EMarketing Course Outline Period 1 1 1 Course

E-Marketing Course Outline Period 1 1 -1 Course Introduction Program 12 weeks Definitions E-Business Introduction Assignment 1 -2 Basics of Marketing Planning & Strategy How does a computer work 1 -3 Marketing Segmentation & Targeting How does the Internet work 1 -4 E-Business Strategy & Integration Positioning 1 -5 E-Business E-Procurement 1 -6 E-Business Customer Relationship Management Arnhem Business School 1

E-Marketing Course Outline Period 2 2 -1 Search Engine Marketing 2 -2 E-Marketing Mix 2 -3 Interactive Marketing Communications 2 -4 B-to-B Internet marketing 2 -5 B-to-C Internet marketing 2 -6 Recap & Trial Exam Arnhem Business School 2

Your. Company YOURCOMPANY Back Office Your. Supplier E-Procurement / E-Purchasing Your. Customer CRM Invoicing Finance HRM MRP SCM System Integration: ERP System SCM Supplier of Your. Supplier Front Office $ Customer of Your. Customer Online Intermediaries CRM System Information E-Marketing Transaction E-Commerce E-Business Re-Intermediation Dis-Intermediation ERP Enterprise Resource Planning MRP Materials Requirement Planning CRM Customer Relationship Management SCM Supply Chain Management Arnhem Business School Internet Infrastructure Intranet: members of Your. Company Extranet: extended for third parties Client - Server System 3

The “ 6 I’s” of the E-Marketing mix 1. Interactivity § The customer initiates the contact § The customer is seeking information pull § Responses can be gathered and stored 2. Intelligence § Relatively low cost method of marketing research § Tracking of “clicking behaviour” § Possibility of questionaires, however short and sufficial Arnhem Business School 4

The “ 6 I’s” of the E-Marketing mix 3. Individualisation § In B 2 B: personalised webpages for key-accounts § In B 2 C: My. Nokia or setting up “profiles” (amazon) 4. Integration § “The Internet is just one of many different media channels” § A direct response tool § To support the buying decision § “Mixed-mode buying” Arnhem Business School 5

The “ 6 I’s” of the E-Marketing mix 5. Industry Restructuring § The process of dis-intermediation and re-intermediation 6. Independence of Location § The global market is open § Beware of problems with culture and language Arnhem Business School 6

Conversion Marketing § § § To convert potential site visitors into actual visitors To convert visitors to a required action on the site To convert visitors to retaining visitors § Amazon: Arnhem Business School 1 buyer need 7. 500 site visits. 7

How does a computer work? q http: //computer. howstuffworks. com/pc. htm Arnhem Business School 8

The Assignment q EX-EMAR 1 A. R See the handout. Arnhem Business School 9