Internet Marketing syllabus

Internet Marketing

• 1 Introduction (8 LHs)

  • E-marketing concept and Web 1.0, 2.0 and 3.0
  • Strategic e-marketing and e-business models
• 2 E-Marketing Environment (6 LHs)

  • Inclusive global and emerging e-markets
  • Importance of IT and market opportunity analysis
  • Technology readiness and digital divide
• 3 E-Marketing Planning (6 LHs)

  • Planning process
  • Napkin and venture-capital e-marketing plans
  • Critical planning steps
• 4 Ethics in E-Marketing (4 LHs)

  • Ethics, codes and self-regulation
  • Privacy and digital property
  • Governance, jurisdiction and fraud
  • Emerging legal issues
• 5 E-Marketing Strategy (6 LHs)

  • Data-driven strategy
  • Marketing knowledge management
  • Technology-enabled approaches
  • Marketing databases and warehouses
• 6 E-Marketing Management (10 LHs)

  • Online product offer and customer value
  • Product benefits, attributes, branding, support and development
  • Internet pricing, payment options and buyer/seller perspectives
  • Distribution channels, intermediaries and channel power
  • Integrated communications, online advertising and MPR
  • Sales promotions and direct marketing
• 7 Social and Digital Media Marketing (8 LHs)

  • Social-media elements and business use
  • Social-media strategies
  • Search, social and mobile advertising
  • Purchasing digital media