Introduction to E-Marketing

Course informations

Study program level	Undergraduate
Study program	Entrepreneurship
Study program direction	Entrepreneurship
Course year	3.
Course semester	V
Course status	Elective
ECTS	3
Lectures (h)	30
Excercises (h)	-
Seminars (h)	15

Course objectives

• Present the key features and pros and cons of applying e-marketing to the students,
• Know how to explain the changes in the marketing mix which is influenced by ICT-technologies.

Course outcomes

The name of the learning outcome set:  Basics of e-marketing Level: 6

• Distinguish the basic conceptual system of electronic marketing
• Describe and critically comment on recent trends in information and communication technologies
• Interpret the marketing significance of separate communication tools in a digital environment
• Analyze the overall effort of e-marketing of a business entity
• Distinguish the basic techniques of searching the Internet information space and recommend access to the use of online search engines and communication platforms to collect the desired data

The name of the learning outcome set: E-marketing mix Level: 6

• Comment on the features of the e-marketing mix
• Critically analyze basic promotional techniques in the Internet environment
• Identify the possibilities of building a brand in the Internet environment

Course content

Electronic marketing: an electronic business environment of business entities. Terminology of the Internet. History of the Internet. Internet services. Mobile Internet. Web 2.0. web-sites. Websites. Functions and web site evolution. E-mail communication. Spam. Bulletins. Business correspondence in the Internet environment. Mobile marketing. Dimensions and mobile marketing tools. Mobile commerce. Mobile banking. E-marketing information system. Business information and market intelligence. E-business intelligence. Web-mining. Segmentation on the Internet. E-marketing. Creating consumer value on the Internet.