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MGMT9049 - Ecommerce & Goal-Driven Sites

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Title:Ecommerce & Goal-Driven Sites
Long Title:Ecommerce & Goal-Driven Sites
Module Code:MGMT9049
 
Credits: 5
NFQ Level:Expert
Field of Study: Business & Management
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: Pio Fenton
Module Author: Zahid Aslam
Module Description: Websites that allow trading online - whether that means ecommerce, enquiry forms or driving telephone enquiries, are an increasingly important part of the economy. This module explores the challenges of using websites effectively to generate business.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Research and illustrate the customer journey as it travels through a variety of digital and real-world situations.
LO2 Develop and apply design planning skills to resolve customer issues.
LO3 Explore issues and find suitable outcomes to the challenges of trading on-line
LO4 Critically evaluate factors impacting ecommerce and website performance, analysing interdependencies within a framework.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Designing Websites For Desired Customer Outcomes
Measurement of Outcomes, Wireframing, User Testing, Basic Concepts of Usability, User Journey
Models of ecommerce
High street retaillers / bricks and clicks, online only retailers / virtual goods retaillers, affiliates, B2B Ecommerce
Sales Funnel Activities
Sales Funnel as a model, optimising acquisition e.g. Google Shopping, Conversion Rate Optimisation, optimising retention / renewals, email campaigns and email metrics.
Ecommerce issues
Platforms, payment providers, dealing with fraud, owned vs non-owned channels, personalisation, future of Ecommerce, SEO issues e.g. duplicate content, managing inventory.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Research a website usability issue and develop a marketing-led design solution. An example assessment might require students to study the website a company they know well, research issues on the website and design alternatives approaches. 1,2 30.0 Week 5
Project Design and develop a concept for a goal-orientated website. 1,3,4 70.0 Week 12
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lab Class-based instruction, practical work 2.0 Every Week 2.00
Independent Learning Self learning by student 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lab Combined Practical Work & Theory 2.0 Every Week 2.00
Independent Learning Self learning by student 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Steve Krug 2014, Don't Make Me Think, Revisited: A common Sense Approach to Web Usability, 3 Ed., New Riders [ISBN: 9780321965516]
  • Jesmond Allen, James Chudley 2012, Smashing UX Design: Foundations for Designing Online User Experiences, 1 Ed., John Wiley & Sons [ISBN: 9780470666852]
Supplementary Book Resources
  • Jakob Nielsen 1999, Designing Web Usability, 1 Ed. [ISBN: 978-156205810]
Supplementary Article/Paper Resources
Other Resources
  • Website: EConsultancyEConsultancy Website
  • Journal: Journal of Digital & Social Media Marketing , Henry Stewart Publications
  • Journal: Journal of Marketing Management, Taylor and Francis Group
  • Journal: Journal of Direct, Data and Digital Marketing Practice , Palgrave Macmillan
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMAS_9 Masters of Science in Digital Marketing Strategy 2 Elective

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie