E-Commerce and E-Marketing in Today's World
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|Course Number:||BUSADMIN 3240|
|Course Name:||E-Commerce and E-Marketing in Today's World (Online)|
|Course Description:||This course will cover how a business can market its products, services and ideas using Internet technology. Topics will include--but will not be limited to--e-commerce as part of the marketing mix, search engine optimization, selling through the Internet, social networking, blogs, measuring results of the e-commerce strategy and email as permission marketing.|
|Prerequisites:||BUSADMIN 2630 or AGINDUS 2430|
NOTE: The information below is representative of the course and is subject to change. The specific details of the course will be available in the Desire2Learn course instance for the course in which a student registers.
Upon completion of this course, you will be able to
- Develop and implement an e-commerce strategy.
- Explain the most important tools that are used in e-commerce.
- Evaluate and design an e-commerce project, utilizing current Internet tools.
- “Learned how to learn,” that is, be able to take new tools and new strategies and implement them to achieve a desired result.
Unit 1: Foundations of Internet Marketing and e-Commerce
Before you begin an in-depth study of Internet marketing and e-Commerce, you must be able to identify and adapt to the online environment. It is important to understand how the Internet got to where it is today. The digital convergence continues to impact how the Internet is used in business. There are several basic uses of the Internet you need to understand, along with business models that operate on the Internet. Networks are a vital part of the Internet and branding is also a key concept.
Unit 2: E-Marketing Strategy
This unit covers ethics, legal issues, research, consumer behavior and starts on marketing. The current e-business environment is turbulent with concern about privacy and the protection of intellectual property. The Internet operates on a global basis with information irrespective of country borders. Indeed, in many areas of the world, ethical standards and respect for intellectual property are not very high priorities. So e-commerce practitioners need to be aware and practice their craft with high ethical standards to ensure the protection of intellectual property. Marketing research on the Internet is a powerful tool. One of the key aspects of e-marketing is that e-marketers can track consumer behavior and respond in real-time to consumers. This unit also introduces marketing through defining the business’ positioning, differentiation, segmentation, and targeting strategies.
Unit 3: E-Marketing Management
The 4 Ps of marketing are just as applicable to e-commerce as they are to any other marketing. In this unit we will cover the product, price, place (distribution), and promotion.
Unit 4: Social Media, Media, and Customer Relationship Management (CRM) in E-Business
Use of social media is currently the key emphasis of e-marketing programs. Social media is evolving and expanding, and is an effective tool to engage customers. Buying media space is another area that is changing constantly. The effect of search and social media on media buying is enormous. Finally, CRM (customer relationship management) is a key area of focus in e-business.
Progress through each unit, complete the written activities, and write the unit examination. At the end of the course, all activities and examinations will be scored and totaled. There is a final project along with discussions as the class progresses.
Total Points 1020
Grade % Range Points Range
A 100% 92% 1020 933
A- 91% 89% 932 903
B+ 88% 86% 902 872
B 85% 83% 871 842
B- 82% 80% 841 811
C+ 79% 77% 810 780
C 76% 72% 779 729
C- 71% 70% 728 709
D+ 69% 68% 708 689
D 67% 60% 688 607
F Less than 60% Less than 607
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