E-Marketing Syllabus

Course Code: MK0017

Course Title: E-Marketing    (4 Credits)




Course Contents


Unit 1

E-Marketing-An Overview – Introduction, Objectives, Definition, History and, Features of E-Marketing, Definition of E-Marketing, History of E-Marketing, Features of E-Marketing, E-marketing: Scope, Benefits and Problems, Scope of E-Marketing, Benefits of E-Marketing, Problems in E-Marketing, E-marketing Techniques, Internet Marketing, Digital Marketing and E-marketing


Unit 2

Components of E-Marketing - Introduction, Objectives, Customers (Buyers): Impulsive, Patient and Analytical Sellers and Products, Infrastructure: Building a Product System, Intermediaries, Other Business Partners, Support Services, Digital Products.


Unit 3

E-Customers - Introduction, Objectives, Definition of E-Customers, Dealing with Customers’ Motivations and Expectations, Fears and Phobias of Online Customers, Online Buying Process


Unit 4

Types of E-Market - Introduction, Objectives, Definition of E-market, E-Malls, E-Storefront, E-Marketplace


Unit 5

E-Marketing Tools - Introduction, Objectives, E-Mail Marketing, Creating a Website, Social Media Marketing, Pay-Per-Click Advertising, Search Engine Optimization or Paid Search Engine Listing Search Engine Marketing, Blogging and Classified Advertising


Unit 6

E-Marketing Plan – Introduction, Objectives, Definition of E-Marketing Plan, Situational Analysis, Setting Objectives, Marketing Mix Decision, Budget Allocation, Action Plan, Measuring Success


Unit 7

E-Marketing Mix Strategy - Introduction, Objectives, the 4Ps in E-Marketing, Additional 3Ps in E-Marketing of Services, the 2P+2C+3S Formula in E-Marketing


Unit 8

Applications of E-Marketing - Introduction, Objectives, Online Advertising, Direct Response Medium, Role of Distribution in E-Marketing, Lead Generation Platform, Customer Service Mechanism, Relationship Building Medium


Unit 9

Strategic Advantages of E—Marketing – Introduction, Objectives,  Creating New Sources of Competitive Advantage, Direct Distribution Model, Re-engineering the Supply Chain,  Targeting Underserved Segments,  Lower Price Barrier, Delivery Systems for Digital Products, Creates an Efficient Marketplace, Creates a Virtuous Cycle


Unit 10

Methods and Techniques of E-Marketing I -  Introduction, Objectives, Advertising Techniques, Selling Methods, Sales Promotion,  Public Relations


Unit 11

Methods and Techniques of E-Marketing II - Introduction, Objectives, Sponsorship Techniques, Direct Marketing Techniques, Merchandising Techniques, Online Seminar Techniques, Word-of-Mouth Marketing Techniques


Unit 12

E-Metrics - Introduction, Objectives, E-Metrics: An Overview, Monitoring E-Marketing Activities, User Surveys and Usability Testing, Tracking and Site Analysis Tools


Unit 13

E-Customer Relationship Management – Introduction, Objectives,  Concept of E-CRM, Prerequisites for the Implementation of E-CRM, Transition from CRM to E-CRM,  E-CRM and Community Building,  E -CRM and Customer Lifecycle, E-CRM versus E-Loyalty, Conversion Optimization


Unit 14

Legal and Ethical Issues in E-Marketing – Introduction, Objectives, Need for E-Business Legal Protection, Legal and Ethical Issues in E-Marketing, Privacy, Digital Property, Online Expression, Emerging Issues