SUBJECT (MODULE) DESCRIPTION. Form of implementation Period Language of instruction Lectures, seminars, individual and group work

Transcription

1 SUBJECT (MODULE) DESCRIPTION ELECTRONIC MARKETING The name of the academic subject (module) Code Staff Co-ordinator: lect. Marius Grigelionis Other(s): - Faculty of Economics Division Cycle of studies Bachelor. pre-master Elective Type of the subject (module): Form of implementation Period Language of instruction and group work 6th, Spring English Requirements for student Prerequisites: Additional requirements (if any): foundations of management (or equivalent) Internet access microeconomics macroeconomics global business (or equivalent) foundations of marketing (or equivalent) Volume of the subject Total student s workload Contact hours Independent work hours (module) in credits Aims of the subject (module): competencies to be built by the study programme This course aims to provide knowledge about basic principles of e-marketing and to guide the practical application of that knowledge in business. The main objective of the course is to introduce students into the "realms" of e- marketing and e-business by providing concepts, theoretical models of e-marketing and presenting the role of e- marketing in today s business world. The course material encompasses the following topics: e-marketing channels, marketing research online, consumer behavior, e-marketing elements and application, e-marketing strategy execution. Generic competencies to be built by the study programme: Ability to solve management and business related issues creatively by practically applying acquired knowledge Skill to analyze information and to draw firm conclusions Subject specific competencies to be built by the study programme: Capability to execute sistematic evaluation of organization and organizational environment Capacity for planning, organizing and managing practical activities The enrolment in this course will contribute to the student s understanding of e-marketing and e-business communication. Students will learn to employ main e-marketing concepts and theoretical models in order to achieve business goals. Also, the application of general e-marketing principles will be unveiled. Attendees will be provided with the tools for critical analysis and planning of e-marketing channels. During this course students will improve the understanding of electronic communication principles and the application of target market segmentation tools. Finally, course participants will be able to empower the knowledge of anticipating the impact of e-marketing vehicles on the general marketing decisions and results. Numerous teaching methods shall be applied in the course: problem-based learning, case analysis, individual and team work, debate methods will be used. Students will be taught to adapt theoretical knowledge by developing e- marketing strategy projects or e-marketing plans in different markets. Intended outcomes of the subject (module) Study methods Assessment methods

2 Attendees will be able to practically apply the acquired knowledge Undergraduates will be able to determine the interconnection and interoperability of various events, to identify management and business problems Students will be able to deliver clearly defined information needs, use information technology and data sources Attendees will be able to find, accumulate and organize the necessary information independently Students will be able to carry out analysis of environment, threats and opportunities individually Undergraduates will be able to evaluate markets and shall apply the adequate means of communication Students will understand nature and properties both of business processes and operations Attendees will be able to operate and deliver results in an international context Contact hours Group project Group project Group project Independent work assignments 1. Introduction Themes Internet Marketing as Part of the Marketing Communication Mix 2. The Internet Value Chain 3. Business Models and Strategies 4. The Direct Response and Database Foundations of Internet Marketing 5. Developing and Maintaining Effective Websites Lectures Consultations Seminars Practical classes Practical classes Lab works Practice Total contact hours Independent work Assignments Team formation, choosing company, entire chapter No 1, preparation for mid-term No assigned textbook, preparation for mid-term, group Reading: entire chapter No 3, preparation for mid-term, group Reading: pg up to The Role and Importance of Customer Lifetime Value ; pg stop at The Database Imperative, preparation for midterm, Reading: pg ; pg

3 Measuring and Evaluating Web Marketing Programs 6. Measuring and Evaluating Web Marketing Programs Electronic Marketing Strategy 7. Display Advertising and Other Customer Acquisition Techniques 8. Search Marketing:SEO & PPC 9. Social Media Marketing Display Advertising and Other Customer Acquisition Techniques Online Branding and Video Marketing 11. Marketing to Build Consumer and Business Relationships 12. Customer Service and Support in Web Space 13. Mobile Marketing and Related Developments 14. Electronic Marketing and Consumer Privacy Usability sections only, preparation for mid-term, group Reading: pg up to Usability Testing ; pg , preparation for mid-term, group Reading: pg up to Social Networking Advertising Options ; pg , preparation for midterm, Reading entire chapter No 8, preparation for end-term, group Reading: pg Stop at Executing Nokia s Social Media Vision ; pg Social Networking Advertising Options, Reading pg , group projects Reading entire chapter No 7, preparation for end-term, group Reading: pg ; pg Stop at Themes in Strategic Customer Management, Reading pg Mobile Marketing Campaigns up to Barcode Marketing, Preparation for endterm,

4 Electronic Business and Electronic Marketing Trends Total: Assessment strategy Share Time of Criteria of assessment in % assessment Mid-term exam 25 March- April closed-ended questions and 1-10 open-ended questions (valued 1 point each) End-term exam 25 April-May closed-ended questions and 1-10 open-ended questions (valued 1 point each) Group project. Review of 10 March- Group of students is assigned a topic. Group carries out a innovations (deliverables: April research on the innovations in topic and delivers the report, presentation) presentation in class (interactive, using multimedia). Written innovation review report (with the documents which prove reliability of report) is delivered to the lecturer on specific date via virtual learning environment. Document formatting requirements: Number of pages of report: up to 4 (four) A4 size pages Font: Times New Roman Font size: 12 pt. Line spacing: 1,15 pt. Number of appendices: unlimited A review presentation delivery has to be constructive, insightful and interesting. It should stimulate discussions in the class. The duration of group presentation should not exceed 15 minutes. The following aspects of presentation delivery will be assessed: - Structure of presentation (15 %) - Knowledge of subject (30 %) - Creativity (10 %) - Quality of visual elements (15%) - Conclusion (15 %) - Delivery of presentation (15 %) Group project. Research work (deliverables: electronic marketing plan) Students must use due diligence in doing their work in this course. All assignments are due by the time listed on the syllabus. The time the assignment is turned in is when student uploads it to virtual learning environment and delivers a presentation in class. Student and/or students will lose all assignment points for turning in an assignment late. 20 April - May The following aspects of research work will be assessed: - Theoretical knowledge (20 %); - Analysis (15 %); - Generalization (15 %); - Logic (10 %); - Integrity (10 %); - Conclusions (15 %); - Sources (5 %); - Formatting (10 %). All assignments are due by the time listed on the syllabus. The time the research work is turned in is when student uploads the file to virtual learning environment. Student and/or students will lose 1 assignment point per day for turning in an assignment late.

5 Group project. Presentation of research work (deliverables: slides, presentation) 10 April - May A group project presentation delivery has to be constructive, insightful and interesting. It should stimulate discussions in the class. The duration of group presentation should not exceed 15 minutes. Group project. Blog and Google Analytics, Web Page, Facebook and PPC Assignment (deliverables: shared access to results, screenshots) Notes. 10 March - May The following aspects of presentation delivery will be assessed: - Structure of presentation (15 %) - Knowledge of subject (30 %) - Creativity (10 %) - Quality of visual elements (15%) - Conclusion (15 %) - Delivery of presentation (15 %) All assignments are due by the time listed on the syllabus. The time the assignment is turned in is when student uploads presentation to virtual learning environment, delivers a presentation in class. Student and/or students will lose all assignment points for turning in an assignment late. Each group of students will create a blog using WordPress. Group will write at least one post to the blog. Google Analytics shall be installed to blog. Each team will create a web page and Facebook page for a fictitious company. Each team will also create a PPC campaign for this company. This assignment will familiarize students with the concept of website usability and PPC advertising. The following aspects will be assessed: - Blog (20 %) - Analytical tools, e.g. Google Analytics (20 %) - Web Page (20 %) - Social networks, e.g. Facebook (20 %) - Advertising networks, e.g. Google Adwords (20 %) The final accumulative grade consists of two tests and multilayer group project: % - 10 (maximum grade) 85-94% % % % % - 5 Less than 45% - unsatisfactory, not meeting minimum requirements of the course (4, 3, 2, 1) During the retake of exam student is able to retake 1 st and 2 nd tests only. Evaluation of multilayer group project is available during lectures and seminars only. Therefore, for some assignments late submission is not permitted at all. Author Published in Title Compulsory literature Roberts, M.-L.; Zahay, D Internet Marketing: Integrating Online and Volume of a periodical or publication Place of publishing, publishing house, or Internet reference 3 Cengage Publishing Offline Strategies Supplementary literature Strauss, J.; Fros, R E-Marketing 6 Prentice Hall

6 Spiller, L.; Baier, M Contemporary Direct & Interactive Marketing Laudon, K.; Traver, C. G E-Commerce 2012 CourseSmart e-textbook Chaffey, D E-Business and E-Commerce Management: Strategy, Implementation and Practice 2 Prentice Hall 8 Prentice Hall 5 Financial Times Press Additional materials Free of charge and electronically accessible websites, blogs and other online sources are provided during lectures and seminars Video and other learning material is provided during lectures and seminars