Course Outline

GITAM UNIVERSITY

GITAM INSTITUTE OF MANAGEMENT

Class: MBA IV Trimester

Duration: 24^thJune – 24^th November, 2009

Title of the Course: E Marketing

Course Outline

Faculty Name: K. Mansoor Ali Khan

Objectives of the Course:

1. To give the students a clear understanding of the principals and practices of using the electronic media to market goods and services.

2. The student is expected to learn the strategic and tactical decisions that businesses have to make when developing their E-Marketing plans.

3. To focus on the demographics of the internet and the various business models employed in online marketing.

4. At the end of the course, the students should

i. be able to have a comprehensive understanding of the use of technology in business,

ii. be able to differentiate between marketing and e-marketing,

iii. be able to conceptualize all the p’s of marketing in terms of e-business,

iv. be able to visualize strategies and policies which would be suitable to e-marketing,

v. be able to identify ethical and security issues in e-marketing.

Text Book

Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing; Pearson Education, 4^th Edition; 2008.

Books Recommended:

1. Ward Hanson & Kirthi Kalyanam; Internet Marketing E Commerce; Thomas South Western Learning; 1^st Edition; 2007
2. Parag Diwan; E Commerce; Excel Publishers
3. Rafi A Mohammed, Robert J Fisher, Bernard J Jaworksi, Aileen M Cahil; Internet Marketing; Tata McGraw Hill
4. J Christopher, Westland & Theodore H K Clark; Global Electronics Commerce; Universities Press (India) Ltd
5. Brahm Canzer; E Business & Commerce; Wiley India
6. Bharat Bhaskar; Electronic Commerce; McGraw Hill; 3^rd Ed; 2009

Pedagogy:

Lecturers, case analysis, and discussions will be used to cover the different topics. Presentations, assignments, and quizzes will be used for evaluating students understanding of this course.

Sess No	Particulars	Reference
1	Introduction to E-Marketing, Meaning & Scope & What is Internet?	Chapter 1; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
2	Evolution and future of E-Marketing & its relation to Internet	Chapter 1; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
3	E Marketing Challenges & Opportunities, E Strategic Planning	Chapter 2; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
4	E Business Models, Performance Metrics	Chapter 2; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
5	Case Study	Chapter 2; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
6	Overview of E-Marketing Plan, Creating an E-Marketing Plan	Chapter 3; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
7	Seven step E-Marketing Plan	Chapter 3; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
8	Issues in E-Marketing Planning	Group Presentation followed by discussions
9	Internet users characteristics & behavior, E-Marketing environment	Chapter 4; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
10	Ethical & Legal issues, Introduction, Privacy issues	Chapter 5; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
11	Digital Property, Emerging issues	Chapter 5; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
12	Software Piracy	Group Presentation followed by discussions
13	E-Marketing Strategies, Marketing Knowledge Management	Chapter 6; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
14	Consumer Behaviour and E-Marketing	Chapter 7; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
15	Consumers in the 21st Century	Group Presentation followed by discussions
16	Market segmentation and targeting in the context of E-Marketing	Chapter 8; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
17	Differentiation & Positioning in E-Marketing	Chapter 9; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
18	Repositioning Strategies	Group Presentation followed by discussions
19	E-Marketing Management, Creating Customer Value Online	Chapter 10; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
20	Product benefits, E-Marketing enhanced Product Development	Chapter 10; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
21	New Product Strategies	Chapter 10; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
22	Internet Pricing Strategies, Buyer & Seller Perspectives	Chapter 11; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
23	The Pricing Strategies	Chapter 11; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
24	Google Vs AOL – Comparative Case Study	Chapter 10 & Chapter 11; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
25	Types of Intermediaries, Length of Distribution Channels	Chapter 12; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
26	Channel Management Issues, Types of Online Channel Members	Chapter 12; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
27	Distribution Channel Metrics	Group Presentation followed by discussions
28	E-Marketing Communication, Integrated Marketing Communication	Chapter 13; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
29	Internet Advertising, Marketing Public Relations	Chapter 13; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
30	Sales Promotion Offers, Direct Marketing	Chapter 13; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
31	Media Selection	Group Presentation followed by discussions
32	Role of Technology in CRM, Relationship Marketing Defined, Stakeholders	Chapter 14; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
33	CRM Building Blocks	Chapter 14; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
34	CRM & SCM Integration, Internet strategies facilitating CRM	Chapter 14; Judy Strauss, Adel E Ansary, Raymond Frost; E Marketing
35	E-Marketing Success Stories – What worked	Group Presentation followed by discussions
36	E – Marketing Failures – What did not work	Group Presentation followed by discussions

K.Mansoor Ali Khan