30227 - INTRODUCTION TO E-MARKETING AND E-COMMERCE
CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF
Course taught in English
The aim of this course is to provide participants with theoretical framework for understanding e-marketing and e-commerce. The course focuses on (1) identifying market opportunities and understanding consumer online behavior, (2) developing a digital marketing strategy, and (3) implementing effective product, promotion, pricing, and distribution strategies in a digital environment. The course focuses on a theoretical rather than a technical understanding of e-marketing and the digital environment, exploring the main practices and exploiting tools and techniques that can be used to this purpose.
- Introduction to e-Marketing;
- e-Marketing Strategic Plan;
- Digital Environment Analysis;
- Online Consumers Behavior;
- Web 1.0 tools;
- Social Media: Web 2.0 tools;
- e-Marketing Student Project Presentations.
For attending students:
Grades is computed as follows:
- Written examination - 50% of the overall grade.
- Final group project - 50% of the overall grade.
For non attending students:
- Written exam based on the textbooks - 100%.
For attending students:
- A. CHARLESWORTH, Digital Marketing: a practical approach, Routledge, 2014 (selected chapters).
For non attending students:
- A. CHARLESWORTH, Digital Marketing: a practical approach, Routledge, 2014.
- C. LI, J. BERNOFF, Groundswell: winning in a world transformed by social technologies, Harvard Business Review Press, 2011.
The aim of this course is to provide participants with theoretical framework for understanding e-marketing and e-commerce. The course focuses on (1) identifying market opportunities and understanding consumer online behavior, (2) developing a digital marketing strategy, and (3) implementing effective product, promotion, pricing, and distribution strategies in a digital environment. The course focuses on a theoretical rather than a technical understanding of e-marketing and the digital environment, exploring the main practices and exploiting tools and techniques that can be used to this purpose.
The course is divided into the following parts:
-
Introduction to e-Marketing;
-
e-Marketing Strategic Plan;
-
Digital Environment Analysis;
-
Online Consumers Behavior;
-
Web 1.0 tools;
-
Social Media: Web 2.0 tools;
-
e-Marketing Student Project Presentations.
For attending students:
Grades is computed as follows:
- Written examination - 50% of the overall grade.
- Final group project - 50% of the overall grade.
For non attending students:
- Written exam based on the textbooks - 100%.
For attending students.
- A. CHARLESWORTH, Digital Marketing: a practical approach, Routledge, 2014 (selected chapters).
For non attending students:
-
A. CHARLESWORTH, Digital Marketing: a practical approach, Routledge, 2014.
-
C. LI, J. BERNOFF, Groundswell: winning in a world transformed by social technologies, Harvard Business Review Press, 2011.