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.
For attending students
Grades will be computed as follows:
1. Written examination - 50% of the overall grade.
2. 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.