E-MARKETING MANAGEMENT (4 Credits)

Learning Outcomes:

After completing this course, the student will be able to: Define the development of E-Marketing; Analyze the E-Marketing Plan; Examine segmentation, targeting, positioning and differentiation strategy; Create the strategy to make a proper promotional strategy using Internet

Topics:

1. E-Marketing in Context: Past, Present and Future;
2. Strategic E-Marketing;
3. Performance Metrics;
4. The E-Marketing Plan: Creating an E-Marketing Plan;
5. The E-Marketing Plan: Budgeting an E-Marketing Plan & Reviewing and Evaluating an Marketing Plan;
6. A World of E-Marketing Opportunities;
7. Ethical and Legal Issues;
8. E-Marketing Research;
9. Consumer Behaviour Online;
10. Segmentation and Targeting Strategies;
11. Differentiation and Positioning Strategies;
12. Product: The Online Offer;
13. Pricing: The Online Value;
14. The Internet for Distribution;
15. E-Marketing Communication Tools (IMC);
16. New Digital Media;
17. Branding Goals in Digital and Physical Media;
18. Customer Relationship Management.