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
i. Email marketing
ii. Search engine marketing
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- 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 activities
This course will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, computer applications, and industry-related projects.
Means of assessment
Case presentations, homework assignments, class participation 15%
Assignments/Projects (2 - 4) 40%
Midterm examination 20%
Final examination 25%
100%
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
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;
- discuss the history and development of internet marketing and e-commerce;
- describe and explain the use of different online business models;
- discuss 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;
- examine the impact of the emergence of digital technologies on distribution strategy;
- explain the role of digital media in identifying, anticipating and satisfying consumer needs and wants;
- evaluate the legal, ethical, regulatory, and social issues impacting e-marketing initiatives
- discuss the opportunities and challenges of conducting marketing research online;
Textbook materials
Textbooks and Materials to be Purchased by Students:
Chaffey, Dave et al. Internet Marketing, Latest Ed. Pearson Education (or equivalent)