30227 - INTRODUCTION TO E-MARKETING AND E-COMMERCE
CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF
Course taught in English
Go to class group/s: 31
CALEB WARREN
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.
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.
Attending students
- Assignments and class participation
- Final written exam
There are no partial exams in this course.
Non - attending students
- Written exam
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