Course
Discontinued
No
Course Code
MARK 3235
Descriptive
e-Marketing
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
202120
PLAR
No
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Contact Hours
Lecture: 2 Hours
Seminar: 2 Hours
Total: 4 Hours
Method(s) Of Instruction
Lecture
Seminar
Learning Activities
This course will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, computer applications, and industry-related projects.
Course Description
This course examines the role of digital media, including the web, e-mail, and wireless, within the marketing function. The role of digital media in identifying, anticipating and satisfying consumer needs and wants will be explored. The internet is impacting the way organizations communicate, conduct research, promote themselves, price and distribute their products. These impacts, as well as others will be considered.
Course Content
- Background and history of e-marketing
- Conducting a situation analysis of the e-marketing environment
- Developing a strategic e-marketing plan
- Online market segmentation and positioning
- The online marketing mix
- Online products and services
- Pricing online
- Online promotion and communication
- Email marketing
- Search engine marketing
- Distribution online
- Customer relationship management online
- Market research online
- Building and maintaining an online presence
- Business to Consumer e-marketing
- Business to Business e-marketing
- Measuring marketing success online
- Future growth and areas of development
Learning Outcomes
At the end of the course, the successful student should be able to:
- explain techniques and strategy brought about by the use of technology in marketing;
- demonstrate an understanding of the history and development of internet marketing and e-commerce;
- identify and explain the use of different online business models;
- demonstrate an understanding of the importance of brand management online;
- develop an e-marketing plan;
- create and evaluate internet marketing programs;
- assess online pricing options and implications
- develop an e-communications plan;
- explain distribution considerations due to the emergence of digital technologies;
- explain the role of digital media in identifying, anticipating and satisfying consumer needs and wants;
- assess the legal, ethical, regulatory, and social issues impacting e-marketing initiatives
- explain the opportunities and challenges of conducting marketing research online;
Means of Assessment
| Case presentations, homework assignments, class participation | 15% |
| Assignments (2 - 4) | 40% |
| Midterm examination | 20% |
| Final examination | 25% |
| Total | 100% |
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
Textbook Materials
Textbooks and Materials to be Purchased by Students
Chaffey, Dave et al. Internet Marketing, Latest Ed. Pearson Education (or equivalent)