||This course examines emerging electronic technologies and their impact on a firm's marketing strategy. Emphasis is placed on trends in e-marketing as well as the unique opportunities and challenges faced in the electronic environment. Students will apply the components of the traditional marketing mix to an electronic marketing strategy.
- Distinguish the differences in the terms electronic commerce and electronic marketing and recognize their increasing importance in strategic planning.
- Analyze and apply the characteristics of e-marketing: addressability, interactivity, databases, control, accessibility, and digitization.
- Examine how characteristics of electronic marketing strategies differentiate from traditional methods.
- Explain significant differences in the development of the marketing mix in the dynamic electronic environment.
- Analyze the components of consumer-generated electronic marketing, including social networks, blogs, wikis, online forums, instant messaging, online games, podcasts, and online videos.
- Determine how electronic marketing and information technology can facilitate customer relationship management.
- Identify the legal and ethical considerations in electronic marketing.
- Apply the four phases of marketing online: pre-sale, taking orders, delivering products and posting the sale.
- Explain the components of web page development: graphic design, advertising banners, color usage, HTML basics, and interactive tools such as hyperlinks and e-mails.
- Demonstrate design and layout principles in creating effective web pages within the constraints of an electronic environment.
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