E-MARKETING AND E-CRM* (5 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to:Review environmental scan factors both internal and external and at the same time evaluating the quality of online data; Implement marketing concepts such as new product and branding strategies, and pricing strategy both online and offline environments; Identify new types of brokers, agents, and retailers, as well as describing how supply chain management is enhanced by Net technology, determine the suitable promotion mix elements and their electronic extensions for different occasion; Explain how CRM and its related technologies may maintain customers and make profit; Create an e-marketing program, a springboard for creative Internet marketing ideas; Discuss issues such as privacy, copyright, trademarks, data ownership, and freedom of expression online.

Topics:

1. Introduction to E-Marketing;
2. Internet User Characteristics and Behaviour;
3. Marketing Knowledge;
4. Product and Pricing;
5. Distribution;
6. E-Marketing Communication;
7. E-CRM;
8. E-Marketing Communication and E-CRM;
9. E-Marketing Plan;
10. Leveraging Technology;
11. Ethics and Law.