Module objectives

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E-Marketing Strategy (MMRK702) Lecturer:Chitura T (0912 716 967)

Module objectives

The aims of this module are to enable students to:

  • Have a broad and strategic understanding of the full range of e-marketing activities.

  • Understand the distinct differences between e-marketing and traditional marketing as well as the benefits of e-marketing

  • Apply e-marketing techniques to real life marketing scenarios.

  • Appreciate how ITCs can be leveraged to increase customer value, transform traditional marketing practices and strategies as well as building lasting customer relationships.

Course content
1. Nature and scope of e-marketing

    1. Definitions and concepts

  • Electronic commerce (EC), electronic business (EB), electronic marketing (E-Marketing), electronic marketplaces/market spaces, Internet, Intranet, extranet.

    1. Classification of EB models–based on the relationship of transacting parties

  • B2B, B2C, C2C and C2B

    1. Approaches to relationships between: EC, EB and E-marketing

    2. E-marketing objectives: 5’s

2. Strategic e-marketing

2.1 Strategic planning, strategy, e-strategy, tactics and strategic e-marketing defined

2.2 Components of e-strategy

2.3 Components and functions of e-markets

2.4 Types of e-marketers

  • BAM marketers

  • Click only marketers

  • Click and mortar/brick marketers

2.5 Conducting e-marketing

3. Online consumer behavior and market research

3.1 Model of online consumer behaviour

3.2 Online consumer decision-making model

3.3 The online buying process

3.4 Conducting online market research: the research process

  • e-MKIS

4. E-advertising

4.1 Scope of web advertising

4.2 E-advertising methods

  • Banners

  • Pop-up and similar ads

  • E-mail advertising

  • Search engine advertisement

  • Chat rooms

  • Website/wireless advertising

4.3 E-advertising strategies and online promotions
5. Electronic customer relationship management (e-CRM)

5.1 e-CRM, RM, CRM defined and benefits of e-CRM

5.2 e-CRM vs CRM

5.3 CRM facets

5.4 CRM building blocks

5.5 Building customer relationships, and managing dialogue

5.6 Keeping relationships alive, profiling and personalization

5.7 Phases/stages/cycle of e-CRM

6. Strategic e-planning

6.1 Overview of strategic e-marketing planning process

6.2 Creating e-marketing plans

  • Six step e-marketing plans

  • SOSTAC approach

Examination format

The format of the examination is as follows:

  • Candidates will be assessed via a 3 hour examination paper which will be in two parts

  • Section A is a compulsory case study with a total mark value of 40 marks.

  • Section B consists of five questions from which candidates will chose 3 questions of their choice. Each question carries a mark value of 20 marks.

Recommended reading list and support material

  • Strauss J, El-Ansary A and Frost R (2004) E-marketing, 3rd edition, Prentice Hall of India Pvt Ltd, New Delhi

  • Smith P.R and Chaffey D (2002) e marketing excellence: the heart of e business, Butterworth Heinemann in association with the C.I.M

  • Turban E, King D, Viehland D and Lee J (2006) Electronic commerce: a managerial perspective, 4th edition, Pearson education, inc, Upper Saddle, new jersey

  • Joseph P.T (2004) E-commerce: a managerial perspective, 2nd edition, Prentice Hall of India, Pvt Ltd New Delhi

  • Gutzman A.D (2001) The E-commerce Arsenal: 12 technologies you need to prevail in the digital arena, American management association

  • Rust R.T and Kannam P.K (2003) E-service: new directions in theory and practice, prentice hall of India Pvt Ltd

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