ITC551 MANAGING INTERNET MARKETING INFORMATION (8)
Enrolment restriction(s): Postgraduate students only
Covers the use of the internet as a source of marketing data from both primary (e.g. web surveys, focus groups and consumer browsing patterns) and secondary sources (pre-existing data available on the internet). Ways in which this data can be manipulated in order to add value - as a product in its own right, as an aid to product development, as an aid to development of new markets, and as a basis for decision support across the organisation - will be considered.