Electronic Marketing

Description

This course examines the Internet as a tool for effective marketing. Students will learn how the Internet has impacted the marketing environment, consumers, and the elements of the marketing mix, and explore implications for a company’s marketing plan.

Program

Marketing and International Business

Objectives

• This course will provide you with a thorough understanding of the principles and practices of using the Internet to market goods and services. It examines the demographics of the Internet and the various business models employed in online marketing, explores techniques and methodologies for conducting online market research and developing competitive intelligence in an organization. In addition, the course details processes for planning and implementing a comprehensive e-marketing strategy using alternative online pricing strategies, Web-based advertising and promotion, and Internet distribution channels it also considers other critical issues, such as customer acquisition and retention and the challenges faced by firms in the application of e-marketing strategies in global markets. This course shows students how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. It brings traditional marketing coverage up-to-date with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective. The focus is on the Internet and other technologies that have had a profound effect on how marketing is approached today. Included is coverage of marketing planning legal and global environments e-marketing strategy and marketing mix and customer relationship management strategy and implementation issues