e-Marketing

The concept "Electronic or e-Marketing" or online marketing or internet marketing in the use of information and communication technologies (ICT), and particularly the Internet to promote the sale of goods or services. These technologies are an important supplement to traditional marketing techniques, regardless of size and business model of a company or organization. The basic principles of marketing remain unaffected and regarding the transmission of the appropriate message to the right people. Additionally, ICTs contribute to the available means of propulsion (such as advertising, direct mail, public relations, etc.) By adding new tools in marketing mix.

Objectives

Upon completion of the course, students will be able to: - Demonstrate a knowledge of the region, thematic and electronic marketing limits. - Understand points - keys and collect information that will make use of sales promotion activities electronically. - Substantiate the importance of email marketing for all businesses through specific examples (case studies). - Indicate alternative channels, tools, techniques and email marketing methodologies. - Mix and electronic marketing techniques in a company's marketing mix. - Prepare research to develop a digital strategy and make decisions on the selection of the most suitable. - Carry out analysis of a business situation. - Apply theories and models in e-marketing businesses. - Identify and evaluate the impact of an e-marketing strategy. - Use the lab digital communication tools - Tap into the lab social networks to promote sales - Apply to electronic marketing laboratory measurement techniques

Prerequisites

No requrements.

Syllabus

1. Basic concepts of electronic marketing (definitions, techniques, channels) 2. Understanding the changes in the marketing mix (discovery of digital assets, strategy determination) 3. Window in the digital world (corporate websites and marketing) 4. Digital Research: Overview of tools (web, social media, mobile) 5. Communication Technologies (Google adwords, Ad formats, Search Engine Optimization, e-mailing, affiliation, alternative networks, multi- forward channel distribution, e-retailing, web 2.0) 6. Determination of the digital consumer and digital consumer behavior 7. Measuring digital marketing (targeted and cost) 8. Online public relations and reputation management 9. Content Marketing and use agents 10. Monitoring of distribution through alternative channels (web metrics) 11. Use social media 12. Presentation of students exercises