E-MarketingModule Details

The course will equip the students with an understanding of the background, current state, and future potential of E-marketing as well as a general understanding of the online consumer population. It will also, help students understand strategic planning and the way companies seek to achieve their objectives through strategies and tactics involving e-business and e-marketing. The students will acquire all the necessary skills to create an e-marketing plan, explain why and how e-marketers conduct online marketing research and how they turn data into marketing knowledge that provides insight into marketing activities. Throughout the course, the students will be able to analyse the development of consumer and business products and comprehend how the marketing mix differs or is similar in the online and offline environment.

At the end of the course students will be expected to:

1) Define the basic principles and concepts of e-marketing.

2) Describe how e-marketplaces are structured and the mechanism behind them, including the way that internet sites can generate revenue and how they can impact their click and mortar counterparts.

3) Understand how marketing research online enables marketers to apply basic consumer behaviour strategy, and promotion strategy in an electronic environment.

4) Identify the differences but also similarities between a company’s online and offline marketing mix and how this needs to be adapted depending on the target audience and value offering.