E-Business Strategy and Implementation

Learning Outcomes

After completing this course, students will be able to : Understand digital marketing in the real world.

Topics

1. Digital marketing fundamentals : Introducing digital marketing, Online marketplace analysis: micro-environment, The internet macro-environment
2. Digital Strategy development : Digital marketing strategy, The internet and the marketing mix, Relationship marketing using digital platforms
3. Digital marketing : Implementation and practice : Delivering the online customer experience, Campaign planning for digital media, Marketing communications using digital media channels, Evaluation and improvement of digital channel performance, Business-to-consumer digital marketing practice, Business-to-business digital marketing practice.