|The module examines the strategic potential of e-marketing applications and related digital technologies and their implications with the marketing strategy, research and tactics. Marketing on the internet poses a new array of opportunities and challenges to marketers who need to understand new concepts, tools, and business models. The aim of this module is to provide with knowledge of practical frameworks and tools they can apply to understand how different types of businesses can use e-marketing effectively. Topics covered will include: The new marketing dynamism and e-marketing; online versus offline markets and online consumer behaviour and knowledge; e-marketing strategies and tactics within an e-business perspective, the range of e-marketing tools as well as their advantages and disadvantages, steps in e-marketing planning, e-marketing implementation and practice, the digital impact on the element of the marketing mix, the opportunities and challenges of the Internet as a market research tool, the importance of using e-technologies to build and nurture customer relationships, the marketing uses of online communities and social networks, the variety of metrics available to evaluate e-marketing programmes, ethical and legal issues in E-marketing, booming potentials of viral marketing and e-referral programs.
Administrative assistant: TASLIMA BOODHUN-JHUMKA