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E-Marketing Course Outline

Period 1 1-1 Course Introduction Program 12 weeks Definitions E-Business Introduction Assignment 1-2 Basics of Marketing Planning & Strategy How does a computer work 1-3 Marketing Segmentation & Targeting How does the Internet work 1-4 E-Business Strategy & Integration

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E-Marketing Course Outline

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  1. Period 1 1-1 Course Introduction Program 12 weeks Definitions E-Business Introduction Assignment 1-2 Basics of Marketing Planning & Strategy How does a computer work 1-3 Marketing Segmentation & Targeting How does the Internet work 1-4 E-Business Strategy & Integration Positioning 1-5 E-Business E-Procurement 1-6 E-Business Customer Relationship Management E-Marketing Course Outline

  2. Period 2 2-1 Search Engine Marketing 2-2 E-Marketing Mix 2-3 Interactive Marketing Communications 2-4 B-to-B Internet marketing 2-5 B-to-C Internet marketing 2-6 Recap & Trial Exam E-Marketing Course Outline

  3. YourCompany YourCustomer YourSupplier Supplier of YourSupplier Customer of YourCustomer Finance Invoicing CRM MRP HRM SCM SCM System CRM System E-Procurement / E-Purchasing Transaction  E-Commerce Information  E-Marketing E-Business Online Intermediaries YOURCOMPANY Back Office Front Office Integration: ERP System $ Re-Intermediation Dis-Intermediation Internet Infrastructure ERP  Enterprise Resource Planning Intranet: members of YourCompany MRP  Materials Requirement Planning Extranet: extended for third parties CRM  Customer Relationship Management Client - Server System SCM  Supply Chain Management

  4. The “6I’s” of the E-Marketing mix • Interactivity • The customer initiates the contact • The customer is seeking information  pull • Responses can be gathered and stored • Intelligence • Relatively low cost method of marketing research • Tracking of “clicking behaviour” • Possibility of questionaires, however short and sufficial

  5. The “6I’s” of the E-Marketing mix 3. Individualisation • In B2B: personalised webpages for key-accounts • In B2C: MyNokia or setting up “profiles” (amazon) 4. Integration • “The Internet is just one of many different media channels” • A direct response tool • To support the buying decision • “Mixed-mode buying”

  6. The “6I’s” of the E-Marketing mix 5. Industry Restructuring • The process of dis-intermediation and re-intermediation 6. Independence of Location • The global market is open • Beware of problems with culture and language

  7. Conversion Marketing • To convert potential site visitors into actual visitors • To convert visitors to a required action on the site • To convert visitors to retaining visitors • Amazon: 1 buyer need 7.500 site visits.

  8. How does a computer work? • http://computer.howstuffworks.com/pc.htm

  9. The Assignment • EX-EMAR1A.R See the handout.

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