Course 2006-2007 a.y.

8167 - E-MARKETING


GM-LS - MM-LS - OSI-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - CLEACC-LS - DES-LS - CLEMIT-LS - CLG-LS

Department of Marketing

Course taught in English

Go to class group/s: 31
GM-LS (6 credits - I sem. - AI) - MM-LS (6 credits - I sem. - AI) - OSI-LS (6 credits - I sem. - AI) - AFC-LS (6 credits - I sem. - AI) - CLAPI-LS (6 credits - I sem. - AI) - CLEFIN-LS (6 credits - I sem. - AI) - CLELI-LS (6 credits - I sem. - AI) - CLEACC-LS (6 credits - I sem. - AI) - DES-LS (6 credits - I sem. - AI) - CLEMIT-LS (6 credits - I sem. - AI) - CLG-LS (6 credits - I sem. - AI)
Course Director:
EMANUELA PRANDELLI

Classes: 31 (I sem.)
Instructors:
Class 31: EMANUELA PRANDELLI



Course Objectives

Information and Communication technologies enable an unprecedented level of interactivity in market relationships. Hence, they contribute to greatly enhance the company's knowledge about the individual customer's needs, behaviour, and preferences. As a consequence, on the Web companies can benefit from new tools to integrate their traditional marketing strategies and policies, to manage relationships with their customers and define their value proposition. The purpose of this course is to analyse the opportunities and the challenges emerging on line for customer relationship management and to illustrate how marketing processes are going to assume a collaborative nature in digital environments. Special attention is paid to the Web-based tools and processes for customer engagement into the firm's innovation processes.


Course Content Summary

  • Information and communication technologies' properties and evolution
  • Web-based tools integrating traditional marketing strategies
  • On line competitive benchmarking
  • On line demand analysis: customer tracking & profiling
  • Web-enabled & Web-centric market research
  • Strategic positioning on the Web: Content, Community, Commerce
  • Principles and tools for collaborative marketing in virtual environments
  • Interactive marketing and Customer Relationship Management
  • E-commerce & e-procurement
  • Web-based tools for customer engagement into the firm's innovation processes
  • Emerging business models: open source systems, communities of co-creation, virtual knowledge broker

Detailed Description of Assessment Methods

The exam is in written form.


Textbooks

Non attenting students

  • E. PRANDELLI, G. VERONA G, eds., E-marketing - Course readings, Egea, Milano 2006
  • J. WIND, V. MAHAJAN, eds.,  Digital Marketing, Wiley, New York, 2001

Attending students 

  • E. PRANDELLI, G. VERONA G, eds., E-marketing - Course readings, Egea, Milano 2006
Exam textbooks & Online Articles (check availability at the Library)
Last change 16/05/2006 00:00