Internet Marketing

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Internet Marketing

This programme of part-time studies is designed to consider the marketing principles that are essential for conducting business successfully through the World Wide Web. It also focuses on the information exchange process that enables online customers to access the vast range of information provided by organisations through their websites on products, services, prices and support whilst increasing consumer choice and convenience.

The course is targeted for:


  • People who are already in employment and who wish to move on to a role related to e-business and internet marketing.
  • People who are aiming at achieving a Managerial position in the area of selling and marketing.
  • SME managers who wish to enhance their selling and marketing potential through the World Wide Web.
  • People who wish to achieve specialist knowledge in the dynamic area of e-business.

This is a 75 hr guided learning course.  Students need to invest further hours which will include private study and home assignments.

Lessons are held as indicated on the prospectus and website. 


Businesses can access vital market information through increasing contact with customers:  enabling better tracking of market trends, increasing opportunities to develop the right product at the right time and increasing overall market responsiveness. The course content will also look into the considerable challenges posed by internet operation for effective marketing.

Learning Outcome 1: Explain the full range of internet marketing activities

Unit Content


  • The Nature of Marketing
  • Definition of Marketing
  • Marketing Concept
  • Product and Sales

Learning Outcome 2:  Assess the differences and benefits between marketing using the internet as a medium and marketing using more traditional mediums.

Unit Content


  • The Benefits of Internet Marketing
  • Costs of e-Marketing
  • The Nature of the Internet
  • Reaching Users
  • Customer Relationships

Learning Outcome 3: Produce real-life internet marketing scenarios

Unit Content


  • Internet Growth & Customer Profile
  • Growth Trends
  • Socio-economics
  • Front of House Issues
  • Back Office Needs
  • Proper costing
  • Legal Issues
  • Effective Brand Migration
  • Market Segmentation
  • Market Planning

Learning Outcome 4: Show own understanding through the use of real-life experiences of internet marketing

Unit Content


  • Business Models for Internet Marketing
  • The Business Website
  • The Direct Email List

The following are the suggested pre-requisites and/or entry requirements needed:

Pre-Requisites:


  • Access to the course is open to participants who are in employment in related areas of e-business and internet marketing or those who have good hands-on experience on the day-to-day marketing and selling functions within an organisation.
  • Participants need to have a good theoretical exposure to marketing terms and concepts.

Entry Requirements:


  •  Participants are expected to have a good working knowledge of English.

Course participants may be awarded either an MCAST Certificate of Attendance or an MCAST Certificate of Achievement.

MCAST Certificate of Attendance


  • An MCAST Certificate of Attendance will be awarded to those candidates who attend at least 80% of the lessons.

MCAST Certificate of Achievement


  • An MCAST Certificate of Achievement will be awarded to those candidates who satisfy the 80% attendance criteria AND ALSO choose to sit and pass the course assessment/s.
  • Students who opt not to sit for the assessment/s or fail (the assessment/s) will however be awarded an MCAST Certificate of Attendance provided that they fulfill the minimum attendance criteria as stated above.

If the student intends to obtain a Certificate of Achievement, she/he is required to sit for an assessment/s.  Assessment/s may take various forms such as a home assignment, class assignment, practical test and time constrained test.  However, the assessment/s is not compulsory and an applicant may choose not to sit for it.

There are no additional costs or special materials/equipment to bring.

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