| Assignment 1 | Assignment 2 | Assignment 3 | Assignment 4 |
| pdf version | pdf version | pdf version | pdf version |
| Word version | Word Version | Word Version | Word Version |
| P1 | P2 M1 D1 | P3 | P4 M2 |
Description of unit
Internet marketing is sometimes treated as a separate type of marketing but in this
unit learners will find that the underpinning marketing principles remain and are
enhanced and supported by new technologies. The nature of technological
development is such that information and communication technology (ICT) can seem
to move faster than the market itself, so products and technologies become out of
date almost as soon as they reach the mainstream customer.
In this unit learners will be introduced to the main areas of marketing (and the
marketing mix) which have been affected by the internet. They will look at how the
promotional aspects have been transformed, how product development has been
speeded up and even how new products have resulted from the existence of the
internet itself. They will also learn how information can be used to enable a better
match between the customer and the product.
Internet marketing therefore, is about the use of the internet in achieving marketing
success rather than being about the technology itself. As customers demand more
from digital technologies, the technologists themselves are integrating functions and
making it easier for more customers to take part. This is a trend that marketers can
use to their advantage.
There are challenges associated with this increased access to information, not only
for the business but also for customers and competitors, and these are also
examined. Learners will have the opportunity to investigate the role of ICT in the
marketing activities of a selected organisation.
Learning outcomes
On completion of this unit a learner should:
1 Know what role internet marketing has within a modern marketing context
2 Understand the benefits of internet marketing to customers
3 Understand the opportunities offered to businesses by internet marketing
4 Be able to investigate the challenges faced by businesses using internet
marketing.