EBUS520 e-Marketing Theory and Application

Integrating Online and Offline Marketing in a Global Business Environment

• Internet Marketing Section One
• Describe the growth and integration of e-marketing.
• Evaluate the impact of external environmental factors on e-marketing.
• Analyze various e-business models and how they provide value to the organization's customers.
• Assess the various levels of commitment to e-business practices in for-profit, nonprofit, and governmental organizations.

e-Marketing Strategy

• Determine the evolution of market research and market intelligence to support marketing strategy.
• Apply various e-marketing models to overall marketing strategy.
• Evaluate methods for measuring the effectiveness of marketing strategies and e-marketing tools.
• Assess branding and positioning strategies in both traditional marketing and e-marketing.

The Evolving Marketing Mix

• Describe the application of the four Ps in an e-marketing environment.
• Critique the Internet as an appropriate medium to market various products and services.
• Evaluate the changes in traditional distribution channel management brought about by e-marketing strategies.
• Recommend pricing strategies appropriate for selling products and services on the Internet.

e-Marketing Communications

• Defend the importance of integrated marketing communications.
• Weigh the use of technology to enhance customer relationship management (CRM) and knowledge management (KM).
• Prove the importance of proper Web site design, content, and optimization in delivering value to an organization and its customers.
• Recommend appropriate online promotional tactics in support of specific marketing strategies.
• Contrast the strengths and weaknesses of advertising and public relations via traditional media versus electronic media.

e-Marketing Regulation and Ethics

• Debate the major ethics concerns impacting e-marketing and customers.
• Assess the effects of the global regulatory environment on e-marketing.
• Create a code of ethics for e-marketing.
• Analyze how specific industries and sectors are responding to the regulatory and ethics challenges when implementing e-marketing strategies.

Emerging e-Marketing Tools and Standards

• Analyze emerging technologies, applications, processes, and markets.
• Forecast the impact of m-commerce on e-marketing.
• Theorize about the future impact of virtual communities on e-marketing and consumer behavior.
• Summarize the impact of innovative technologies and applications on the global expansion of e-marketing.