E-marketing

Internet has become a great opportunity for SMEs to develop their activities, and approach new customers. Beyond e-commerce platforms, and corporate websites, social networking sites offer new fields for the development of innovative marketing strategies. This course aims in developing the abilities of students in apprehending the influence that internet, and ITC have in B2C and B2B markets and the marketing strategies of a firm.

Objectives

Upon successful completion of this course, the student is expected to: • She understands the new marketing environment in which business operates • understands the basic concepts of consumer behavior. • Collects and processes data via the Internet. • Takes decisions in terms of product mix and the way consumers approach • Uses innovative marketing models and communication such as social media and diadikyako marketing.

Prerequisites

Knowledge of basic principles of Marketing and Internet.

Syllabus

The course contents include the following sections: • Digital Environment & Marketing • Consumer Behaviour - Market Research - Information Management • New business models marketing - social networks • The 4P in e-marketing • Systems Customer Relations Management (CRM) • Measuring Effectiveness