Unit 12 Internet Marketing in Business

Unit 12 Internet Marketing in Business - Unit 12 Internet...

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Edexcel BTEC Level 3 Nationals specification in Business – Issue 1 – January 2010 © Edexcel Limited 2009 1 Unit 12: Internet Marketing in Business Unit code: M/502/5432 QCF Level 3: BTEC National Credit value: 10 Guided learning hours: 60 Aim and purpose The aim of this unit is to enable learners to develop an understanding of the fundamental concepts that underpin the reasons business is conducted online with reference not only to the benefits and drawbacks to businesses and customers but also the effects on society at large. Unit introduction Internet marketing is sometimes treated as a separate type of marketing but, in this unit, learners will find that the underpinning marketing principles remain the same and are enhanced and supported by new technologies. The nature of technological development is such that information and communications technology (ICT) can seem to move faster than the market itself, so products and technologies are out of date almost as soon as they reach the mainstream customer. In this unit learners will be introduced to the main areas of marketing that have been affected by the internet. They will look at how the promotional aspects have been transformed, how product development has been speeded up and even how new products have resulted from the existence of the internet itself. They will also learn how information can be used to enable a better match between the customer and the product. Internet marketing, therefore, is about the using the internet in achieving marketing success rather than being about the technology itself. As customers demand more from digital technologies, the technologists themselves are integrating functions and making it easier for more customers to take part. This is a trend that marketers can use to their advantage. There are challenges associated with this increased access to information, not only for the business but also for customers and competitors, and these are examined. Learners will have the opportunity to investigate the role of ICT in the marketing activities of a selected organisation. Learning outcomes On completion of this unit a learner should: 1 Know what role internet marketing has within a modern marketing context 2 Understand the benefits of internet marketing to customers 3 Understand the opportunities offered to businesses by internet marketing 4 Understand the challenges faced by businesses using internet marketing.
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Edexcel BTEC Level 3 Nationals specification in Business – Issue 1 – January 2010 © Edexcel Limited 2009 2 Unit content 1 Know what role internet marketing has within a modern marketing context Marketing : increased integration of marketing mix (4 Ps) and extended mix (7 Ps); relationship marketing; importance of identification of new product and market development opportunities; modern information and communications technologies (ICTs); strategies to achieve business objectives; technology-enabled targeting and segmentation eg demographical, psychographic, economic, usage based; business-to-business
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