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2.2 Learning outcomes
After completing this module, you should be able to:
• Explain the nature and role of web marketing as a marketing channel as well as its
importance in the South African and global marketing environments.
• Explain the nature and role of advertising on the web as well as its importance in the
supporting the overall marketing strategy.
• Describe how search engines can be effectively utilised to generate site traffic in order
to optimise web marketing strategies.
• Formulate an integrated web-marketing and/or search engine marketing strategy for a
defined market segment in order to market an identified business or product effectively.
• Explain how the effectiveness of a web-based marketing campaign can be measured to ensure
that problems are identified and rectified.
3 LECTURER AND CONTACT DETAILS 3.1 Lecturer
I am the lecturer for this module and my name is Cornelius Bothma. My contact details are: Address:
Simon Radipede Building
Office number: 5-71
Tel: (012) 429 4376 Fax: (086) 635 1243 Cell: (082) 880 8549 bothmch@unisa.ac.za
Please note that you should only contact me for academic enquiries, that is, enquires about the content of the module. Letters to lecturers may NOT be enclosed with or inserted into assignments. Administrative enquiries concerning fees, receipt of assignments, examination dates etc., should be directed to the relevant administrative departments - ‘Additional Study Information’.
3.2 University
To contact the University follow the instructions in the ‘Additional Study Information’. Remember to have your student number available whenever you contact the University. Whenever you write to a lecturer, please include your student number and module code to enable the lecturer to help you more effectively.
4 MODULE-RELATED RESOURCES
4.1 Prescribed material for this module
The compulsory prescribed book for this module is the following:
• Swanepoel, J. & Bothma, C. 2013. Fundamentals of E-Marketing. Juta, Cape Town
It is essential to buy this book, as much of what you are expected to learn comes from the book and the exam will also be based partly on the book (and partly on the study guide). This same book is applicable to ALL the modules in the Programme in E-marketing. If you have any problems obtaining this book from the university’s official booksellers (see ‘Additional Study Information’), you can purchase the book online from Juta Online at http://www.jutaonline.co.za. Do not delay in obtaining this book as it is crucial to your successful studies!
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