ELECTRONIC MARKETING
| Title | ΗΛΕΚΤΡΟΝΙΚΟ ΜΑΡΚΕΤΙΝΓΚ / ELECTRONIC MARKETING |
| Code | ΔΜ1014 |
| Interdepartmental Programme | PPS Advanced Computer and Communication Systems |
| Collaborating Schools | Electrical and Computer Engineering Medicine Music Studies Journalism and Mass Communications |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Spring |
| Coordinator | Petros Lathiras |
| Common | No |
| Status | Active |
| Course ID | 600004425 |
Programme of Study: PPS Advanced Computer and Communication Systems
Registered students: 0
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| Diktyakī Ypologistikī- Īlektronikó Ebório | Compulsory Course | 2 | 1 | 5 |
| Academic Year | 2018 – 2019 |
| Class Period | Spring |
| Instructors from Other Categories |
|
| Weekly Hours | 24 |
| Class ID | 600138561
|
Course Type 2016-2020
- Scientific Area
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
- Face to face
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600138561
Language of Instruction
- Greek (Instruction, Examination)
- English (Examination)
Prerequisites
General Prerequisites
Basic knowledge of marketing and marketing strategy.
Learning Outcomes
To understand that the internet is a valuable marketing tool that can improve the effectiveness and efficiency of the business. To explain how the internet marketing is integrated in a firm’s marketing mix and fits into the overall strategic marketing framework. To learn how to design and prepare an internet marketing plan. To gain insight into web-quality metrics and explore the integration of internet and CRM activities.
On successful completion of this course the student will:
1)be able, to analyze, evaluate and apply concepts and theories relevant to internet marketing and its link with traditional marketing
2) describe the opportunities and limitations of applying internet marketing concepts to companies
3) demonstrate an understanding of how internet marketing can be utilized to enhance the business position in the market
4) obtain the knowledge and skills to develop an internet marketing plan
5) know the role of CRM and how its activities is integrated with internet to improve competitiveness
6) know the online advertising formats and develop the online advertising media planning model.
7) have a basic understanding of the dimensions measuring web-quality.
Course Content (Syllabus)
Marketing through internet, traditional and internet marketing, reasons to be on line and advantages and limitations for an online firm. Effect of internet in the development and implementation of strategy and of marketing mix. On line Advertising. Construction of internet marketing plan, Case Study. Web quality measurements, Extensive enterprise, CRM and eCRM.
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 30 | 1 | |||
| Seminars | |||||
| Total | 30 | 1 |
Student Assessment
Description
70% written exams and 30% assignment
Bibliography
Additional bibliography for study
Βλαχοπούλου Μ. (2003). «e-Marketing, Διαδικτυακό Μάρκετινγκ», Rosili.
Chaffey D. , Ellis-Chadwick F., Mayer R. (2009). Internet Marketing, Strategy Implementation and Practice, 4th ed., Prentice Hall , Financial Times.
Janal D.S. (2000).Guide to Marketing on the Internet, John Wiley & Sons, Inc.
Coupey E. (2001). “To Μάρκετινγκ στο Internet”. M.Γκιούρδας.
Προτείνεται στους φοιτητές η μελέτη επιστημονικών περιοδικών σχετικά με τη ποιότητα ιστοσελίδων και την διαδικτυακή διαφήμιση.
Last Update
23-09-2013
