Insegnamento a.a. 2012-2013

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 understanding how to effectively implement a marketing strategy in the digital environment. Attending students are expected to participate and contribute to the class by participating in class discussion (both in class and online) as well as presenting group projects in which they apply the lessons from class to actual marketing problems.


Course Content Summary

The course is divided into the following parts:

  • Introduction: e-Marketing Strategic Plan
  • Consumers behavior in the digital environment
  • Web 1.0 tools
  • Social Media: Web 2.0 tools
  • E-Marketing Student Project Presentations

Detailed Description of Assessment Methods

Attending students

  • Participation: 8 points
  • Case write ups: 2 points (1 point each)
  • Project 1 (Special topic presentation): 8 points
  • Project 2 (e-Marketing plan presentation): 12 points
  • Final Exam: 0 points (There is no final exam for attending students, but you must register for the final anyways in order to receive a grade for the course)

Non - Attending students

  • Written final exam (in class, closed notes): 30 points

Textbooks

Attending Students

  • Required Cases (available online through Harvard Business Publishing)
  • UnME Jeans:Branding in Web 2.0, by Thomas Steenburgh and Jill AveryUnited
  • Breaks Guitars, by John Deighton and Leora Kornfeld

Recommended Reading

  • Articles tagged eMKTG2012 on my delicious.com page: d.me/calebwarren12
  • Groundswell: Winning in a World Transformed by Social Technologies, Josh Bernoff and Charlene Li, Harvard Business School Press
  • The Social Media Bible: Tactics, Tools, and Strategies for Business Success, Lon Safko and David K. Brake, Wiley and Sons.
  • Blogs on Social Media and eMarketing
  • eMarketer.com
  • socialmediaexaminer.com
  • socialmouths.com/blog

Non-attending Students

Required  Reading

  • Groundswell: Winning in a World Transformed by Social Technologies (Josh Bernoff and Charlene Li, Harvard Business School Press
  • The Social Media Bible: Tactics, Tools, and Strategies for Business Success, Lon
  • Safko and David K. Brake, Wiley and Sons.
  • UnME Jeans: Branding in Web 2.0, by Thomas Steenburgh and Jill Avery
  • United Breaks Guitars, by John Deighton and Leora Kornfeld
Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

Students must be fluent in English.
Last change 29/03/2012 16:29