Introduction to E-Marketing: Landscape – Past – Today – Future – Internet MarketingParadigm – Internet Infrastructure StackBusiness Models & Strategies: Strategic Planning – Strategy to Electronic Planning – StrategicDrivers of the Internet Economy – Business Models to E-Business Models – E-Business Models– Performance Metrics – The Balanced Scorecard
E-Marketing Plan: Overview of the E-Marketing Planning Process – Creating an E-MarketingPlan – A Seven-Step E-Marketing Plan
The E-Marketing Environment: Overview of Global E-Marketing Issues – Country andMarket Opportunity Analysis – Technological Readiness Influences Marketing – WirelessInternet Access – The Digital DivideEthical and Legal Issues – Privacy – Digital Property – Online Expression – Cyber Security –Cyber Crime
E-Marketing Research: Data Drive Strategy – Marketing Knowledge Management –Monitoring Social Media – Technology-Enabled Approaches – Real-Space Approaches –Marketing Databases and Data Warehouses – Data Analysis and Distribution – KnowledgeManagement Metrics - Consumer Behaviour Online – Segmentation – Targeting –Differentiation – Positioning Strategies
E-Marketing Management: Product – Products on Internet – Creating Customer Value Online– Product Benefits – E-Marketing Enhanced Product Development – Price – Change in PricingStrategies – Buyer and Seller Perspectives – Payment Options – Pricing Strategies – Distribution– Online Channel Intermediaries – Distribution Channel Length and Functions – ChannelManagement and Power – Distribution Channel Metrics – Promotion – Integrated MarketingCommunication (IMC) – Internet Advertising – Marketing Public Relations – Sales PromotionOffers – Direct Marketing – Personal Selling – IMC Metrics
Customer Acquisition and Retention: Profile of Consumers – Browsing Behaviour Model –Elements of Social Media – Social Media Strategies – Social Media Performance Metrics –Building Customer Relationships – Relationship Marketing – Stakeholders – Three Pillars ofRelationship Marketing – Customer Relationship Management (CRM) – CRM Building Blocks– Ten rules for CRM Success
Evaluating Performance and Opportunities: Measuring and evaluating web marketingprograms – Social and Regulatory Issues – Privacy – Security – Intellectual Property – MobileMarketing – Media CoverageEmerging Issues: Online Governance and ICANN – Jurisdiction – Fraud – Consumer Loyalty ofWebsite-Services – The Quadratic Effect of Flow – Role of Technology Readiness inDeveloping Trust and Loyalty for E-Services in Developing CountriesPractical Component:• Students can form a team and identify Internet Properties & its Marketing Implications• Students can choose a Website for analysis based on its content, design, usability,attractiveness and other website properties• Students can conduct a survey on Consumer who use internet marketing to identify thepros and cons of e-marketing.• Students can do a project on branding strategies using internet marketing.• Students can write a report on Google advertising strategies• Students can discuss about traditional offline business in the online world.