2017/18
27639 - e-Marketing
450 - Degree in Marketing and Market Research
Optional
5.3. Syllabus
LESSON 1. E-MARKETING INTRODUCTION.
1.1. Introduction.
1.2. From Web 1.0 to 3.0.
1.3. E-marketing Objectives.
1.4. E-business Models.
LESSON 2. ONLINE MARKET RESEARCH TECHNIQUES.
2.1. Introduction.
2.2. Online Surveys.
2.3. Web Analytic.
2.4. Social Media Monitoring.
LESSON 3. ONLINE PRODUCT AND PRICES MANAGEMENT.
3.1. Internet and Product Decisions.
3.2. Online Branding.
3.3. Implications of the Internet on Pricing.
3.4. Online Price Strategies.
LESSON 4. ONLINE DISTRIBUTION DECISIONS.
4.1. Implications of the Internet on Distribution Management.
4.2. Search Engine Optimization (SEO).
4.3. Web Design and Usability.
LESSON 5. ONLINE BUSINESS COMMUNICATION.
5.1. Introduction.
5.2. SEM.
5.3. Online Public Relations.
5.4. Email Marketing.
5.5. Interactive Advertising.
5.6. Affiliate Networks and Sponsorship.
5.7. Viral Marketing.
5.8. Online Promotions.
5.9. Personal Selling.