Download BMA208/308

MMRK 702
ELECTRONIC (E) - MARKETING STRATEGY
August –December 2008 semester
This module will be offered at: TELONE
The lecturing team responsible for this module will be: Mr T.Chitura
Syndicate 3 (STC)
Phone: +26311 643 916
Email: [email protected]
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Introduction to the unit
Increasing use of the Internet, by both businesses and consumers, is having a profound
effect upon commerce worldwide, and, as part of this process, many argue that the field
of marketing has been irrevocably transformed. Marketing theorists and practitioners are
beginning to recognize the need to revise traditional practices and, where necessary, to
modify previously established principles of marketing. This is opening up a dynamic new
area of marketing and the challenge for contemporary marketers is to understand
emerging impacts upon theory and their associated practical implications. The aim of this
unit is therefore to assist students in understanding the forces which underlie the Internet
revolution, in business generally and in marketing specifically, and to equip them with a
framework which will enhance their capacity to secure competitive advantage in a
constantly changing environment. Throughout, the unit emphasizes the cross-professional
nature of Internet marketing and the need to involve specialists from the fields of
marketing, design and information technology. As a marketing unit, the focus is upon the
impact of the Internet with regard to marketing theory and practice rather than the
technical programming and design aspects of associated information systems.
Module learning outcomes
Upon completion of this course, the students are expected to:
 Discuss the function and definition of e-marketing
 Apply the elements of e-marketing in real life situations
 Draw up an e-marketing Plan
 Interpret customer-buying behavior within a web environment.
 Conduct extensive market research and apply it to a major research project
 Develop an understanding of designing digital marketing strategies Online
 Develop an understanding of e-customer relationship Management (e-CRM)
techniques
 Develop an understanding of online product, positioning, pricing, distribution and
promotions.
 Define and explain the concepts and tools required to build and maintain an
effective e-business presence
 Apply and evaluate the stages involved in developing an e-marketing strategy
(e.g. marketing mix, e-CRM, e-customer experience, online marketing research,
interface design, metrics)
 Appreciate the opportunities and challenges of electronic media, and particularly
the Internet, as marketing communications and marketing research vehicles
 Apply and develop practical skills (e.g. group work, oral and written
communication) to facilitate interventions in decision-making situations
Method of Learning and Teaching:
The module is taught via lectures, which discuss the key conceptual and strategic issues
in e-marketing. These ideas will be put into practice in the group-work. Students will be
expected to prepare for lectures through identified readings, case studies, and exercises.
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Each of the lecture topics are key foundation areas within electronic marketing. These are
supported by the identified chapters from the essential text in addition to selected
readings provided with the lecture notes. Students are expected to have read the relevant
material prior to the lectures to ensure all the learning outcomes detailed above are met.
Weeks 15-17 adapt the core marketing mix (4Ps) strategy to the e-business context.
Weeks 18-19 focus on the role of the customer, i.e. building relationships and compelling
experiences. Weeks 20-23 focus on planning, implementation tactics, and evaluation of
the e-marketing strategy.
Texts: Essential reading
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Strauss, Judy; Ansary, A. & Frost, R. 2003. E- Marketing-3 Edition. Pearson
Education, New Jersey.
Background Reading
The publications listed below are highly recommended for further reading on the topics
covered in the unit.
Books
Journals and Periodicals
Apart from books, you will find it valuable to get into the practice of reading relevant
articles from journals and periodicals (including newspapers and magazines). As yet,
there are few peer-reviewed journals printed specifically for the area of electronic
marketing. Rather, material may be sourced from more general peer-reviewed academic
journals, or from online journals, some of which have a less rigorous process of review.
Specific Peer—Reviewed Academic Journals
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Journal of Interactive Marketing
Electronic Markets
General Peer—Reviewed Academic Journals
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Journal of the Academy of Marketing Science
Journal of Marketing Research
Journal of Marketing Management
International Journal of Information Management
International Journal of Electronic Commerce
Sloan Management Review
Harvard Business Review
Magazines, Newspapers and other Online Sources
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American Marketing Association: www.marketingpower.com
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E-Marketer (www.emarketer.com)
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B&T Weekly (Incorporating Professional Marketer) (www.bant.com.au)
Business Review Weekly (www.brw.com.au)
Sydney Morning Herald (www.smh.com.au)
Australian Financial Review (www.fairfax.com.au)
Forrester Research (www.forrester.com)
Jupiter (www.jup.com)
Gartner Group (www.gartner.com)
Media Metrix (www.mediametrix.com)
Method of Assessment
Method of Assessment:
The module will be assessed by two pieces of group coursework (30%) and a three-hour
exam (70%).
Examination format
The exam is in closed book format comprising a compulsory case study and three essay
questions of your choice. The case study evaluates the student’s ability to critically
analyse an e-marketing problem and apply their critique to a practical situation. In section
B, students will choose three questions from a list of specialist issue questions. These
questions will assess students’ knowledge and comprehension of the module.
Coursework
The coursework comprises a group presentation and a group assignment (i.e. report). The
group work will be evaluated by the lecturer.
Submission of Coursework
Lodging Coursework
Remember that you are responsible for lodging your written Coursework on or before the
due date. I suggest you keep a copy—photocopying is ideal. Even in the most ‘perfect’ of
systems, items sometimes go astray. Note that you may also be required to submit an
electronic copy of your written Coursework. All coursework must be handed in before
the due date.
Return of Coursework
Coursework will be returned during classes or it can be collected from the lecturer’s or
room at nominated times.
Plagiarism
Plagiarism is a form of cheating. It is taking and using someone else’s thoughts, writings
or inventions and representing them as your own, for example:
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• using an author’s words without putting them in quotation marks and citing the
source;
• using an author’s ideas without proper acknowledgment and citation; or
• copying another student’s work.
If you have any doubts about how to refer to the work of others in your
assignments, please consult your lecturer for relevant referencing guidelines. The
intentional copying of someone else’s work as one’s own is a serious office punishable
by penalties that may range from a fine or deduction/cancellation of marks and, in the
most serious of cases, to exclusion from a unit, a course or the University. Plagiarism can
be a difficult concept to define; however, simply put, plagiarism is using other people’s
ideas and words without clearly acknowledging the source of that information. It is
important to note that in college we are continually exposed to other’s ideas. We read
ideas and words in textbooks, hear them in lectures, discuss them in class, and
incorporate them into own writing. One must always keep in mind that you must give
credit when credit is due.
In order to avoid plagiarism, you must give credit whenever you use:
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Another person’s idea, opinion, or theory;
Any facts, statistics, graphs, visual images (i.e.: drawings, videos, etc.) that are
not common knowledge;
Quotations of another person’s spoken or written words; or
Paraphrase of another’s person’s spoken or written words.
Tutorial Program
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Define e-business and e-marketing
What are performance metrics and why are they important?
How does technology both raise and lower costs for companies?
What are some of the marketing implications of Internet Technologies?
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How does e-business strategy relate to strategy on the corporate level?
Define e-marketing strategy and explain how it is used?
How does an e-business model differ from a physical (analogous) model?
What is Customer Relationship Management (CRM) and why do
companies create strategies in this area?
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What are the six steps in e-marketing plan?
What is the purpose of an e-marketing objective-strategy matrix?
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How and why do e-marketers use database-marketing technologies?
What is content filtering and why is it important to some Internet users?
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What are the three main vehicles for advertising on the Internet?
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What are some ways of companies are using the Internet for marketing
public relations, sales promotions, and direct marketing?
What are the strengths and weaknesses of the Web as an advertising
medium?
What is Competitive Intelligence and what are some of Online CI data?
How do marketers turn marketing data into marketing knowledge?
How can e-marketers facilitate Internet Exchange?
What are the five main categories of outcomes sought by Internet Users?
What is CRM and what are main benefits of e-CRM?
What are the seven building blocks of CRM?
What is Supply Chain Management and what are the advantages of CRMSCM integration?
Explain how data mining, real-time profiling, collaborative filtering, and
outgoing e-mail help firms customize offerings?
Why do e-marketers need to measure attitude toward technology? What
measures are available?
Why would an e-marketer want to create or nurture a Web site for
building a community?
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How might an online company react if a rival embarks on competitor
positioning in an unflattering way?
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What are the arguments for and against using existing brand names on the
Web?
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What is price transparency and why is it an important concept for emarketers to understand?
List the main factors that put downward pressure on prices in the Internet
channel?
How does the value of distribution channel functions change when they
become Internet based?
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Assignment Topics
Assignment 1:
Assignment 2
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MODULE CONTENT/TOPICAL OUTLINE:
TOPIC
WEEK
Week 1
Week 2
Week 3
Week 4
TOPICS
Introduction
marketing
DESCRIPTION OF CONTENT
to e- Explain how the Internet and information
technology advances offer benefits and challenges
to consumers, businesses, marketers, governments,
and societies; distinguish between e-business and emarketing;
identify
important
legal
and
technological factors that affect e-marketing;
describe the composition of the Internet and the use
of intranets, extranets, and the Web; outline
characteristics of the three major markets for ebusiness; complete in-class marketing applications
exercises.
 What Is Online Advertising?
Online Advertising
 'Traditional' online ads - Banners, Buttons
and Pop-Ups
 Rich Media advertising
 Pricing Models & Delivery Options
 Targeting
On line marketing Identify three main sources of data that e-marketers
use to address research problems; discuss quality of
research
research data gathered online; explain why the
Internet is used as a contact method for primary
research and describe the main Internet-based
approaches to primary research; contrast clientside, server-side, and real-space approaches to data
collection; highlight four important methods of
analysis that e-marketers can apply to information
in the data warehouse; complete in-class marketing
applications exercises.
Discuss general statistics about the Internet
Consumer Behavior
population;
identify
the
social,
cultural,
technological, legal, and political issues that
explain why people do not use the Internet;
describe the Internet exchange process; outline the
broad individual characteristics and consumer
resources that consumers bring to the online
exchange; highlight the five main categories of
outcomes that consumers seek from online
exchanges;
complete
in-class
marketing
applications exercises.
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Week 5
E-marketing strategy
 Product
and
Branding
 Pricing
and
Distribution
 Integrated
Marketing
Communications
Week 6
e-Customer
Relationship
Management
Week 7
Global Perspective
Week 8
The E-Marketing Plan
Explain why and how marketers use market
segmentation to reach online customers; list the
most commonly used market segmentation bases
and variables; outline five types of usage segments
and their characteristics; discuss the role of
occasionalization in Internet marketing; describe
the four coverage strategies e-marketers can use to
target online customers; define differentiation and
positioning; identify six important Internet-specific
differentiation strategies; define product and
describe how it contributes to customer value;
identify the six categories of new-product
strategies; highlight some of the important newproduct trends that create digital value; identify the
main fixed and dynamic pricing strategies used for
selling online; examine how Internet technology is
influencing pricing strategies; understand the
Internet as a distribution channel; identify online
channel members and analyze their functions;
discuss how marketers use the Internet for
advertising, marketing, public relations, sales
promotions, and direct marketing; complete in-class
marketing applications exercises.
Review the purpose and process of building a
company’s customer relationship capital through
customer relationship management (CRM);
complete in-class marketing applications exercises.
Examine unique challenges and opportunities
facing e-marketers that target or operate within
countries with emerging economies; gain an
understanding of the main country-by-country
differences in Internet access, usage, and shopping
as a foundation for segmenting and targeting
specific markets; complete in-class marketing
applications exercises.
Discuss the nature and importance of the emarketing plan and outline its six steps; describe
tier 1 and tier 2 tasks; show the form of e-marketing
objectives and highlight the use of an objectivestrategy matrix; complete in-class marketing
applications exercises.
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