eMarketing eMarketing

Day FirstThe eMarketing Training and You

Albert Poghosyan

American University of ArmeniaExtension Program

31st of March 2008

Course StructureCourse StructureLectures/Tutorials:

– Contact lecturer any time – Therefore 8 days x 4 hours = 32 hours– Research project execution consulting = 4

hours– Remaining 4 hours will be used for scanning

individual assignments prior to their submission (Monitoring and evaluation).

– Assignment has a 2 weeks duration period therefore it is imperative that all sections are included and theory is applied.

COURSE AimCOURSE Aim

The main aim of the module is to provide you with a sound understanding of eMarketing which, in turn, will give you the confidence and a structure in which to explore the exciting array of opportunities presented by the online community.

COURSE Objectives:COURSE Objectives:

1. To understand how eMarketing fulfils the basic principles of marketing.

2. To recognise the evolutionary stages of eMarketing and resource implications.

3. To embrace change and the necessity to explore the cyber world (see overleaf).

4. To appreciate the range of eTools as well as their advantages and disadvantages.

A philosophical Note to Obj. 3A philosophical Note to Obj. 3 Charles Darwin stated: “It’s not the strongest or

most intelligent that survive, but the ones most responsive to change.”

eMarketing combines marketing theory with available technological resources.

eMarketing is relatively new compared to other marketing disciplines and is subject to continual change as technology evolves.

The world is still developing good eMarketing practice and attempting to eliminate ‘bad practice’ (via new ‘Codes of Conduct’ and in some cases – new laws).

COURSE Objectives (COURSE Objectives (contcont.).)

5. To develop an awareness of the digital impact on each element of the marketing mix. You need to work with the 7 P’s (not just the 4 P’s).

6. To grasp the issues affecting customers, intermediaries and marketers.

7. To become familiar with the e-marketing vocabulary.

MODULE SyllabusMODULE Syllabus

Module incorporates the CIM eMarketing syllabus. Broad overview is:– eMarketing– eCustomers– eMix– eTools– ePlanning

AssessmentAssessment Assignment:

Develop an ‘E-Marketing Plan’ for a real-world organisation.

YOU choose your own organisation. Assignment will be distributed next week! An immediate start is vital – you cannot leave

this assignment till the last two days as much research is required.

Apart from ‘Introduction’ to report, the assignment is 100% APPLIED THEORY.

Learning OutcomesLearning Outcomes

YOU will be able to:Categorise a web site’s evolutionary stage.Ensure eMarketing activities are leveraged

for maximum marketing benefits.Draw new eModels which could be used in

a marketing plan.Advise on the impact which eMarketing has

on each element of the ‘marketing mix’.

Course Learning Outcomes Course Learning Outcomes (cont.)(cont.)

Compare and contrast different eMarketing tools.

Draw up an outline e-Marketing Plan which integrates online and offline marketing.

Additional ResourcesAdditional Resources

YOU need to spend time browsing, looking and learning. Seeing what works and what doesn’t work and building your own portfolio of good and bad e-marketing.

See ‘eLearning System’ on www.apma.am for list of resources.

See main textbook resource on the web site

Core TextbookCore TextbookResources available to you!Resources available to you!

Study material designed to help you improve your understanding.

Extensive links to useful websites, including:– academic and practitioner-oriented articles;– case study materials;– examples of best practice;– guidance on tools and techniques for effective

websites;– glossary.