Insegnamento a.a. 2009-2010

8501 - TOPICS IN E-MARKETING AND E-COMMERCE - ADVANCED


MM-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - DES-LS - CLG-LS - M-LS - IM-LS - ACME-LS - EMIT-LS

Department of Marketing

Course taught in English

Go to class group/s: 31
MM-LS (6 credits - I sem. - AI) - AFC-LS (6 credits - I sem. - AI) - CLAPI-LS (6 credits - I sem. - AI) - CLEFIN-LS (6 credits - I sem. - AI) - CLELI-LS (6 credits - I sem. - AI) - DES-LS (6 credits - I sem. - AI) - CLG-LS (6 credits - I sem. - AI) - M-LS (6 credits - I sem. - AI) - IM-LS (6 credits - I sem. - AI) - ACME-LS (6 credits - I sem. - AI) - EMIT-LS (6 credits - I sem. - AI)
Course Director:
MARGHERITA PAGANI

Classes: 31 (I sem.)
Instructors:
Class 31: MARGHERITA PAGANI



Course Objectives

The Internet and new digital media offer a fundamentally new way of conducting business, creating tremendous opportunities and risks for organizations. E-commerce and computer-mediated interaction have transformed business by providing large-scale, instantaneous and nearly free commercial communications. This has changed vendor management and the nature of the supply chain speeding production and allowing it to respond to fluctuations in demand. More significant changes can be observed in consumer and business marketing since rapid access to information provides opportunities for customizing products, services, and advertising and promotional initiatives. Electronic commerce for many organizations also represents a new and unique path to the marketplace, leading to complex and innovative opportunities for distribution and for pricing.
This course provides a series of strategic frameworks and analytical tools for managing marketing strategies in the digital marketplace. The emphasis throughout is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of internal firm capabilities.


Course Content Summary

  • Web 2.0, digital Tv and 3G mobile
  • Adoption and customer behaviour in the networked economy
  • Online demand analysis
  • E-marketing plan
  • Conceptual frameworks and analytical tools needed for developing e-marketing strategies in fast-paced technology markets.
  • Developing opportunities in rapidly changing markets (Web, digital TV, mobile).
  • Developing tools for specific functions (horizontals) necessary for marketing products and services, such as new product development processes, market measurement, customer retention, CRM,pricing, and more.
  • Interactive Marketing and Customer Relationship Management

Detailed Description of Assessment Methods

Attending students
Grades will be computed as follows:
  1. Written Final examination : 50% of the final grade
  2. Group project - 30%
  3. Class attendance and participation 20%

Non attending students
Written exam based on the textbook - 100%


Textbooks

Attending students:

  • 8501 Topics in E-Marketing and E-Commerce advanced, Course readings (2009), Egea, Milano

Non attending students: 

  • J. STRAUSS, A. EL-ANSARY, R. FROST, E-Marketing, Fifth Ed., Pearson
Exam textbooks & Online Articles (check availability at the Library)
Last change 09/06/2009 15:13