e-Marketing
2011 Autumn

Lecturers

István ESZES Ph.D.
Professor,
Budapest Business School
 

Laurent MUZELLEC Ph.D.
Professor
ESSCA

e-mail

istvan@eszes.net

grotte@citromail.hu

Pre-requisites

Welcome to the e-Marketing Module. The content assumes a basic knowledge of Marketing Principles, and also a basic experience of accessing the Internet. We will review those topics during the early part of the course.

Course description

e-Marketing is perhaps the most exciting development in business-to-business marketing, and consumer marketing, in the last 50 years. In only 5 years the amount of business transacted electronically has developed from minimal to a significant part of transactions - particularly in books, software, music and travel. Given this rate of growth, the future development promises to be even more dramatic and an essential tool without which businesses will wither. This module deals with the marketing aspects of e-commerce (such as communications, differentiation, strategy).
 

General Learning Objectives

On successful completion of this module students will be able to:

• Understand the role of information technology in establishing and maintaining different forms of competitive advantage within a range of key business sectors,

• Compare, contrast and distinguish critically between traditional Marketing Communications methods and digital applications such as the Internet and E-commerce.

• Propose strategic approaches that businesses can use to exploit the Internet and compile a typical Internet/e-commerce marketing plan,

• Critically appraise Internet and e-commerce activities of companies, from using the Website as a communications tool to the impact of the Internet on distribution channels, marketplaces and relationships with business partners.

Course Requirements

• Everybody should register with Linkedin / Eszes eMarketing Group. The communication will run through it.
• Check your e-mail for course communication
• No late papers will be accepted in this class.
• This is a paperless course, most of the resources for this module will be available only electronically.

Learning Resources

• lectures (Simplified versions of the lectures in .pdf format can be later downloaded from teh e-Marketing Library)
• Rob Stokes - eMarketing: The Essential Guide to Online Marketing, 2nd Edition, Quirk eMarketing (Pty) Ltd., 2009 (e-Book)
• additional reading indicated on the course Program

Recommended reading

• Efraim Turban: Electronic Commerce - A Managerial Perspective 2008, Prentice Hall, 2008
• Start Your Own e-Business, Entrepreneur Press, 2007
• Tobias Kollmann: E-Business - Grundlagen elektronischer Geschaeftsprozesse in der Net Economy, Gabler Verlag, 2007
• Chris Anderson: The Long Tail: Why the Future of Business is Selling Less or More,  Hyperion 2006
• Don Tapscott - Anthony D. Williams: Wikinomics - How Mass Collaboration Changes Evereything, Portfolio, 2006
• Malcolm Gladwell:The Tipping Point - How Little Things Can Make a Big Difference, Little, Brown and Company, 2002
• Brad A. Kleindl:  Strategic Electronic Marketing, Thomson Learning, 2001
• Jeffrey F. Rayport – Bernard J. Jaworski :  e-Commerce, McGraw-Hill, 2001
•  Eszes István - Bányai Edit: Online marketing, Műszaki Könyvkiadó, 2002
• Daniel S. Janal : Online marketing Handbook - How to Promote, Advertise and Sell Your Products and Services on the Internet, International Thomson Publishing Inc.
• Bill Gates:  Business@ the Speed of Thought, Warner Books Inc., New York, USA
• R. Levine et al.: Cluetrain, Perseus Publishing (or online readable / download: http://www.cluetrain.com/book/index.html )

 http://www.adobe.com/products/acrobat/readstep2.html
 

Indicative
Assessment

The final grade comprises of three elements:
1. Seminar activity (case studies, reading, e-companies, practical tasks) – 40%
2. Test (Session 9) – 30%
3. Project work - 30%
 

Lecture program

 

Lecture / Workshop	Topics
09/07	e-Marketing Fundamentals
09/14	B2C e-commerce
09/16	Online Marketing Management: Product & Services
09/21	B2B e-commerce
09/23	Online Marketing Management: Pricing, Electronic payment systems
09/28	Website Development, Design
09/30	Online Marketing Management: Distribution Channel
10/05	SEO / SEM
10/07	Online Consumer Behavior Closed book test
12/05	Online Communication: e-mail, web, viral marketing, PR Social Media Marketing Management 1
12/06	Social Media Marketing Management 2 Internet Business Strategy development
12/07	Exam: Final Presentation of the project Work

 Each lecture / workshop will consist of two parts. The first part will be a dissemination of the theory underlying e- Marketing. It will generally be in the form of lectures and presentations.  It will be put a simplified version of the slides on the ESSCA intranet in case you miss them. Do not rely on this and take the opportunity to miss a lecture as the actual lecture content will be substantially more than the framework on PPTs.

The second part of each session will be more interactive. We will have structured discussion groups on a related topic, or a presentation to evaluate some of the relevant websites.

At the first meeting the group will be structured into several teams. The tasks to be elaborated will be distributed among the different teams.

SEMINAR
ACTIVITY

Max. length of a presentation: 10 minutes

A detailed description of the tasks can be downloaded from the ESSCA intranet. More details at the first lecture.

Simplified versions of the lectures in .pdf format ( more information during the lectures)

• UCLA World Internet Project: Digital Gender Gap, 2004

• An Introduction to Internet Marketing (Chapter 1)

• Myths and Realities of the High-Tech Economy

• Winning on the web

• Business Models
• How to create an e-commerce website?
• Price Levels and Price Dispersion on the Internet:A Comparison of Pure Play Internet, Bricks -and-Mortar, and Bricks-and-Clicks Retailers
• Cowboys or Cowards: Why are Internet Car Prices Lower?
• Promoting the website