This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Basic knowledge of marketing management theory (Marketing Management (IESEG II) or equivalent)

Learning outcomes

At the end of the course, the student should be able to:
- Understand the subtle differences between e-commerce, Internet marketing and Internet advertising
- Master the fundamental elements of creating and implementing an Internet marketing strategy
- Identify the particularities of an Internet marketing plan
- Understand the principles of E-CRM
- Successfully distinguish the various communication channels of Internet marketing and understand their advantages and disadvantages
- Acknowledge the importance of mobile marketing and demonstrate insight into the conditions of its applicability based upon real-life case studies
- Develop a reference framework for more specialized courses on Internet marketing, such as Web Advertising or Social Media Marketing

Course description

The emergence of the Internet and other new forms of information and communication technology has changed business environments and the practice of marketing dramatically. The choice to conduct business online surpasses the mere choice of which communications channels to deploy. To fully benefit from its potential, companies must consider the usage of digital communication and interaction channels from the very development of their marketing strategy. In this course, a comprehensive overview of the practice of digital or e-marketing is offered, tackling issues as the development of an Internet marketing strategy, an Internet marketing plan and the tactical configuration comprised in the online marketing mix.

Given the importance of the digital communication channels for marketing promotion, special attention is devoted to an overview of the advertising instruments at the disposal of a digital marketing manager. Finally, a special topics session will delve into mobile marketing and Internet marketing for B2B companies.

In detail, the course sessions are organized as follows:

Session 1 : The Internet Marketing Environment (Chapters 1-3)
- The Internet (R)Evolution
- The Internet macro-environment
- The Internet micro-environment
- Case study: Hubpost: Inbound Marketing and Web 2.0

Session 2 : Developing an Internet Marketing Strategy and an Internet Marketing Plan (Chapters 4 & 5)
- Internet Marketing Research
- Online Consumer Behavior
- Developing an Online STP Strategy
- Internet Marketing Strategy
- Internet Marketing Mix
- Product Strategy
- Price Strategy
- Distribution Strategy
- Promotion Strategy

Session 3 : E-CRM and the Online Customer Experience (Chapters 6 & 7)

Session 4 : Digital Communication Channels
- Overview of the Internet Promotion Mix
- Case study: Online Marketing at Big Skinny

Session 5 : Special Topics
- Mobile Marketing : the future of Internet Marketing ?
- B2B versus B2C Internet Marketing

Session 6 : Student presentations

Class type

Class structure

Teaching methods

• E-learning
• Interactive class
• Presentation
• Project work

Assessment

The assessment of this course consist of:
- Participation : Participation during lectures, exercises, guest speaker presentations and case study work
- Group work: elaborating, analyzing and presenting case studies in digital marketing

Recommended reading

• Chaffey, D. et al., 2010, Internet Marketing: Strategy, Implementation and Practice. Pearson Education. -

• Strauss, J. and Frost, R., E-Marketing (sixth edition), Pearson Education -