E-Marketing and E-CRM (6 Credits)

Learning Outcomes:

Describe the development of E-Marketingand conceptual foundation of customer relationship management (CRM); Explain the E-Marketing strategy & strategic CRM; Apply the internet and information technology in e-marketing plan and e-CRM; Relate e-marketing plan with customer relationship management.

Topics:

1. Strategic E-Marketing and Performance Metrics
2. E-Marketing Research and Connected Consumers Online
3. The E-Marketing Plan & E-Marketing Environment
4. Segmentation, Targeting, Differentiation, and Positioning Strategies
5. Product, Price, E-Marketing Communication: Paid Media and Earned Media
6. Implementing the CRM Strategy
7. Relationship Marketing and the Concept of Customer Value
8. Strategic Customer Relationship Management Today
9. Using Databases, Loyalty Program & Campaign Management
10. Data Mining & Software Tools and Dashboards