e-Marketing

Curriculum guideline

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Course
MARK 5235
Discontinued
No
Course code
MARK 5235
Descriptive
e-Marketing
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
201330
PLAR
No
Semester length
15 Weeks
Max class size
30
Contact hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
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
  1. Background and history of e-marketing
  2. Conducting a situation analysis of the e-marketing environment
  3. Developing a strategic e-marketing plan
  4. Online market segmentation and positioning
  5. The online marketing mix
    1. Online products and services
    2. Pricing online
    3. Online promotion and communication

                                       i.      Email marketing

                                      ii.      Search engine marketing

  1.  
    1. Distribution online
  2. Customer relationship management online
  3. Market research online
  4. Building and maintaining an online presence
  5. Business to Consumer e-marketing
  6. Business to Business e-marketing
  7. Measuring marketing success online
  8. Future growth and areas of development
Learning outcomes

At the end of the course, the successful student should be able to:

  1. explain techniques and strategy brought about by the use of technology in marketing;
  2. discuss the history and development of internet marketing and e-commerce;
  3. describe and explain the use of different online business models;
  4. discuss the importance of brand management online;
  5. develop an e-marketing plan;
  6. create and evaluate internet marketing programs;
  7. assess online pricing options and implications
  8. develop an e-communications plan;
  9. examine the impact of  the emergence of digital technologies on distribution strategy;
  10. explain the role of digital media in identifying, anticipating and satisfying consumer needs and wants;
  11. evaluate the legal, ethical, regulatory, and social issues impacting e-marketing initiatives
  12. discuss the opportunities and challenges of conducting marketing research online;
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.

Textbook materials

Textbooks and Materials to be Purchased by Students:

Chaffey, Dave et al.  Internet Marketing, Latest Ed.  Pearson Education (or equivalent)

Prerequisites

MARK 5120