Course 2008-2009 a.y.

8167 - E-MARKETING


MM-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - DES-LS - CLG-LS - M-LS - IM-LS - ACME-LS - EMIT-LS

Department of Marketing

Course taught in English

Go to class group/s: 31
MM-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) - DES-LS (6 credits - I sem. - AI) - CLG-LS (6 credits - I sem. - AI) - M-LS (6 credits - I sem. - AI) - IM-LS (6 credits - I sem. - AI) - ACME-LS (6 credits - I sem. - AI) - EMIT-LS (6 credits - I sem. - AI)
Course Director:
MARGHERITA PAGANI

Classes: 31 (I sem.)
Instructors:
Class 31: MARGHERITA PAGANI



Course Objectives

The Internet and new digital media offer a fundamentally new way of conducting business, creating tremendous opportunities and risks for organizations. E-commerce and computer-mediated interaction have transformed business by providing large-scale, instantaneous and nearly free commercial communications. This has changed vendor management and the nature of the supply chain speeding production and allowing it to respond to fluctuations in demand. More significant changes can be observed in consumer and business marketing since rapid access to information provides opportunities for customizing products, services, and advertising and promotional initiatives. Firms are able to measure the impact of marketing programs and supply-chain decisions as never before. Electronic commerce for many organizations also represents a new and unique path to the marketplace, leading to complex and innovative opportunities for distribution and for pricing. 
This course provides a series of strategic frameworks and analytical tools for managing marketing strategies in the digital marketplace. The emphasis throughout is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of internal firm capabilities.


Course Content Summary

  • Creating Value: Technology, Market, and Organizational Perspectives;
  • Online demand analysis;
  • Conceptual frameworks and analytical tools needed for developing e-marketing strategies in fast-paced technology markets;
  • Developing opportunities in rapidly changing markets (Web, digital TV, mobile);
  • Developing tools for specific functions (horizontals) necessary for marketing products and services, such as new product development processes, market measurement, customer retention, CRM,  pricing, and more;
  • Interactive Marketing and Customer Relationship Management;  
  • E-marketing plan.

Detailed Description of Assessment Methods

Attending students
Grades are computed as follows:

  • Written Final examination (50%);
  • Group project (30%);
  • Class attendance and participation (20%);

Non attending students
Written exam based on the textbook


Textbooks

Attending students
Course readings

Non attending students
J. Strauss, A. El-Ansary, R. Frost, E-Marketing, Fourth Ed., Pearson.

Exam textbooks & Online Articles (check availability at the Library)
Last change 09/05/2008 12:41