e-Marketing Management (4 Credits)

Learning Outcomes:

Define the development of E-Marketing; Describe the E-Marketing Environment; Construct the E-Marketing Strategy; Apply the E-Marketing Management

Topics:

1. E-Marketing in Context: Past, Present and Future
2. Strategic E-Marketing and Performance Metrics
3. The E-Marketing Plan
4. E-Marketing Environment: Global E-Markets 3.0 and Ethical and Legal Issues
5. E-Marketing Research and Connected Consumers Online
6. Segmentation, Targeting, Differentiation and Positioning Strategies
7. Product (The Online Offer) and Price (The Online Value)
8. The Internet for Distribution and E-Marketing Communication: Owned Media
9. E-Marketing Communication: Paid Media and Earned Media
10. Customer Relationship Management