MGMT9049 - Ecommerce & Goal-Driven Sites

Module Details

Module Code: MGMT9049
Title: Ecommerce & Goal-Driven Sites
Long Title: Ecommerce & Goal-Driven Sites
NFQ Level: Expert
Valid From: Semester 1 - 2019/20 ( September 2019 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 1 programme(s)
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:
# Learning Outcome Description
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.
Dependencies
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 MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
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
 
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 retailers / bricks and clicks, online only retailers / virtual goods retailers, 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.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Practical/Skills Evaluation % of Total Mark 45
Timing Week 5 Learning Outcomes 1,2
Assessment Description
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.
Assessment Type Project % of Total Mark 55
Timing Week 12 Learning Outcomes 1,3,4
Assessment Description
Design and develop a concept for a goal-orientated website.
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 University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lab Contact Class-based instruction, practical work Every Week 2.00 2
Independent Learning Non Contact Self learning by student Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lab Contact Combined Practical Work & Theory Every Week 2.00 2
Independent Learning Non Contact Self learning by student Every Week 5.00 5
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, 3rd. New Riders, p.216, [ISBN: 9780321965516].
  • Jesmond Allen, James Chudley. (2012), Smashing UX Design: Foundations for Designing Online User Experiences, 1st. John Wiley & Sons, p.446, [ISBN: 9780470666852].
Supplementary Book Resources
  • Jakob Nielsen. (1999), Designing Web Usability, 1st. p.432, [ISBN: 978-156205810].
Supplementary Article/Paper Resources
Other Resources
  • Website, EConsultancy. EConsultancy Website,
    https://econsultancy.com/
  • 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 Master of Science in Digital Marketing Strategy 2 Elective