Introduction to E-Marketing: Landscape – Past – Today – Future – Internet MarketingParadigm – Internet Infrastructure Stack Business 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 EMarketingPlan – A Seven-Step E-Marketing Plan
The E-Marketing Environment: Overview of Global E-Marketing Issues – Country andMarket Opportunity Analysis – Technological Readiness Influences Marketing – Wireless Internet 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 marketing programs – Social and Regulatory Issues – Privacy – Security – Intellectual Property – Mobile Marketing – Media Coverage
Emerging Issues: Online Governance and ICANN – Jurisdiction – Fraud – Consumer Loyalty of Website-Services – The Quadratic Effect of Flow – Role of Technology Readiness in Developing Trust and Loyalty for E-Services in Developing Countries
Practical Component: