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Course 2011-2012 a.y.

30227 - INTRODUCTION TO E-MARKETING AND E-COMMERCE


CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF
Department of Marketing

Course taught in English


Go to class group/s: 31

CLEAM (6 credits - I sem. - OP  |  SECS-P/08) - CLEF (6 credits - I sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  SECS-P/08) - BIEMF (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
CALEB WARREN

Classes: 31 (I sem.)
Instructors:
Class 31: CALEB WARREN


Course Objectives

The aim of this course is to provide participants with theoretical and operational frameworks for e-marketing and e-commerce. The course focuses on:

  • identifying market opportunities;
  • understanding consumer behavior;
  • implementing effective product, promotion, pricing, and distribution strategies in a digital environment.

Course Content Summary

The course is divided into the following parts:

  • Characteristics of the digital environment;
  • Consumer behavior in a digital environment;
    • Goals;
    • Learning, memory, and information search;
    • Social networks and social influence;
  • Creating and enhancing market offerings in a digital environment (i.e., product);
  • Marketing communications in a digital environment (i.e., promotion);
  • Pricing in a digital environment;
  • Distribution strategy in a digital environment;
  • Creating a strategic e-marketing plan.

Detailed Description of Assessment Methods

Attending students

  • Assignments and class participation
  • Final written exam

There are no partial exams in this course.

Non - attending students

  • Written exam

Textbooks

Attending students

  • J. Bernoff, C. Li, Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School Press
  • Assigned readings
  • Lecture notes

Non - attending students

  • J. Bernoff, C. Li, Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School Press
  • Assigned readings

Prerequisites
Students must be fluent in English.
Last change 12/05/2011 15:39