Newcastle University

Newcastle University

E-Business (E-Marketing)

Our programme combines e-business with marketing, sales and customer service to address the customer relationship cycle. You will study topics ranging from e-sales to campaign management and online self-service. The course examines in detail how technology, business, entrepreneurship and people factors affect the success of e-marketing efforts. E-business success combines leading technologies, long-term business strategies, entrepreneurial capacity to implement strategies through technology and the alignment of peoples' behaviour inside and outside the organisation. Successful strategies include marketing, sales and service to address the full customer relationship cycle. For example, Amazon markets products based on the tracking of consumer activities on the Internet. Following a transaction, staff must be able to solve or escalate issues at any point of the interaction. All this relies on fully integrated systems, the cohesive work of different functional areas and a strong customer-centric culture. Through the course you will develop knowledge of: the business value of contemporary technologies; your personal development as an entrepreneur and intrapreneur; the feasibility of disruptive e-business model; business planning and new ventures; the link between business strategy and systems; business processes, such as the ones involving clients and suppliers; the management and development of e-business systems; the marketing function in organisations; customer relationship management; the strategic use of the Internet and systems to attract, engage and retain customers. Topics you will cover include: social media planning; mobile commerce; big data analytics; behavioural targeting; data mining; campaign management; e-mail marketing; e-sales; call centres; online self-service; contact channels integration; customer segmentation and life cycle; customer-oriented culture.

Course modules

Assessment methods


Qualification Study mode Start month Fee Course duration
MSc Full-time September 2016 - 12 months

Campus details

Campus name Town Postcode Region Main campus Campus Partner
Main Campus Newcastle upon Tyne NE1 7RU North East

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Key information

Newcastle University Business School
Telephone number: 
0191 208 1503