Short Title:Online Selling & Sales Management
Full Title:Online Selling & Sales Management
Module Code:DMKT H3018
ECTS credits: 5
NFQ Level:7
Module Delivered in 2 programme(s)
Module Contributor:Bairbre Brennan
Module Description:On completion of this module, learners will have an appreciation for the nature of the online sales environment, the diverse channels / revenue streams that exist online, the importance of utilising an appropriate mix of these streams and the management of same.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Identify and discuss the ecommerce environment and the multiple channels it represents.
  2. Assess the appropriateness of different channels for a diverse range of products.
  3. Specify the appropriate layout for an ecommerce website, utilising the relevant customer flow, CTAs, selling content.
  4. Build in sales amplification through other platforms and networks;
  5. Explain how to generate income across a variety of revenue streams and managing those streams.

Module Content & Assessment

Indicative Content
E Commerce
E-commerce - the e-commerce environment, the nature of transactions, evolution of online trading;
Setting up
Setting up the online store, CTA's, flow, landing pages, links, checkout
Secure payment services
Secure payment services - stripe, paypal, verified by visa; importance of security for consumers; data security;
Selling online
Lead generation and conversion; compelling content that recruits; pricing; the changing nature of sales
Product - from physical product to virtual; freemium to subscriptions; streaming versus download;
The mobile environment
The mobile environment and its impact on trade - location based prompts, sales through apps; in app purchases;
Generating customers
Generating customers - referral sites, affiliates, advertising, social selling etc
Generating revenue
Generating revenue - apps, affiliates, advertising onsite, marketplaces, resellers etc
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Building on the skills acquired at level 6, students will be required to develop a productconcept that they can sell, build a website for that product and then devise an appropriate plan with recommendations for how best to sell their product online and cross related networks. Marks will be awarded for the website, the report and a presentation for same. 1,2,3,4,5 100.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 15.00
Every Week 80.00
Recommended Book Resources
  • Michael Miller, Selling Online 2.0, Que [ISBN: 9780789739742]
Supplementary Book Resources
  • Hughes, T., Reynolds, M. 2016, Social Selling Techniques to Influence Buyers and Changemakers, Kogan Page [ISBN: 9780749478018]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 6 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 6 Mandatory