CLA1-RC_BMP6006-19 RC_BMP6006_E Commerce and Contemporary Marketing Practice

This module is designed to help you gain knowledge and skills so that you can critically assess contemporary marketing environments and develop strategic marketing plans that support value creation. You will evaluate traditional and digital theories and concepts, and critically analyse the issues concerned with contemporary marketing planning, including macro environmental assessment, marketing mix development and market entry strategies. You will be given the opportunity to critically review contemporary marketing case studies, with an emphasis on the rise of, nature, and impact, of digital technology, E-Commerce and multichannel marketing. You will develop and critically apply knowledge and skills to help you identify and appraise marketing opportunities for both service and product marketing and apply methodologies for successful online and offline planning in domestic and international markets.