E-Marketing Management

Learning Outcomes

Upon successful completion of this course, students are expected to be able to describe and explain key concepts in e-marketing, analyze online customer behavior and the new segmentation, targeting, and positioning strategies in online environment, relate the internet as a contact method for e-marketing research and demonstrate the most suitable internet-based approaches to do the research, identify and analyze the opportunity to use new digital media as customer touch-point and CRM channel, prepare a marketing plan that integrates e-marketing management.

Topics

This course introduces the key concepts and  theories underlying  e-marketing management. It analyzes the operational and strategic aspects of information-based marketing programs on the internet in both consumer and business markets for a variety of products and services.

Pre-requisite: MK105 – Marketing Fundamentals