References Core Text Doole & Lowe (2008), International Marketing Strategy 5th Ed: Cengage

Supplementary Texts Keegan & Green (2005), Global Marketing 4th Ed: Pearson Cateora & Graham (2006), International Marketing 13th Ed: McGraw-Hill

UNIT SPECIFICATIONS

1 Title of Module Strategic Marketing Management 2 Level 6 3 Guided Learning Hours 40 4 London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing of which this module is a component Optional or Mandatory Mandatory Value of module as a Proportion of the Award 25%

Qualification Title London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing 5 Aims and Objectives of this Module

The module will provide candidates with a detailed knowledge of strategic marketing planning and management. The first part of the module considers the planned deployment of marketing resources to meet strategic marketing goals in the context of an 'external environment' which is largely outside the organisation's control. In the second part of the module, the various steps in the strategic marketing process will be examined in depth, including environmental analysis, strategy formulation, and implementation & control, Candidates will then develop knowledge of how to manage the strategy for maximum value. Upon successful completion of the module the candidate should be able to: Explain the theoretical framework for the strategic marketing processes of planning, implementation and control. Identify and prioritize factors for significance in the firms external and internal operating environment Implement strategic tools and techniques to develop an organizations core competencies and to identify and enhance growth opportunities Explain tools and techniques for leveraging marketing opportunities to maximize the organizations value.

6 Learning Outcomes LO1 LO2 Evaluate the organisations operating environment. Explain a range of marketing strategies and tactics to achieve marketing and organisational objectives. Implement the strategic plan and evaluate the impact and effectiveness of marketing decisions

LO3

LO4

Build upon the marketing and business position to move the organisation forward and maximize value

7 Content LO1 Evaluate the organisations operating environment. The strategic marketing planning process environmental analysis, strategy formulation, tactical considerations, implementation and control. Step one in the planning process situational analysis of macro, micro and internal environments, including customers and competitors, and tools used to gather the information. Prioritizing the situational factors for clarity, urgency, and significance to the strategic plan and to organizational objectives Explain a range of marketing strategies and tactics to achieve marketing and organisational objectives. What is strategy? How do strategic decisions differ from tactical decisions? The rational planning approach to strategy and other strategy approaches. Strategic tools: SWOT, Ansoff Matrix, Porters Generic Strategies, Boston Consulting Group Matrix, Exit/Milk/Consolidate Strategies, Branding and others Setting quantifiable and qualitative objectives. Approaches to budgeting Developing tactics to achieve strategic objectives: target marketing and segmentation ,positioning, product decisions, pricing policies and practices, communications and promotion, place and distribution, people strategies, customer service and customer relationship management (CRM) tools. Additional issues in strategic planning: corporate social responsibility, sustainability initiatives; the organization and society; supply chain management; globalization; and new technologies. Implement the strategic plan and evaluate the impact and effectiveness of marketing decisions Contingency Planning and planning under uncertainty Managing the implementation process Coordinating with other departments and with suppliers, distributors etc. Evaluation tools: financial analysis, sales variance analysis, profitability analysis, gap analysis, value-based marketing and others. Build upon the marketing and business position to move the organisation forward and maximize value Creating and leveraging brand equity Leveraging the Business and creating new business The global business and competing in the global marketplace.

LO2

LO3

LO4

8 Assessment Criteria Learning Outcomes LO1 Evaluate the organisations operating environment. Content The strategic marketing planning process environmental analysis, strategy formulation, tactical considerations, implementation and control. Step one in the planning process situational analysis of macro, micro and internal environments. Prioritizing the situational factors for clarity, urgency, and significance to the strategic plan and to organizational objectives. What is strategy? How do strategic decisions differ from tactical decisions? The rational planning approach to strategy and other strategy approaches. Strategic tools: SWOT, Ansoff Matrix, Porters Generic Strategies, Boston Consulting Group Matrix, Exit/Milk/Consolidate Strategies, Branding and others Setting quantifiable and qualitative objectives. Approaches to budgeting. Developing tactics to achieve strategic objectives: target marketing and segmentation, positioning, product decisions, pricing policies and practices, communications and promotion, place and distribution, people strategies, customer service Explain the alternative approaches to strategy formulation used in organizations. Evaluate a range of strategic tools to help an organization achieve its long term sustainable objectives. Explain different approaches to budgeting Given a range of strategic directions and objectives, suggest appropriate tactics to achieve them. Explore the challenges organizations face in a global environment where firms must demonstrate social responsibility and sustainability. Assessment Criteria Explain the strategic processes of planning and control in marketing Discuss how to carry out a situational analysis and the factors to consider. Identify the mechanisms for evaluating the situational factors for urgency and significance

LO2 Explain a range of marketing strategies and tactics to achieve marketing and organisational objectives.

and customer relationship management (CRM) tools. Additional issues in strategic planning: corporate social responsibility, sustainability initiatives; the organization and society; supply chain management; globalization; and new technologies. Contingency planning and planning under uncertainty Managing the implementation process Coordinating with other departments and with suppliers, distributors Evaluation tools: sales variance analysis, profitability analysis, gap analysis, value-based marketing and others. Discuss the mechanisms to improve the chances of successfully implementing the plan. Explain the scope of effective marketing feedback and control systems on strategic marketing Discuss the tools and mechanisms of management control available as strategic devices Discuss means for the organization build the business over the long term.

LO3 Implement the strategic plan and evaluate the impact and effectiveness of marketing decisions

LO4 Build upon the marketing and business position to move the organisation forward and maximize value

Creating and leveraging brand equity Leveraging the business and creating new business The global business and competing in the global marketplace.

9 References

Core Text Aaker (2007), Strategic Marketing Management 8th Ed: Wiley

Supplementary Texts Fifield (2007), Marketing Strategy 3rd Ed: Butterworth-Heinemann Kerin & Peterson (2008), Strategic Marketing Problems 11th Ed: Pearson

UNIT SPECIFICATIONS

1 Title of Module Entrepreneurship 2 Level 6 3 Guided Learning Hours 40 4 London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing of which this module is a component Optional or Mandatory Mandatory Value of module as a Proportion of the Award 25%

Qualification Title London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing 5 Aims and Objectives of this Module

The aim of this module is to allow candidates to develop the knowledge, skills and mindset relevant to entrepreneurship and small business, including the abilities to identify opportunities and turn those opportunities into successful ventures. Upon successful completion of the module the candidate should be able to: Evaluate opportunities for successful entrepreneurial ventures Explain how entrepreneurial enterprises and small business grow and develop and the role of the different functional areas in promoting growth. Understand the processes of innovation and creativity and how to foster and encourage these in themselves and others. Explain the key challenges and issues facing the SME (Small to medium enterprise) sector. 6 Learning Outcomes LO1 Explain the role of entrepreneurship within the economy and the key characteristics of the entrepreneur. Identify key enabling and constraining factors which impact on the entrepreneurial ventures growth and development. Develop a range of applied business and management skills to help develop the venture and to help an existing organisation become more entrepreneurial. Plan, finance, market and manage the entrepreneurial venture. Explore contemporary issues in entrepreneurship.

LO2

LO3

LO4 LO5

7 Content

LO1

Explain the role of entrepreneurship within the economy and the key characteristics of the entrepreneur. What is entrepreneurship and what is its role both within an existing organisation and in business start-ups? The nature and key attributes of entrepreneurs. The role and importance of the entrepreneurial and SME sector within the economy. Diversity of entrepreneurship: the family firm, the small business, the social and civic entrepreneur, the in-company entrepreneur.

LO2

Identify key enabling and constraining factors which impact on the entrepreneurial ventures growth and development. Evaluating the macro environment for the entrepreneurial venture Micro environmental analysis including the competition, suppliers, distributors, and the customers. Strengths and weaknesses of the entrepreneur Government and local authority support for the SME sector Legal issues related to the entrepreneurial venture, employees and customers.

LO3

Develop a range of applied business and management skills to help develop the venture and to help an existing organisation become more entrepreneurial. Evaluating the growth potential of a start up enterprise. Innovative and creative thinking and skills for the entrepreneurial venture, the entrepreneur and the employees. Leadership and management skills for the entrepreneur. Secondary and primary research gathering for the venture Research, information interpretation, critical analysis and evaluation skills.

LO4

Plan, finance, market and manage the entrepreneurial venture. Small business models and business formation: sole trader, partnerships, limited companies, social enterprise, co-operatives. Creating a business plan. Identifying sources of finances for the small business and preparing for the financial pitch to financial organisations or venture capitalists. Analysing the financial viability of the business, financial statements, cash flow analysis and basic financial analysis. Developing distinctive competencies, branding the venture and its products/services; positioning the venture within the marketplace, and developing marketing strategies and tactics. Managing, evaluating, growing and developing the venture.

LO5

Explore contemporary issues in entrepreneurship Internationalisation of the venture and of the SME sector. The E-Entrepreneur and ICT for the venture. Key growth sectors for SME ventures. The social and ethical entrepreneur

8 Assessment Criteria Learning Outcomes LO1 Explain the role of entrepreneurship within the economy and the key characteristics of the entrepreneur. Content What is entrepreneurship and what is its role both within an existing organisation and in business start-ups? The nature and key attributes of entrepreneurs/ The role and importance of the entrepreneurial and SME sector within the economy. Diversity of entrepreneurship: the family firm, the small business, the social and civic entrepreneur, the in-company entrepreneur. Evaluating the macro environment for the entrepreneurial venture Microenvironmental analysis including the competition, suppliers, distributors, and the customers. Strengths and weaknesses of the entrepreneur Government and local authority support for the SME sector Legal issues related to the entrepreneurial venture, employees and customers. Evaluating the growth potential of a start up enterprise. Innovative and creative thinking and skills for the entrepreneurial venture, the entrepreneur and the employees. Leadership and management Assessment Criteria Describe the key characteristics and attributes of the entrepreneur. Discuss alternative forms of entrepreneurial ventures and their importance in the economy.

LO2 Identify key enabling and constraining factors which impact on the entrepreneurial ventures growth and development.

Identify macro and microenvironmental factors that need to be researched in preparing the entrepreneurial venture. Discuss the role of government in the SME sector and key pieces of legislation affecting entrepreneurial ventures.

LO3 Develop a range of applied business and management skills to help develop the venture and to help an existing organisation become more entrepreneurial.

Explain tools for evaluating the growth potential of a start-up enterprise. Discuss the importance of innovation, creativity, leadership and management skills for the success of the enterprise. Identify key sources of

LO4 Plan, finance, market and manage the entrepreneurial venture.

LO5 Explore contemporary issues in entrepreneurship.

skills for the entrepreneur. Secondary and primary research gathering for the venture Research, information interpretation, critical analysis and evaluation skills. Small business models and business formation: sole trader, partnerships, limited companies, social enterprise, co-operatives. Creating a business plan. Identifying sources of finances for the small business and preparing for the financial pitch to financial organisations or venture capitalists. Analysing the financial viability of the business, financial statements, cash flow analysis and basic financial analysis. Developing distinctive competencies, branding the venture and its products/services; positioning the venture within the marketplace, and developing marketing strategies and tactics. Managing, evaluating, growing and developing the venture. Internationalisation of the venture and of the SME sector. The E-Entrepreneur and ICT for the venture. Key growth sectors for SME ventures. The social and ethical entrepreneur

information and key tools for gathering information needed in the entrepreneurial venture.

Evaluate the strengths and weaknesses of alternative business models. Outline and describe the key sections in a business plan. Evaluate alternative sources of finance for the entrepreneurial venture. Given a range of business statements and financial data, analyse the financial viability of the business. Explain key marketing processes and tools needed to make the venture a success.

Discuss the opportunities and challenges associated with internationalizing the entrepreneurial venture. Explain the role of key new technologies in increasing the efficiency, effectiveness and reach of the SME. Identify the key growth sectors for SMEs today and justify your response. Explain the role of the social and/or ethical entrepreneur and the nature of the social entrepreneurial venture.

9 References Core Text Burns (2006) Entrepreneurship and Small Businesses Palgrave

Supplementary Texts Rae (2008) Entrepreneurship Palgrave Burns (2007) Entrepreneurship and Small Business

UNIT SPECIFICATIONS

1 Title of Module Business to Business Marketing 2 Level 6 3 Guided Learning Hours 40 4 London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing of which this module is a component Optional or Mandatory Optional Value of module as a Proportion of the Award 25%

Qualification Title London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing 5 Aims and Objectives of this Module

The aim of this module is to provide candidates with a detailed understanding of the role of business-tobusiness marketing in contemporary business organisations. Candidates will be introduced to a wide range of analytical, managerial and theoretical techniques and concepts relevant to business-to-business marketing and the tools to critically evaluate these techniques and concepts. Upon successful completion of the module the candidate should be able to: Explain the differences between business to business marketing (B2B) and business to consumer marketing (B2C) Discuss the major adaptations that need to be made to the marketing mix when formulating plans for business markets rather than consumer markets Understand the alternative theoretical approaches to business to business marketing 6 Learning Outcomes LO1 Explain what differentiates business markets from consumer markets and business marketing from consumer marketing. Evaluate buyer behaviour in business to business markets Discuss the analytical, managerial and theoretical techniques and concepts relevant to business to business marketing. Discuss contemporary and ethical issues in business to business marketing.

LO2 LO3

LO4

7 Content

LO1

Explain what differentiates business markets from consumer markets and business marketing from consumer marketing. An introduction to business to business marketing How do business markets differ from consumer markets? How does business to business marketing (B2B differ from business to consumer marketing (B2C) The size of the B2B marketing sector and its economic impact. Marketing roles in the B2B sector. Evaluate buyer behaviour in business to business markets. Organisational buying behaviour Environmental factors influencing organisational buying behaviour B2B Market Segmentation Inter-organisational relationships Discuss the analytical, managerial and theoretical techniques and concepts relevant to business to business marketing. The underlying reasons for the trend towards a more relational approach, and away from traditional transactional approaches, in business marketing The circumstances in which 'relational' and 'transactional' approaches to organisational buying are likely to be encountered. B2B Marketing decision making process Organisational products and services Business marketing channels and supply chain management Pricing and Price negotiation. Personal selling strategies and issues in B2B marketing Corporate and product branding and promotional issues Building and maintaining relationships Discuss contemporary and ethical issues in business to business marketing. Analysing the cultural and inter-cultural factors affecting business-to-business marketing both within local and global contexts. Ethical dilemmas in business-to-business marketing and the bases for ethical decision making Business to business marketing and key new technologies.

LO2 LO3

LO4

8 Assessment Criteria Learning Outcomes LO1 Explain what differentiates business markets from consumer markets and business marketing from consumer marketing. Content An introduction to business to business marketing How do business markets differ from consumer markets? How does business to business marketing (B2B differ from business to consumer marketing (B2C) The size of the B2B marketing sector and its economic impact. Marketing roles in the B2B sector. Organisational buying behaviour Environmental factors influencing organisational buying behaviour B2B Market Segmentation Inter -organisational relationships Assessment Criteria Explain the main differences between business and consumer markets and B2B and B2C marketing. Discuss the importance of the B2B sector in the economy and the types of marketing positions available.

LO2 Evaluate buyer behaviour in business to business markets

LO3 Discuss the analytical, managerial and theoretical techniques and concepts relevant to business to business marketing.

The underlying reasons for the trend towards a more relational approach, and away from traditional transactional approaches, in business marketing The circumstances in which 'relational' and 'transactional' approaches to organisational buying are likely to be encountered. B2B Marketing decision making process Organisational products and services Business marketing channels and supply chain management Pricing and Price negotiation. Personal selling strategies

Identify the key players in organisational buying behaviour and their main roles and needs. Explain the process of market segmentation within the B2B sector. Discuss the importance of relationship building and maintenance within B2B marketing. Differentiate between transactional and relational approaches to marketing. Explain why relational approaches to marketing tend to be more significant in B2B marketing. Classify and discuss the range of products and services in B2B marketing. Discuss the challenges associated with distribution, logistics and supply chain management in B2B marketing. Discuss pricing policies and strategies in B2B marketing. Explain the important role of personal selling in B2B marketing and the strategies necessary for successful sales

LO4 Discuss contemporary ethical issues in business to business marketing.

and issues in B2B marketing Corporate and product branding and promotional issues Building and maintaining relationships Analysing the cultural and inter-cultural factors affecting business-tobusiness marketing both within local and global contexts. Ethical dilemmas in business-to-business marketing and the bases for ethical decision making Business to business marketing and key new technologies.

calls. Identify key issues in branding in the B2B sector and the main forms of promotion used. Identify key cultural and inter-cultural issues that B2B marketers may encounter in multi-cultural markets both at home and abroad, and how to manage them. Discuss a range of ethical dilemmas that can emerge in B2B markets and the bases for dealing with them. Identify and discuss key new technologies used in the marketing of B2B products and services.

9 Reference Core Text Brennan, Canning and McDowell (2007), Business-to-Business Marketing: Sage

Supplementary Texts Zimmermann and Blythe (2004), Business-to-Business Marketing Management: Thomson (Cengage) Hutt and Spey (2006), Business-to-Business Marketing Management: South-Western/ Thomson (Cengage)

UNIT SPECIFICATIONS

1 Title of Module Internet Marketing

2 Level 6

3 Guided Learning Hours 40

4 London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing of which this module is a component Optional or Mandatory Optional Value of module as a Proportion of the Award 25%

Qualification Title London Centre of Marketing Graduate Diploma in Travel & Tourism Marketing 5 Aims and Objectives of this Module

This module explores the use of technology for marketing purposes, with a particular focus on the internet. Candidates will gain skills to evaluate the comparative roles of online and offline marketing practice, and to assess some of the broader issues related to electronic marketing. Candidates will gain the analytical and practical skills necessary to assess and develop an organizations online marketing presence and to consider how technology can be successfully integrated within the broader marketing plan. Upon completion of this module, the candidate should be able to: Explain the role of the internet and other digital media in marketing Assess the advantages and disadvantages of digital marketing tools and techniques within the broader organisational marketing plan Evaluate an internet site for marketing purposes and suggest improvements Formulate an internet marketing plan for an organisation 6 Learning Outcomes LO1 Explain how the internet and other digital technologies can supplement an organizations marketing efforts. Identify the challenges and the benefits of online marketing. Develop an online marketing strategy Explain special and emerging issues in digital marketing

LO2 LO3 LO4

7 Content

LO1

Explain how the internet and other digital technologies can supplement an organizations marketing efforts. The evolution of the internet and other digital media as marketing tools. Applications of online marketing Alternative digital business models and different forms of online presence. The relationship between digital and traditional forms of communication Identify the challenges and the benefits of online marketing The key benefits of online marketing measurement, 24 hour shop front, customer convenience and many others. The technical and human resource challenges of developing an online marketing presence Search engines and search engine positioning Online consumer behaviour perspectives and challenges Privacy and security concerns myths and realities Improving the shopping experience with technology and service elements The offline elements of online marketing inventory, distribution, logistics and other issues. Ethical and legal issues in digital marketing Develop an online marketing strategy Conducting a situation analysis of the macroenvironment, competitors, customers, suppliers and potential partners. Determining the web site objectives and role within the greater marketing plan. Product and pricing decisions for the web site. Web site design: navigation, usability and content Getting Customers Interest, Desire and Action: Online and offline Promotion, Traffic and Brand Building Measuring web site effectiveness and tracking customers; web analytics Online customer service and relationship marketing Explain special and emerging issues in online and digital marketing Online partnerships and affiliate marketing Social marketing and web 2.0 the customer is in charge. The internet in business to business marketing marketplaces, EDI, and other opportunities The internet for micro and small businesses. Integrating the internet with other digital technologies such as mobile phones, digital television, and RFID Emerging and Future technologies including telepresence, digital signage, and others Online customer service and relationship marketing

LO2 LO3 LO4

8 Assessment Criteria Learning Outcomes LO1 Explain how the internet and other digital technologies can supplement an organizations marketing efforts. Content The evolution of the internet and other digital media as marketing tools. Applications of online marketing Alternative digital business models and different forms of online presence. The relationship between digital and traditional forms of communication. The key benefits of online marketing measurement, 24 hour shop front, customer convenience and many others. The technical and human resource challenges of developing an online marketing presence Search engines and search engine positioning Online consumer behaviour perspectives and challenges Privacy and security concerns myths and realities Improving the shopping experience with technology and service elements The offline elements of online marketing inventory, distribution, logistics and other issues. Ethical and legal issues in digital marketing Conducting a situation analysis of the macroenvironment, competitors, customers, suppliers and potential partners. Determining the web site objectives and role within the greater marketing plan. Product and pricing decisions for the web site. Assessment Criteria Explain the different purposes for which an organization can set up an online presence. Evaluate alternative digital business models.

LO2 Identify the challenges and the benefits of online marketing

Outline the key benefits and the key challenges of online marketing. Describe the key technical and human resource challenges that organizations face when deciding to establish an online presence. Explain the concept of search engine positioning and its costs and benefits. Explain key elements of online consumer behaviour and online consumer needs and expectations. Discuss the offline functions that an organization must invest in to ensure a seamless and effective customer service. Outline the existing and emerging digital media laws and regulations affecting both customers and organizations. Describe the factors that an organisation needs to research and consider before setting up an online presence. Outline the steps in developing an online marketing strategy. Explain the role of a web site within an organisations overall marketing plan. Explain key navigation,

LO3 Develop an online marketing strategy

LO4 Explain special and emerging issues in online and digital marketing

Web site design: navigation, usability and content Getting Customers Interest, Desire and Action: Online and offline Promotion, Traffic and Brand Building Measuring web site effectiveness and tracking customers; web analytics Online customer service and relationship marketing Online partnerships and affiliate marketing Social marketing and web 2.0 the customer is in charge. The internet in business to business marketing marketplaces, EDI, and other opportunities The internet for micro and small businesses. Integrating the internet with other digital technologies such as mobile phones, digital television, and RFID Emerging and Future technologies including telepresence, digital signage, and others Online customer service and relationship marketing

usability, and content factors for an effective web site. Explain the key tools used to make the internet one of the most measurable of marketing media. Discuss how marketers can improve the online experience for customers.

Discuss the advantages and disadvantages of online partnerships and affiliate marketing. Evaluate the advantages and disadvantages of web 2.0 developments for companies today. Explain the benefits of technologies for business to business marketing. Outline ways in which organisations can enhance online customer service and build long term relationships with customers.

9 References Core Text Chaffey, D. Ellis-Chadwick, F. Johnston K, Mayer R. (2008), Internet Marketing: Strategy, Implementation and Practice 4th Ed: Pearson

Supplementary Texts Siegel, C.F. (2006), Internet Marketing Foundations and Applications: South-Western (Cengage)