Download Internet Marketing

The Further Education and Training Awards Council (FETAC)
was set up as a statutory body on 11 June 2001
by the Minister for Education and Science.
Under the Qualifications (Education & Training) Act, 1999,
FETAC now has responsibility for making awards
previously made by NCVA.
Module Descriptor
Internet Marketing
Level 5
L21683
www.fetac.ie
1
Module Title
Internet Marketing
2
Module Code
L21683
3
Level
5
4
Credit Value
1
5
Purpose
The purpose of this module is to:
1. Provide learners with an understanding of classical
marketing concepts and traditional media used.
2. Introduce learners to the newest medium available to
marketers – the Internet – and to understand the applications
and opportunities that it can offer marketers.
6
Preferred
Entry Level
7
8
Special
Requirements
Level 4 Certificate, Leaving Certificate or equivalent
qualifications and/or relevant life and work experiences.
None.
General Aims
Learners who successfully complete this module will:
8.1
understand the fundamental concepts of traditional marketing
8.2
distinguish between traditional marketing concepts and internet
marketing concepts
8.3
understand the development of new forms of marketing from
mass marketing theory through to direct marketing and internet
marketing and the reasons for such developments
8.4
outline the stages in developing an integrated internet marketing
strategy and classical marketing strategy for an organisation
8.5
understand the applications of internet marketing in relation to
brand building, P.R., customer service, selling and relationship
building
8.6
understand the key marketing issues when creating an
organisation’s web-site
8.7
appreciate the role of market research in internet marketing
1
9
Units
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
10
Traditional Marketing Concepts
Traditional Marketing and Internet Marketing Compared
Internet Marketing Strategy
Passive Internet Marketing
Active Internet Marketing
Specific Learning
Outcomes
Unit 1
Traditional Marketing Concepts
Learners should be able to:
10.1.1
define the marketing concept
10.1.2
explain the function of marketing within an organisation
10.1.3
distinguish between a product and a service
10.1.4
outline the elements of the marketing mix and their
interdependent relationship
10.1.5
identify the elements of the traditional promotional mix
10.1.6
outline the traditional channels of distribution available for
consumer and industrial goods/services
10.1.7
identify the most common pricing policies used
10.1.8
explain the function of branding
10.1.9
identify the elements of the marketing plan and its importance
within the organisation
10.1.10
explain the role of M.I.S within marketing
10.1.11
identify the range of traditional market research methods
available to the marketer
Unit 2
Traditional Marketing and Internet Marketing Compared
Learners should be able to:
10.2.1
outline the change in marketing from a mass market focus to a
direct/relational market focus
10.2.2
understand the reasons for the development of direct/relational
marketing (e.g. technological, social, economic)
10.2.3
define the internet and its components
10.2.4
understand the impact of this medium upon marketing
10.2.5
outline the differences between internet marketing concepts and
traditional marketing concepts
2
Unit 3
Internet Marketing Strategy
Learners should be able to:
10.3.1
state possible internet marketing objectives
10.3.2
outline key strategies for internet marketing
10.3.3
understand the steps involved in developing an internet
marketing plan
10.3.4
recognise the role of the organisation’s internet marketing plan
within the overall marketing plan of the organisation
identify market research applications and sources available on
the internet
10.3.5
access relevant market research websites on line
10.3.6
identify various methods available to measure and analyse web
site traffic (e.g. hits, page impressions, cookies, access logs etc.)
10.3.7
assess the effectiveness of the various web site traffic analysis
traffic
10.3.8
define the term “netiquette”
10.3.9
outline the importance of understanding and following
netiquette when developing an internet marketing plan
Unit 4
Passive Internet Marketing
Learners should be able to:
10.4.1
outline the marketing concerns when developing a website (e.g.
choice of domain name, keywords, meta tags etc.)
10.4.2
understand the importance of appropriate listing for web site
success
10.4.3
list the major search engines and directories in operation on the
internet
10.4.4
outline the procedure for submission of a website to relevant
search engines and directories
10.4.5
explain the different methods an organisation can use to promote
its website using traditional media
10.4.6
define newsgroups and understand the role they can play in the
promotion of a website
10.4.7
define mailing list and understand the role they can play in the
promotion of a website
10.4.8
access releva nt newsgroups and mailing list using specialist
search engines (e.g. www.liszt.com , www.deja.com )
10.4.9
understand the role contra links can play in the promotion of a
website
3
10.4.10
define banner advertising and the role it can play in promoting a
website
10.4.11
identify the various organisations that are involved in selling and
exchanging on line advertising (e.g. link exchange, yahoo, etc.)
10.4.12
outline the key factors that influence the location of an
organisation’s online advertising (e.g. cost, target audience,
control, reporting functions etc.)
10.4.13
understand the role affiliate programmes play in online
marketing
Unit 5
Active Internet Marketing
Learners should be able to:
11
10.5.1
outline ways in which a web site can be used to build brand
equity
10.5.2
understand the role Public Relations plays within the
promotional mix
10.5.3
identify the various P.R. tools and techniques available to the
internet marketer (newsgroups, company information page,
online events, mailing lists, online press releases etc.)
10.5.4
identify ways an organisation can use its website to develop
relations with its target audience (e.g. personalised e-mail,
newsletters, online list brokers etc.)
10.5.5
explain the importance of involving visitors to your website as a
means of encouraging loyalty and revisits
10.5.6
outline the methods used to encourage visitor involvement (e.g.
guestbooks, feedback forms, bulletin boards, maps links etc.)
10.5.7
identify the key issues that need to be examined when opening a
cyber store/e-commerce site e.g. security, privacy, consumer
buying behaviour, stages of buying process etc.
Assessment
Summary
14
Portfolio of Coursework
100%
The performance criteria are detailed in the accompanying
individual marking sheet
Grading
Pass
Merit
Distinction
50 - 64%
65 - 79%
80 - 100%
4
Internet Marketing
Individual Candidate
Marking Sheet 2
L21683
Portfolio of Coursework 100%
Candidate Name: _______________________________ PPSN: ________________________
Centre: __________________________________________________ Centre No.: _________
Maximum
Mark
Assessment Criteria
Search Engine Assignment (25%)
Importance of search engines/directories
Definition of main categories of search engines/directories
Process involved in website submission to search engines
Process involved in website submission to search directories
Practical application – chosen search engine/directory
Personnel involved and their duties
Layout – use of report structure
3
3
3
3
6
3
4
Sub Total
25
Research Proje ct (45%)
Content (see module heading – 3 orgs x 11 marks)
Conclusions/analysis (3 orgs x 3 marks)
Presentation/layout (3 orgs x 1 mark)
33
9
3
Sub Total
45
Internet Marketing Plan
Executive Summary
Organisational Background
Situational analysis
Marketing Strategy
Financials
Controls/Evaluation
Presentation of Assignment (layout, language etc.)
2
2
8
12
2
2
2
Sub Total
30
TOTAL MARKS
This mark should be transferred to the Module Results Summary Sheet
Candidate
Mark
100
Internal Assessor’s Signature: __________________________________ Date: ____________
External Authenticator’s Signature: _____________________________ Date: ____________
5
FETAC Module Results Summary Sheet
Module Title:
Internet Marketing
Module Code: L21683
Assessment Marking Sheets
Candidate Surname
Maximum Marks per Marking Sheet
Candidate Forename
Mark Sheet
1
25
Mark Sheet
2
45
Signed:
Internal Assessor: _______________________________________________ Date: ____________________
This sheet is for internal assessors to record the overall marks of individual candidates. It should be retained in the centre.
The marks awarded should be transferred to the official FETAC Module Results Sheet issued to centres before the visit of
the external Authenticator.
Mark Sheet
3
30
Total
Marks
100%
Grade*
Grade*
D: 80 - 100%
M: 65 - 79%
P: 50 - 64%
U: 0 - 49%
W: candidates entered who did not present for assessment