Insegnamento a.a. 2009-2010

6296 - INTRODUCTION TO E-MARKETING AND E-COMMERCE


CLEAM - CLES - CLEF - BIEM - CLEACC

Department of Management

Course taught in English

Go to class group/s: 31
CLEAM (6 credits - II sem. - AI) - CLES (6 credits - II sem. - AI) - CLEF (6 credits - II sem. - AI) - BIEM (6 credits - II sem. - AI) - CLEACC (6 credits - II sem. - AI)
Course Director:
ALESSANDRO ARBORE

Classes: 31 (II sem.)
Instructors:
Class 31: ALESSANDRO ARBORE


Course Objectives

The purpose of this course is to introduce the students to the following issues:

  • understanding customer needs and behavior in a so-called digital environment, that is the Internet and its multi-device extensions;
  • analyzing opportunities and managerial challenges for the firms;
  • formulating appropriate marketing strategies and e-business models;
  • building trusting relationships with customers in the digital environment.

Course Content Summary

 
  • Principles of digital marketing and the Internet;
  • Consumer behavior in the digital environment;
  • Digital metrics and analysis
  • E-marketing strategies and business models;
  • Branding, pricing and the marketing mix in the digital environment;
  • From customer experience to loyalty.com.

Detailed Description of Assessment Methods

Attending students

Four in-class assignments . Weight: 40%
Written Exam. Weight: 60%


Non - Attending students

Written Exam.


Textbooks

Attending students

  • Chaffey, Dave and Smith, PR, eMarketing eXcellence Planning and optimizing your digital marketing, 3rd edition, 2008, Butterworth-Heinemann (Elsevier) - (chapters in the syllabus only).
  • Dholakia, U., Vianello S., The Fans Know Best. MIT Sloan Management Review/Wall Street Journal, August 17, 2009.
    Teachers’ handouts and students’ notes.


Non - Attending students

  • Chaffey, Dave and Smith, PR, eMarketing eXcellence Planning and optimizing your digital marketing, 3rd edition, 2008, Butterworth-Heinemann (Elsevier) - (All chapters).
  • Collection of readings (available in the library’s Business source complete database):
  • The Contribution Revolution. By: Cook, Scott.
    In: Harvard Business Review, 2008, Vol. 86 Issue 10, p60-69;
  • Should You Invest in the Long Tail?. By: Elberse, Anita.
    In: Harvard Business Review, 2008, Vol. 86 Issue 7/8, p. 88-96;
  • Finding Sustainable Profitability in Electronic Commerce.
    By: de Figueiredo, John M.
    In: Sloan Management Review, 2000, Vol. 41 Issue 4, p.41-52.
  • Which Kind of Collaboration Is Right for You?.
    By: Pisano, Gary P.; Verganti, Roberto.
    Harvard Business Review, 2008, Vol. 86 Issue 12, p78-86.
  • The Fans Know Best. By: Dholakia, U., Vianello S. In: MIT Sloan Management Review/Wall Street Journal, August 17, 2009.
Exam textbooks & Online Articles (check availability at the Library)
Last change 13/05/2009 11:27