Module Handbook
Faculty of Business, Computing and Digital
Industries
School of Business
(On-campus)
E-Business and E-Marketing
Module.
2025-26
C
ontents
Module Handbook 1
Contents 2
Module Introduction 3
Module Leader Welcome 3
Module Guide 5
Module Code and Title 5
Module Leader Contact Details and Availability 5
Module Team Tutors Contact Details and Availability 5
Module Teaching 5
Module Intended Learning Outcomes 5
Summary of Content 6
Assessment and Deadlines 6
Use of Generative Artificial Intelligence in this module 8
Assessment Criteria Grid 9
Essential Library and Learning Resources 12
Academic Support 13
Race Equality 14
Your Module at a Glance – Teaching and Learning 15
Your Module at a Glance – Employability 20
Module Introduction
Module Leader Welcome
Hello
A very warm welcome to the E-Business and E-Marketing module.
I hope that you find this Module Handbook helpful in supporting your studies and that
it provides you with all the information you need to know about this module.
It connects with the rest of your degree programme as it is designed to provide a
comprehensive understanding of how the business landscape has changed
dramatically in recent years. The rise of the internet and digital technologies has
transformed the way business operate and interact with customers. In this module,
we’ll delve into the world of e-business and e-marketing, equipping you with the
knowledge and skills to navigate this dynamic environment.
Our journey begins by exploring how companies position themselves in both the
traditional and electronic marketplaces. We’ll analyse the strengths and weaknesses
of each approach, equipping you to critically evaluate a company’s current strategy
and identify potential areas for improvement.
Next, we’ll shift gears and dive into the world of e-business and e-marketing strategy
development. We’ll appraise various options, including content marketing, social
media marketing, and search engine optimisation (SEO). By the end of this section,
you’ll be able to formulate a comprehensive e-marketing strategy tailored to specific
business needs.
But the strategy is only half the battle. The real magic happens when we explore the
“how.” We’ll delve into the exciting world of modern technologies and their impact on
business operations. From social media platforms to big data analytics, we’ll examine
how these technologies can be utilised in key areas like marketing, customer
relationship management (CRM), and sales.
By the end of this module, you’ll have gained a comprehensive understanding of the
e-business and e-marketing landscape. You’ll be able to critically analyse company
positioning, develop effective e-marketing strategies, and leverage modern
technologies to achieve your business goals.
On page 15, you will see your module at a glance. This document helps you
understand your assessment for Level 6, how it connects to your programme
outcomes, and to the graduate attributes (skills and behaviours) you will develop
during your studies. This handbook is designed to help you understand what you have
to do for this module and to explain why you are being assessed in a particular way.
This will include, the teaching sessions you attend, and how the module assessment
will support you in completing your level of study.
All assessments included at your current level of study have been aligned against the
programme outcomes to ensure you achieve these. These outcomes are included at
the end of this document. We have designed your assessment so that it supports you
to make meaningful connections across all the content you will study during this
academic year. This handbook sets out the key assessment dates so you know when
you will need to submit work and when you can expect your feedback.
There will be two assessments used to evaluate your performance in this module. The
first assessment is a 10-minute recorded video presentation, and the second
assessment is an Analytical review report based on the topic you select for your first
assessment. Further details will be provided in the subsequent pages.
During this module, you will be asked to complete both your recorded video
presentation and Individual Analytical report Semester 1.
On successful completion of your module, when you apply for jobs, you will be able to
discuss the following transferable skills that you have developed in this module:
- Strategic thinking: You’ll have the ability to analyse market trends and consumer
behaviour to devise effective digital marketing strategies. - Communication: You’ll have the capacity to articulate complex digital marketing
concepts and recommendations clearly, both in written reports and oral
presentations. - Collaboration: You’ll have experience working collaboratively in group settings to
develop comprehensive digital marketing plans. - Problem-solving: You’ll possess the skill to identify challenges in digital marketing
efforts and propose innovative solutions to address them. - Adaptability: You’ll be ready to adapt to evolving digital marketing landscapes and
incorporate new technologies and platforms into strategies. - Project management: You’ll demonstrate competence in managing timelines,
resources, and stakeholders to execute digital marketing initiatives effectively. - Critical thinking: You’ll have the ability to evaluate the performance of digital
marketing campaigns objectively and make data-driven adjustments for
continuous improvement.
I am looking forward to your active participation and contribution to a stimulating
learning environment. Wishing you all the best for a successful and insightful module.
Faisal Iftikhar
Module Leader
Module Guide
Module Code and Title
Module Code: BMM6582
Module Title: eBusiness & eMarketing
Module Leader Contact Details and Availability
Faisal Iftikhar
Email: f.iftikhar@wic.ac.uk
Office: Staff Room 3rd Floor, Glebe House, Barking, IG11 7NR
Phone: 02070180430
Office hours: Sunday – Thursday, 0900 – 1700 hrs.
Module Team Tutors Contact Details and Availability
Ajewole Olajide: a.olajide@wic.ac.uk
Leonardo Baptista: l.baptista@wic.ac.uk
Mazen Joureih: m.joureih@wic.ac.uk
Merlin Atchuthen: m.atchuthen@wic.ac.uk
Michael Shokunbi: m.shokunbi@wic.ac.uk
Mubashir Jahengir: m.jahengir@wic.ac.uk
Shaharyar Cheema: s.cheema@wic.ac.uk
Syeda Husain: s.husain@wic.ac.uk
Please contact your respective tutor to arrange any meeting / discussion.
Module Teaching
Teaching pattern: 10 weekly sessions (lectures + seminars and / or workshops)
Please check your respective timetable.
Module Intended Learning Outcomes
Upon completion of this module students should be able to:
- Compare, contrast, and analyse approaches used to evaluate a company’s
current positioning in the traditional and electronic marketplaces. - Appraise various options for developing e-business/e-marketing strategies.
- Evaluate the situational utilisation and impact of modern technologies in key aspects of business and marketing operations and interpret its suitability and appropriateness.
Summary of Content….
The e-Business and e-Marketing module develops your skills in evaluating a company’s position within both traditional and electronic marketplaces. We’ll compare, contrast, and analyse these approaches. Next, you’ll appraise various options for developing e-business and e-marketing strategies, including content marketing and SEO. We’ll then evaluate the situational utilisation and impact of modern technologies like social media on key business and marketing functions, teaching you to interpret their suitability and appropriateness. Through case studies and interactive exercises,
you’ll gain the ability to critically assess these technologies for different business scenarios. Ultimately, you’ll be equipped to compare, contrast, analyse, appraise, evaluate, and interpret strategies and technologies to achieve success in the dynamic world of e-business and e-marketing.
Note: It is possible that there may be content or discussion within this course that may be difficult for some students. Please look to the module schedule to ensure you are aware of the broad subject content. The module team will flag especially difficult content proactively so that we ensure this classroom space is one that acknowledges that each of us will experience these discussions differently. There are a number of resources that can support you. If you have any concerns about the content of a specific session, please inform the lecturer or a peer and seek support from ACE, who
can be contacted ace@wic.ac.uk Assessment and Deadlines Component form (e.g. Essay or Online test) Magnitude (e.g. 2,000 words or 2 hours)
Weighting and/or Pass/Fail Assessment Deadline Feedback Date, Module, Intended Learning Outcome(s) assessed (e.g. 1, 2) Video presentation
(Recorded).
10 minutes 40% This Week
15 working days from the submission date LOs 1,2,3
Analytical
review (Report)
2,000 words 60% This Time
15 working days
from the
submission date
LOs 1,2,3
All assessments included at your current level of study have been aligned against the programme outcomes to ensure you achieve these. These outcomes are included at the end of this document. We have designed your assessment so that it supports you to make meaningful connections across all the content you will study during this scademic year. This handbook sets out the key assessments dates so you know when you will need to submit work and when you can expect your feedback.
This module is assessed by two components:
Component one is the creation of a recorded video PowerPoint presentation lasting
10 minutes. This video can be created in Panopto or Stream. It carries 40% towards
your mark for this module. Students will be required to present a detailed outline of the
research undertaken in the form of a video presentation, which should include a
review of published literature and a bullet-point outline indicating how they intend to
develop the rest of the analytical review.
Component two is a 2000-word analytical review. This is an intensive project to be
completed individually. It carries the remaining 60% towards your mark for this
module. The analytical review should be the same question as assessment
component one (the 10-minute video). You should use the feedback given about the
assignment 1 (video) to inform the written piece of work.
The video and analytical review will enable you to demonstrate your in-depth
understanding of the module content and the application of the concepts to a given
scenario.
Note: For further details about these assignments such as assignment guidelines and
templates. Please refer to the module page on Moodle.
Formative Feedback Weeks: Formative feedback will be given upon tutors’ receiving
drafts before the final submission. These will occur on weeks 3, 4, and 5 (mandatory)
for Component 1, and on weeks 8, 9 and 10 (mandatory) for Component 2.
Formative feedback doesn’t have a grade attached; it will often be given in your
teaching sessions. Formative feedback is valuable as it allows you to improve your
subject knowledge for your summative assessment(s) as well as allowing you to
practice the type of assessment that you will count towards your final grade for the
module. You should expect, and recognise, that feedback can be given by your peers,
verbally in sessions, feedback might be given to the whole module cohort during
teaching sessions, and it might also be given in conversation with your tutor.
Feedback will focus on what you are doing well, and how you can continue to improve
your work.
Summative Feedback Dates: You will receive feedback on all summative
assessments; these are the graded assessments in your module. Summative
feedback for both the components will be given 15 working days after submission.
Time Limit / Word Count: The video presentation (component 01) should be 10
minutes long. The word count for the second assessment (component 02) is 2000
words (± 10%). This does not include the references list and appendices. If you
exceed the word limit, any work after 2200 words will not be marked. Whilst you
are not penalised for being under the word count, work that is substantially under the
word count will be more limited in meeting the programme learning outcomes.
Referencing: For referencing in this module, students are expected to adhere to the
APA 7th Referencing Guide.
All modules will include a session which unpacks the assessment brief, providing
opportunities for you to clarify any questions you have about the assessment task.
The assessment criteria and rubric will be examined in these sessions to support your
understanding of the expectations of the task(s). Your module tutor will provide
generic feedback on what a good assessment looks like, common misconceptions,
pitfalls, construction of arguments, format, spelling and referencing. You are
encouraged to bring selected sections of your work or a one-page plan to assessment
support sessions for verbal feedback and where appropriate, peer discussion. Your
module tutor will not give any indication of mark or classification for any draft work
presented. Where you have received previous feedback, your tutors will encourage
you to reflect on this to support your acquisition of knowledge and academic skills
development. Feedback on a full draft of an assessment for submissions, prior to the
submission deadline, is not normally permitted.
Use the Assignment Preparation Checklist before you submit your work.
Use of Generative Artificial Intelligence in this module
- You may use generative AI such as ChatGPT to assist you in the process of
undertaking the assessment in the following ways: brainstorming, research,
planning, feedback, editing. - All use of generative AI must be explicitly acknowledged, and any artificially
generated content (e.g. images) explicitly labelled, with the source of the AI tool
referenced using current APA referencing conventions You can find further
guidance on the library website on their AI webpage). - In submitting your assignment, you agree to disclose the extent to which you
have used generative AI in preparing this work and include evidence of your AI
use in your appendices (e.g. dated screen shots of your use of this tool or copy
and paste your AI chat into Word). - Failure to disclose your generative AI use may result in a 0 for your assignment
and a referral for academic misconduct (see the Student Academic Misconduct
Policy under Essential Info in the MyLTU app).
Please write the following on the top of your assessment (at the bottom on the cover
page)
If you have used generative AI, write: - This assignment used generative AI in the following ways for the purposes of
completing the assignment (choose 1 to 5 of the following): brainstorming,
research, planning, feedback, editing.
Or, if you have not used generative AI, write: - This assignment did not use generative AI for the purposes of completing
the assignment.
- Deep Understanding of the Topic
- Demonstrate a clear and comprehensive grasp of the chosen
topic within the broader context of e-business and emarketing. - Show the ability to differentiate between various digital
marketing strategies of selected organisations relevant to your
chosen topic. - Provide insightful analysis of the selected topic, demonstrating
critical thinking and a strong understanding of the underlying
concepts.
- Effective Literature Review and Critique
- Conduct a thorough and targeted literature review, utilising
relevant academic sources such as peer-reviewed journals,
reputable industry publications, and credible online resources. - Demonstrate a critical understanding of the chosen sources by
summarising, analysing, and synthesising key findings. - Use your literature review to support your arguments and build a
strong theoretical foundation for your presentation and report.
- Application of Models and Theories
- Demonstrate the ability to identify and apply relevant models
and theories related to e-business and e-marketing within the
context of your chosen topic. - Select appropriate models and theories that enhance your
analysis and understanding of the topic. - Effectively integrate models and theories into your video
presentation and analytical report, providing a clear
explanation of their significance.
- Professional and Detailed Presentation/Analytical Report
- Develop a well-structured and engaging presentation/Report
that effectively communicates your chosen topic and analysis
to the audience. - Clearly articulate your key points and arguments concisely and
professionally. - Utilise visuals such as graphs, charts, or case studies to
enhance the clarity and impact of your presentation/Report.
Note: These criteria are weighted to emphasise the importance of a
deep understanding of the topic and effective utilisation of academic
resources.
Essential Library and Learning Resources
The library aims to provide access to the books on your reading lists, as well as online
resources, guides and tutorials to help you develop your research and referencing
skills. You should find an online reading list with links to resources on the module
home page on Moodle.
Core textbook: - Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning,
optimizing and integrating online marketing. Routledge. (This book is available
electronically) - Lardi, K. (2023). The human side of digital business transformation. (No Title).
(This book is available electronically from Library)
Recommended reading: - Belch, G. E., & Belch, M. A. (2024). Advertising and promotion: An integrated
marketing communications perspective, 13th edition. McGraw-Hill. - Chaffey, D., and Ellis-Chadwick, F. (2019). Digital marketing, 8th edition. Pearson
UK. - Chaffey, D. (2011). E-Business and e-commerce management, 5th edition.
Financial Times/Prentice Hall. Harlow, UK. - Chaffey, D et al (2012) Digital Marketing: Strategy, Implementation and Practice,
5th edition. Pearson. Harlow, UK. - Fahy, J., & Jobber, D. (2022). Foundations of marketing, 7th edition. McGraw Hill.
- Jobber, D. and Ellis-Chadwick, F. (2024). Principles and Practice of Marketing,
10th edition. McGraw Hill. - Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2016) Principles of
Marketing, 16th Global edn. Financial Times/Prentice Hall, Harlow, UK.
(Available electronically) - Kaushik, A. (2009). Web Analytics 2.0 the art of online accountability & science of
Customer Centricity. Wiley. (This book covers the basics of web analytics and
how to use data to understand and improve the customer experience. It is
available electronically from Moodle). - Sachdev, R. (2024). Digital Marketing. McGraw HiIl, New York, NY, USA. (This
book presents marketing theory and concepts, adopting a critical and analytical
approach of the latest global digital marketing tools, emphasising trends as well
as how to apply them. Hard copy available from WIC Library). - Siegel, E. (2013). Predictive analytics: the power to predict who will click, buy, lie,
or die. John Wiley & Sons, Inc. (This book provides an overview of predictive
analytics and how it can be used to make better business decisions. It is
available electronically from Moodle). - Zuboff, S. (2023). The age of surveillance capitalism. In Social theory re-wired
(pp. 203-213). Routledge. (This book critically analyses the role of Big Tech in
terms of influencing consumers through data extraction and manipulation and
result in changing the way we perceive capitalism in general and the role of
marketing in particular).
Our friendly team are based at the library helpdesk and are here to help you make the
most of the library.
Website: https://library.leedstrinity.ac.uk/home
Academic Support
ACE (Academic Community of Excellence)
This support is additional to Learning Support and can be accessed by all students
regardless of their levels.
The ACE Team offers general academic support to all students in an effort to help
them accelerate their learning progress, catch up with their peers, meet learning
standards, or generally succeed in this academic settlement.
The support is easily accessible to all students as ACE is placed in the Student Hub.
Also, you will receive a link to our self-referral form that you can send it to us anytime
and we can contact you whenever is more suitable for you.
What help can we provide as ACE Team? - Academic Guidance
- Referencing & Citations
- Skills Enhancement
- Networking & Community
- Understanding your feedback
- Get academic feedback on your work (e.g., paraphrasing)
- Getting ready for your presentations
- Exam preparation
- Academic English support
- Submitting your work on Turnitin
Workshops:
ACE workshops are very diverse as we try to reach to all our students and shed light
on topics or ideas you learn or you will cover at some point during your academic
journey.
The workshops are online and bring together students from both London and
Birmingham campuses from different levels in an attempt to create a cohesive
academic community.
The ACE is for Everyone!
All our students are welcome to:
Contact ACE through the self-referral form by scanning the QR code or email us at
ace@wic.ac.uk. Attend the workshops (Schedule of workshops would be emailed).
Please make sure to contact us with any academic questions with regards to the
module. For additional support with regards to any other matter you can also contact
me, or you can also contact your personal tutor.
Race Equality
We acknowledge that racism is ingrained across our society, institutionalised within
the higher education sector and our university. We recognise that racism is not always
overt and manifests in the everyday life of our staff and students; the impact of which
is significantly harmful to individuals and our community. We hold ourselves
accountable and empower everyone to be anti-racist, challenge all forms of racism
and work to dismantle structures that perpetuate racism including challenging
ourselves. We are committed to eliminating racial inequality and will take systematic
action to address racial inequities. We expect all staff, students, and all members of
our university community including partners and stakeholders to embody these values
and behaviours. - How YouTo be Became An Internet Video Giant 30 min 9 Emerging technology and Business Weblink –
Please watch the following videos (Links provided in week 9 section of 30 min Live Lecture, Mini case study, and Consolidation Activities/Q&A In class
exercise/discussio N/A 4 Quiz 30 min Moodle) before attending the live session this week. We will discuss the content of the video i the live session.
on Artificial intelligence.
Group Activity:
Case Study:
https://www.digital europe.org/news/
case-studies-onartificialintelligence/
Formative Feedback Week
start Component
2 (Mandatory) 10 Summarising. - semester 1 AI and the future of
humanity | Yuval Noah Harari at the Frontiers Forum 30 min Live Lecture, Mini case study, and Consolidation Activities/Q&A FINAL FEEDBACK
N/A 4 MED Final Analytical Review Assignment submission:
DATE- This Week
Total Guided Learning Hours 40
Independent learning hours 160
Overall module learning hours 200
Your Module at a
Glance –
Employability Assessment Leeds Trinity University Graduate Attributes and Skills Framework Skills and Attributes Group Component DIGITAL CONFIDENCE Effective Leaning Presentation Digital Tools and Software Data Analysis Digital Citizenship Presentation RESEARCH AND THINKING CRITICALLY Analysis and Evaluation,Problem Solving, Critical thinking, Individual Report WORKING INDEPENDENTLY initiative Planning Organising
Active listening Analytical Review Report RESILIENCE My Development Positive Mindset, Self-Awareness, Motivation and Purpose, Analytical Review
Report ADAPTABILITY
Managing Change
Coping with ambiguity
Flexibility
Analytical Review
Report PROFESSIONAL OUTLOOK
Career information
Articulating your skills
Graduate Identity and Social Intelligence
Analytical Review
Report
ETHICS, DIVERSITY, SUSTAINABILITY
Making an Impact
Social Justice and Responsibility
Inclusivity
Cultural Awareness
Presentation EFFECTIVE COMMUNICATION
Emotional Intelligence
Networking and Collaborating
Leadership and Working with others
Analytical Review
Report ENTERPRISE AND ENTREPRENEURSHIP
Innovation
Commercial and Business/Sector
Awareness
Negotiating and Influencing.
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