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.
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.