Module Handbook
Faculty of Business, Computing and Digital
Industries
School of Business
(On-campus)
E-Business and E-Marketing
Module.
2025-26
􀀀Contents

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:

1. Compare, contrast, and analyse approaches used to evaluate a company’s
   current positioning in the traditional and electronic marketplaces.
2. Appraise various options for developing e-business/e-marketing strategies.
3. 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 Week
   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
   academic 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.
  􀀀Page 2 of 2
  Assessment Criteria Grid
  Assessment 01 Criteria Grid:
  Classification:
  Criterion:
  Exceptional 1st/ Distinction 100, 95, 92 Outstanding
  1st / Distinction 88, 85, 82
  1st / Distinction 78, 75, 72
  2.1/ Merit 68, 65, 62
  2.2/ Pass 58, 55, 52
  3rd / Pass 48, 45, 42
  Fail 38, 35, 32
  Abject Fail 25, 20, 10, 0
  Knowledge & Understanding (20%) Polished grasp of subject.
  Astute and authoritative approach to complexity.
  Comprehensive and confident grasp with strong sense of subject complexity.
  Thorough understanding evident and well applied to specific assessment task.
  Secure, general understanding and reasonable application to assessment task.
  Sound knowledge relevant to the assessment task.
  Limited knowledge shows basic understanding.
• Some awareness of the context of the assessment task.
• Faulty understanding of assessment task or concepts.
• Irrelevant or mostly absent content.
• No understanding of assessment task or concepts.
• Irrelevant or absent content. Structure and Argument (20%) Effective and integrated over-arching argument or structure,
  clear, insightful synthesis.
• Highly creative understanding of topic.
• Effective overall argument with clear and insightful connections between claims
• Creative understanding of topic.
• Clear and logical focus and direction with valuable connections made between claims.
• Good level of creativity.
• Well-focused on the question with some clear connections made between claims and some overall direction.
  

1. 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.

1. 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.

1. 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.

1. 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.
• Lemonlight
  30
  min
  Live Lecture, Mini
  case study, and
  Consolidation
  Activities/Q&A
  In class activity:
  https://shorturl.at/
  h7NZp
  Questions about
  video
  Mini group
  exercise/discussio
  n on video content
  creation of value,
  objective,
  features,
  promotion and
  analytics.
  Formative
  Feedback Week
  start Component
  2
  N/A 4 Weblink –
  Watch the
  following
  videos.
• Video
  marke
  ting
  explai
  ned
  from
  start
  to
  finish.
• How
  YouTu
  be
  Beca
  me An
  Intern
  et
  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 in
  the live
  session.
  n on Artificial
  intelligence.
  Group Activity:
  Case Study:
  https://www.digital
  europe.org/news/
  case-studies-onartificialintelligence/
  Formative
  Feedback Week
  start Component
  2 (Mandatory)
  10 Summarisi
  ng
  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
  30
  min
  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 and 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
  Page 2 of 2