Electronic Marketing - Ekonomska fakulteta Univerze v Ljubljani

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Lecturer: Dr. Denny E. McCorkle, University of Northern Colorado, USA

ECTS credits: 7

Bachelor (Final year) and Master Course

Aims of the course:

   1. Introduce students to use of the Internet for marketing a business (physical, virtual, or multi-channel
      business) or personal branding.
   2. Address the planning and strategy involved (within the framework of an e-marketing plan).
   3. Address the best of current marketing practices as well as the impact of social media and future


There is no required textbook for this course. Instead, slide shows and web links to reading materials
will be assigned for study. The potential topics for this course are presented in the course outline below.

Course Outline (tentative):

1. An Introduction to Marketing on the Internet

       Internet and e-Marketing terminology
       The importance of a direct marketing perspective
       e-Business models (or how to make money on the web)

2. An Introduction to Social Media & the Future of the Web

       Current trends and the future of the Web/Internet for business and marketing
       An introduction to Web 2.0 and social media

       Blog Assignment: set up/design, bio, photo, introduction post.
       Note: HTML or CSS programming knowledge/experience is not required to complete the blog

3. Finding Business Opportunities on the Web

       Levels/Bases for a Competitive Advantage
       Best products/services for web retailing (e-commerce)
       Bootstrapping and niche markets

       Blog Assignment: Niche web site evaluation. Comment on other student blogs.
4. Web Page Strategic/Creative Design and Technology

       Web design decision points
       The 7C’s framework for strategic/creative web design
       Other strategic/creative suggestions

       Blog Assignment: 7C’s web site evaluation. Comment on other student blogs.

5. e-Marketing Planning and Strategy

       The planning process
       Differences in business plan and marketing plan
       The e-Marketing plan

6. Research for e-Marketing Strategies

       MIS and the marketing research process
       Online research methods
       Online split testing

7. Databases for e-Marketing Strategies

       Customer relationship management (CRM)
       Database terminology
       Uses for a customer database

8. e-Marketing and Promotion

       Integrated marketing communications (IMC) and the promotion mix
       Contact strategies and the loyalty ladder framework
       An overview of e-Marketing communications strategies

       Blog Assignment: strengths/weaknesses web site evaluation. Comment on other student blogs.

9. Public Relations/Publicity for e-Marketing

       Framework for public relations/publicity decisions
       Levels of press and newsworthiness
       Viral marketing and word of mouth (WOM)
       The role of social media

10. Advertising for e-Marketing

       Media terminology
       Qualitative and quantitative factors for making media decisions
       Guidelines for e-mail and e-newsletters
       Guidelines for blogs
       Guidelines for paid search
       Blog Assignment: informal presentations and discussions.

11. Sales Promotion for e-Marketing

       Framework for sales promotion decisions
       Types and objectives for sales promotions
       Sales promotions tactics and strategies


Principles or Foundations of Marketing

Examination methods:

Blog Assignments     25%

Final Exam           75%

Grading scale:

Local Grade         ECTS
(Range)             Grade
                                      EXCELLENT - outstanding performance with only minor
10 (above 95%)      A                 errors
                                      VERY GOOD – above-average standard but with some
9 (90-95%)          B                 errors
                                      GOOD - generally sound work with a number of notable
8 (80-89%)          C                 errors
7(70-79%)           D                 SATISFACTORY - fair but with significant shortcomings
6(60-69%)           E                 SUFFICIENT - performance meets the minimum criteria
                    FX                FAIL - more work required before the credit can be
5(below 60%)        &F                awarded

Updated: January 11, 2010.

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