ELECTRONIC MARKETING

Course Information
TitleΗΛΕΚΤΡΟΝΙΚΟ ΜΑΡΚΕΤΙΝΓΚ / ELECTRONIC MARKETING
CodeΔΜ1014
Interdepartmental ProgrammePPS Advanced Computer and Communication Systems
Collaborating SchoolsElectrical and Computer Engineering
Medicine
Music Studies
Journalism and Mass Communications
Cycle / Level2nd / Postgraduate
Teaching PeriodSpring
CoordinatorPetros Lathiras
CommonNo
StatusActive
Course ID600004425

Programme of Study: PPS Advanced Computer and Communication Systems

Registered students: 0
OrientationAttendance TypeSemesterYearECTS
Diktyakī Ypologistikī- Īlektronikó EbórioCompulsory Course215

Class Information
Academic Year2018 – 2019
Class PeriodSpring
Instructors from Other Categories
  • Petros Lathiras
Weekly Hours24
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
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
ActivitiesWorkloadECTSIndividualTeamworkErasmus
Lectures301
Seminars
Total301
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