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CyberMarketing

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									CyberMarketing
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EC-Council

CyberMarketing
What is CyberMarketing? If we define Direct Marketing as the discipline of finding profitable customers and communicating with them in a way that maximizes the business relationship, then Internet Marketing is the technological evolution of this discipline. One of the foundations of Direct Marketing is the concept of Customer Lifetime Value. This concept values customers based on the future profits that will be gained through a prolonged business relationship with them. Companies that apply the lifetime value principle use it to figure out who their best customers are in order to develop special marketing programs for them. Acquiring customers is an investment for the future, and success depends on two things: 1. Keeping the acquisition cost per customer below the lifetime value. 2. Keeping customers a long time in order to recover the investment and make a profit. Internet technology provides powerful tools that will help you lower acquisition costs, and increase the lifetime value of customers. Direct marketers rely on testing and statistical analysis in order to refine their marketing activities aimed at acquiring and developing customers. Through this trial and error approach companies can figure out who their ideal customers are, what they want, how they want it, and when they want it. CyberMarketing reduces the cost and timeframe of this learning process significantly because it allows you to interact with customers directly, and lets them tell you their needs and their terms on real time, any time. Outbound telemarketing and direct mail are ways direct marketers deliver their message to prospective consumers. All of these techniques are not welcomed by most of them because they consider it an invasion of their privacy. When carried out correctly, CyberMarketing relies on initiating contact in a way that is anticipated by the customer, and the message is delivered in a manner that is welcomed. Additionally, the customer’s personal information is protected. At this point we are ready to define CyberMarketing… “It is the combination of direct marketing principles with Internet technology in order to find profitable customers and interact with them to find out how they want to do business, when they want to do it, and under what terms.”

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Course Details
Course Description
The main aim of this course is learn about the alternative marketing choices to consider in planning a marketing program that may involve the Internet. The Internet can play many important roles within a traditional marketing effort and it can also serve as the foundation of a firm’s marketing effort. Although the Internet is increasingly prominent in successful marketing programs, recent developments have shown that it is not an easy ticket to success. Marketing and ecommerce professionals today need a good understanding of which marketing objectives that can be achieved using electronic tools and which objectives are best approached by traditional means. Marketing is about anticipating and satisfying buyers’ needs. The purpose of this course is to acquaint you with the special behavioural considerations for buyers that emerge when the Internet plays a role in the firm’s marketing effort. Product, brand, e-marketing and advertising managers. Finance managers responsible for customer profitability measurements and analysis Sales and service managers.

Duration:

3 days (9:00AM – 5:00PM)

Certification

This comprehensive course provides the knowledge and skills you need to pass the EC-Council CyberMarketing Exam 212-29. The 120-minute examination will be conducted on the last day of the class at the training facility (Prometric registration is included).

Who Should Attend
Middle- and senior-level managers from marketing, e-commerce, sales and operations, strategic planning and general management. Senior technology and information managers who support marketing, e-business programs,

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Course Outline
Introduction To E-business • • • • Be able to explain what a business model is and how it is used. Gain insight into the technologies that are being used to foster e-business. Determine the size of the Internet economy. Recommend how a business can use ebusiness techniques to develop long term marketing relationships. Identify the components of a marketing system. Identify the components of an e-business based marketing system. Understand how and why businesses need to evolve and change to maintain competitiveness.

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Justify the importance of standards. Describe how the Internet works. Be able to compare and contrast the last mile connections to the Internet. Explain the role of an Internet Service Provider. Be able to determine how to choose and Internet Service Provider. Explain what the World Wide Web is.

Explain how the World Wide Web works. Speculate on the future of the World Wide Web.

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E-Business Communication • • •

List the audiences with whom an e-business would need to communicate. Compare and contrast a one-to-many and many-to-many communication model. Explain how the communication process works. Describe the role involvement plays in Web site design. Relate hypermedia’s role in gaining audience attention.

Understanding E-Business Technology • • Explain the importance of infrastructures. Be able to discuss how the Internet was developed and. • •

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• • • • •

Outline what should be done with a Web site to gain audience interest. Explain how an e-business can develop desire from its target market. List what is important in motivating an audience to take action. Explain how e-business communication can be used in industrial markets. Contrast the strengths and weaknesses of using the Internet as an advertising medium.

changing in the distribution channel.

E-Business Value Strategies • Be able to explain the seven strategies ebusinesses are using to create value for customers. Understand how e-commerce is being used as a strategic tool by e-retailers as well as traditional retailers. Be able to perform a benefit analysis of alternative sales channels. Explain how digital communication adds value to a business. Describe how the delivery of services are changing because of new technologies. Be able to explain how the business process is changing through the use of the Internet, Extranets, and EDI systems. Be able to describe how a market-of-one strategy will impact businesses. Explain how auctions are used to facilitate commerce. Be able to describe the impact of e-business strategies on pricing. Gain an understanding of the determinates

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E-Business Distribution Systems • • • Explain why distribution systems change. Describe the nature of distribution systems. Compare and contrast traditional distribution systems and e-business based distribution systems. Outline how channel relationships are changing. Describe how each distribution function is handled in an e-business based distribution system. Discuss how power is shifting in distribution channels. Explain how middlemen’s roles are

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of hosting the technology required to implement the e-business strategies. • Understand the limitations to international e-commerce.

gain competitive advantages. • • • • • Explain the flow related to marketing information systems. List the sources of information for a business. Explain how a business uses information to discover new knowledge. Describe the role that databases play in organizational knowledge. Explain how a business can incorporate organizational knowledge into its decision making process.

The Individual and the Diffusion of Innovations • • • • Define an innovation. Discuss how to speed the acceptance of an innovation. Outline how the individual adoption process works. Explain what a product lifecycle is and how this concept relates to new and older technologies. Describe how online communities are targeting individuals and what it takes to make a successful online community. Discuss why some cultures may be slow in accepting technological change and the associated implications. Explain how innovations diffuse in a business and what role change agents play in that process.

E-Business Strategy • • • • • • Outline the steps involved in strategy development. Explain the major drivers of e-business strategy and their impact. Explain the importance of an e-business value chain. Discuss the roles of alliances and acquisitions to strategy development. Identify the major strategies e-businesses are using to differentiate themselves. List the advantages that a pioneering firm can gain.

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Information Collection and Use • Describe how businesses are using data to

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•

Explain the importance of brand names for ebusinesses. Describe the strategic role of portals. Identify the alternative competitive arenas where e-businesses can find opportunities. Describe the measures that businesses can use to judge e-business success.

business a distinctive advantage. • Outline the role that organizational learning plays in giving an ebusiness a distinctive advantage. Discuss how ebusinesses are organizing themselves to compete. Recommend the steps that a business would need to take to restructure to be competitive in an ebusiness environment. Identify which new management positions and duties are used to meet e-business needs.

to e-business. • Outline the major types of fraud undertaken online and what is being done to limit fraud. Discuss how each of the intellectual property areas are impacting ebusiness. Explain why jurisdiction is a problem for legal authorities List and explain the ethical considerations impacting the Internet. Discuss why privacy is an issue in Internet use and what e-businesses can do about it. Compare and contrast the economic welfare concerns related to the Internet.

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E-Business Management • List the pillars of success for innovative businesses. Explain how management systems can create value for a business. Discuss the interplay between the management components of the ebusiness value chain. Describe the role that leadership and organizational culture play in giving an e•

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The Political, Legal, and Ethical Environment • Explain the role that some governments are taking to foster the growth of the Internet and e-business. List and explain the major legal issues related

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International Council of E-Commerce Consultants 67 Wall Street, 22nd Floor New York, NY 10005-3198 USA
Phone: 212.709.8253 Fax: 212.943.2300

http://www.eccouncil.org
© 2002 EC-Council. All rights reserved. This document is for informational purposes only. EC-Council MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. EC-Council logo is registered trademarks or trademarks of EC-Council in the United States and/or other countries.

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