E-marketing TABLE OF CONTENTS 1. Course outline ......................................................................................................................................... 2 2. Introduction to e-Marketing .............................................................................................................. 3 2.1. Introduction to e-marketing ........................................................................................................................... 3 2.2. Other types online businesses ........................................................................................................................ 5 2.3. Benefits and objectives of e-marketing ..................................................................................................... 5 3. E-marketing concepts ........................................................................................................................... 7 3.1. Application of Internet in business and exchanging marketing communication .................. 7 3.2. Forms of e-marketing (B2C, B2B, C2B, C2C) ........................................................................................... 8 3.3. Success factors for e-marketing .................................................................................................................... 9 4. Fundamentals of e-Marketing ............................................................................................................ 9 4.1. Advertising in e-Marketing .............................................................................................................................. 9 6.1. Communication on Internet ......................................................................................................................... 16 6.2. e-business intelligence and internet marketing research ............................................................. 17 6.3. pricing in online markets ............................................................................................................................... 20 6.4. online product development ........................................................................................................................ 22 7. E-Market Structures ........................................................................................................................... 23 7.1. Impact of e-marketing on market structures ....................................................................................... 24 7.2. Types of e-market places ............................................................................................................................... 25 7.3. Architecture/modules of an e-marketplace ........................................................................................ 26 8. Implementing e-marketing in the online marketplace (e-marketplace) ........................ 27 8.1. E-marketing strategies .................................................................................................................................... 27 8.2. Managing your online marketplace for success ................................................................................. 27 9. Developing and Advertising an E-shop ........................................................................................ 28 9.1. Strategies for designing a web portal for e-shop ............................................................................... 28 9.2. Design tools and their applications .......................................................................................................... 29 9.3. Marketing your e-shop .................................................................................................................................... 30 10. Glossary of terms .............................................................................................................................. 35 E-marketing , Geoffrey G. Kamau 1 Course outline KABARAK UNIVERSITY COURSE CODE: MKTG 323 COURSE NAME: e-MARKETING LECTURER: KAMAU GG Email: [email protected] Pre-requisite: Student must have covered introductory units to Management, ICT Applications and Introductory Units to Marketing . COURSE OBJECTIVES The objectives of this course are to enable students to: 1. Understand concepts of e-marketing 2. Appreciate Internet as a tool for efficiency and effectiveness in exchanging marketing communication 3. Explain the concept of merger of marketing and ICT in the online space 4. Distinguish various forms of e-marketing (B2C, B2B, C2C, C2B) 5. Discuss fundamentals of e-marketing space (Advertising, Communication on Internet, e-business intelligence and internet marketing research, pricing in online markets, online product development) 6. Identify and explain e-marketplace structures (dis/re-intermediation of e- marketplaces, types of market places, vertical verus horizontal e-marketplaces, online catalogues, online exchanges, online auctions, architecture/modules of an e- marketplace) 7. Implement e-marketing in the online marketplace (e-marketplace): strategies - identifying opportunities, planning, execution, managing your online marketplace for success) 8. Design an e-shop: Strategies for designing a web portal for e-shop, design tools and their applications, going live on e-shop 9. Market an e-shop through online marketing search engines, viral marketing, database marketing, data mining, one-to-one marketing and customer, etc. COURSE CONTENT 1. Week 1-2: Introduction to e-marketing (definitions, evolution of internet, evolution of e-marketing, evolution of ICT, media convergence in technologies); other types online businesses (e-businesses) – e-procurement, e-commerce, e-entrepreneurship, etc. 2. Week3: Application of Internet in business and exchanging marketing communication, 3. Week4: Merger of marketing and ICT in the online space 4. Week4: Forms of e-marketing (B2C, B2B, C2C, etc) 5. Week5: Fundamentals of e-marketing (Advertising, Communication on Internet, e- business intelligence and internet marketing research, pricing in online markets, online product development) E-marketing , Geoffrey G. Kamau 2 6. Week6: E-marketplace structures (dis/re-intermediation of e-marketplaces, types of market places, vertical versus horizontal e-marketplaces, online catalogues, online exchanges, online auctions, architecture/modules of an e-marketplace) 7. Week7: Implementing e-marketing in the online marketplace (e-marketplace): strategies - identifying opportunities, planning, execution, managing your online marketplace for success) 8. Week8: CAT2 (Sit-in) 9. Week9-10: Practical on design of an e-shop: Strategies for designing a web portal for e- shop, design tools and their applications, going live on e-shop 10. Week11: Marketing your e-shop (online marketing search engines, viral marketing, database marketing, data mining, one-to-one marketing and customer, etc.) 11. Week12-13: E-shop project presentation (CAT 3) ASSESSMENT CATS (Individual assignments/group assignment (CAT1), sit-in CAT2, Project CAT3) 30% FINAL EXAM 70% TOTAL 100% REFERENCES (Recommended) Chen, S. (2005). Strategic Management of e-Business, 2 nd edn. West Sussex: John Wiley & Sons Kenneth C., Traver, C.G. (2009). E-commerce, business, technology, society; 4 th edn . New Delhi: Pearson Education. And any other texts on the subject 1. Introduction to e-Marketing Introduction to e-marketing (definitions, evolution of internet, evolution of e-marketing, evolution of ICT, media convergence in technologies); other types online businesses (e- businesses) – e-procurement, e-commerce, e-entrepreneurship, etc. 1.1. Introduction to e-marketing Definitions Marketing refers to the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, consumers, and society at large. It involves product development, pricing, placement (or distribution) and promotion (selling activities). eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. E-marketing , Geoffrey G. Kamau 3 eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. It includes all the activities a business conducts via the Internet with the aim of attracting new business, retaining current business and developing its brand identity. Traditional Marketplaces versus e-Marketplaces A marketplace is the space, actual, virtual or metaphorical, in which a market exchanges (buying and selling) take place. A traditional marketplace is a marketplace in the 'real world' in which products and services are provided and consumed such as a market square in a city square or in a village where traders set up stalls and buyers browse the merchandise. This kind of market is very old, and countless such markets are still in operation around the whole world. It may also be a traditional physical shop in a street. Online marketplaces (e-marketplace or e-marketspaces) are virtual markets in the Internet where remote sellers and buyers can transact, for example eBay, a globally available virtual auction house for products. The Internet has also enabled other marketplaces to thrive by connecting buyers and sellers