Electronic Marketing - MKT 403

Course Objectives

The internet and other information technologies have created many interesting and innovative ways to provide customer value since its inception in 1969.
This course provides students with knowledge of online marketing, as part of generating marketing plan and to develop an understanding of the background, current state, and future potential of e-marketing.  The course explores concepts related to the online environment.  Emphasis is given on developing knowledge and skills to assist the student in understanding the way e-marketer understand internet users and identify profitable e-marketing strategies.
Pre-requisite: MKT 201, MIS 201

Course Description

This course explains the increasing influence of information technology on modern-day marketing strategies and practices. Through lectures, discussions, and projects, the student gains basic understanding of the ways in which the Internet combined with information systems are used in marketing activities. Students must be knowledgeable with the use of computers, common Internet languages such as HTML, and Internet tools such as World Wide Web browsers, electronic mail, and search engines. The course includes hands-on exercises/projects to be implemented on the Internet.
The main objectives of e-marketing course are:

• Describing the latest developments in marketing activities and the opportunities created by the Internet for business firms.
• Explaining the concept of e-marketing, its main characteristics, and how it differs from traditional marketing.
• Analyzing the buying behavior or individuals and organizations in electronic markets.
• Explaining the functions and applications, tools, and techniques of e-marketing.
• Comprehending the elements of effective e-marketing strategies and successful selling via the Internet.
  After studying this course, the student should be able to:
  1. Identify the role of e-marketing in increasing sales.
  2. Define the terminology of e-marketing.
  3. Recognize the functions, tools, and techniques of e-marketing.
  4. Analyze segments of e-marketing customers.
  5. Describe the elements of effective e-marketing strategies and successful selling via the Internet.
  6. Identify current and future trends of e-marketing activities.
  7. Apply the functions, tools, and techniques of e-marketing.

Text

• Strauss, Judy & Frost, Raymond . E-Marketing. 7th ed. UK: Pearson Education Inc.