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| Course Title: |
Electronic Marketing |
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| Course Code: |
EA317 |
Program: |
Marketing and International Business |
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| COURSE AIM |
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. |
| COURSE 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.
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