e-Marketing Theory and Application

Course Description

This course examines the theory and application of electronic marketing. In addition to looking at the new marketing mix, which applies the Internet to the traditional marketing functions of product, price, distribution, and promotion, students will gain experience in Web site evaluation and development and determine how different industries can use the tool of the Internet in creating new markets.

Topics and Objectives

Marketing Theory in an Online Environment

• Differentiate the environmental factors of Internet marketing.
• Apply the concept of customer value as an axiom of e-marketing.
• Demonstrate how electronic marketing resources increase opportunities to add value to the products and services of e-commerce.
• Create a code of ethics for Internet marketing.

Internet Approaches to the Marketing Mix

• Distinguish the practices of virtual retailing from traditional retailing and apply each to e-commerce.
• Demonstrate how the value chain in e-marketing differs from traditional distribution channel management.
• Analyze a Web site as an e-marketing mix tool (product, price, promotion, distribution, people, and performance measurement).
• Contrast pricing strategies appropriate for selling products on the Internet.

Convergence: Communicating Through Technology

• Contrast the strengths and weaknesses of advertising in traditional media vs. electronic advertising.
• Assess the effectiveness of integrated marketing communication in online applications.
• Assess how the Internet's interactive abilities are used to enhance customer service.
• Evaluate the technologies used to encourage customer response.

Identifying the Internet Strategy for Brand Awareness, Building, and Positioning

• Propose electronic commerce strategies to build e-business.
• Demonstrate how market segmentation facilitates Internet strategy.
• Differentiate the concept of branding in traditional marketing vs. Internet marketing.
• Create a personal Web site.

Communities in Online Networks

• Explain the value of online awareness and its importance to relationship marketing.
• Extend electronic market opportunities through virtual communities.
• Predict the value created through online marketing within communities that extend internationally.
• Argue how marketing activities expose issues of security and privacy.

Strategic e-Marketing

• Assess the effectiveness of individual Internet portfolios.
• Appraise the quality of e-marketing strategies presented through in-class presentations.
• Critique the Industry World Tour presentations.
• Evaluate the effectiveness of strategies proposed for implementation within identified industries.