| Title: | Ecommerce & Goal-Driven Sites |
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| Long Title: | Ecommerce & Goal-Driven Sites |
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| Field of Study: |
Business & Management
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| Valid From: |
Semester 1 - 2019/20 ( September 2019 ) |
| 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 |
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 |
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Designing Websites For Desired Customer Outcomes
Measurement of Outcomes, Wireframing, User Testing, Basic Concepts of Usability, User Journey.
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Models of ecommerce
High street retailers / bricks and clicks, online only retailers / virtual goods retailers, affiliates, B2B Ecommerce.
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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.
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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.
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| Assessment Breakdown | % |
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| Course Work | 100.00% |
| Course Work |
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| 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 of a company they know well, research issues on the website and design alternative approaches. |
1,2 |
45.0 |
Week 5 |
| Project |
Design and develop a concept for a goal-orientated website. |
1,3,4 |
55.0 |
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 |
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- Steve Krug 2014, Don't Make Me Think, Revisited: A common Sense Approach to Web Usability, 3rd Ed., New Riders [ISBN: 9780321965516]
- Jesmond Allen, James Chudley 2012, Smashing UX Design: Foundations for Designing Online User Experiences, 1st Ed., John Wiley & Sons [ISBN: 9780470666852]
| | Supplementary Book Resources |
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- Jakob Nielsen 1999, Designing Web Usability, 1st Ed. [ISBN: 978-156205810]
| | Supplementary Article/Paper Resources |
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- Afrina Yasmin, Sadia Tasneem, Kaniz Fatema 2015, Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study, International Journal of Management Science and Business Administration, Issue 5, April 2015, 11
| | Other Resources |
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- 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
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Module Delivered in
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