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.
The course is divided into the following parts:
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Introduction to e-Marketing
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e-Marketing Strategic Plan
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Digital Environment Analysis
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Online Consumers Behavior
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Web 1.0 tools
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Social Media: Web 2.0 tools
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e-Marketing Student Project Presentations
Attending students
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Written final exam (in class, closed-notes): 15 points
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Group Project (e-Marketing plan presentation): 15 points
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Class participation might help you to increase your grade up to 2 extra-points
Non Attending students
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Written final exam (in class, closed-notes): 30 points
Grades will be computed as follows:
- Written examination- 50% of the overall grade
- Final group project - 50% of the overall grade
Non - Attending students
Written exam based on the textbooks - 100%