Welcome to the webpage of the subject Online Marketing

Online Marketing
2010 Spring

Lecturer

István ESZES Ph.D.
Professor, Head of the Department Marketing Studies
Budapest Business School
 

Phone

+361 4677-852

Contact hours

after the lecture or
see at the Homapage

Facsimile

+361 4071-559

Office

E228

e-mail 
(proposed way of communication)

eszes.istvan@kkfk.bgf.hu

Pre-requisites

Welcome to the Online Marketing course. 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

• 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.
• Visit regularly the course website
• At the first meeting the group will be structured into subgroups (consisting of 4 students)

Learning Resources

• lectures
• Chaffey, Mayer, Johnston, Ellis-Chadwick: Internet Marketing, Prentice Hall, 3rd Edition, 2005 (core manual) or
• Eszes - Bányai: Online Marketing, Akadémiai Kiadó
• additional reading indicated in the Course Program (CooSpace)

Recommended reading

• Efraim Turban: Electronic Commerce - A Managerial Perspective 2008, Prentice Hall, 2008
• Start Your Own e-Business, Entrepreneur Press, 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 Everything, Portfolio, 2006
• Malcolm Gladwell:The Tipping Point - How Little Things Can Make a Big Difference, Little, Brown and Company, 2002

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

Indicative
Assessment

30% - Report and presentation - GROUP WORK

70% - Closed book exam - INDIVIDUAL WORK

Lecture program

 

Lecture	Topics
February 10	ONLINE Marketing Fundamentals Assignments, creating subgroups Basic terms Internet history
February 17	ONLINE MARKETING FUNDAMENTALS Extended marketing mix, physical and digital product
February 24	ONLINE MARKETING MANAGEMENT Distribution channel
March 3	ONLINE MARKETING MANAGEMENT Online communication, advertising, e-mail marketing
March 10	ONLINE MARKETING MANAGEMENT Online consumer behavior Marketing research in online environment
March 17	ONLINE MARKETING MANAGEMENT Internet marketing strategy Online marketing plan
April 07	INTERNET STRATEGY DEVELOPMENT Marketing knowledge Consumer Behavior
April 14	Ie-BUSINESS ACTIVITIES Business models on the web B2B e-commerce E-marketplaces and services
April 21	e-BUSINESS ACTIVITIES B2C Internet consumer retailing
April 28	ONLINE MARKETING: IMPLEMENTATION AND PRACTICE Website design and structure Website building process Usability
May 05	ONLINE MARKETING: IMPLEMENTATION AND PRACTICE Search Engine Marketing Search engine Optimization Google: Page ranking, Adwords, Analytics
May 12	ONLINE MARKETING: IMPLEMENTATION AND PRACTICE Web 2.0 Social networks Mobile e-commerce
May 19	Closed book exam

May 5

10 scores

 What Makes a Good / Bad Website (10%)

All groups: 

We all want to know what makes a website good. Based on your experiences surfing the web each group should select a good and a bad example. In a short essay (about 4 pages) reveal for us your findings and opinion on the  chosen sites.

Some practical hints:

http://michaelhorowitz2.blogspot.com/2007/02/what-makes-good-website.html http://www.apis.ca/on_websites/what-makes-good-website.php
http://www.eberlin.co.uk/whatmakesagoodwebsite.html
http://www.webreference.com/greatsite.html

At each lecture one team is presenting their findings on the given topic. Scheduling and detailed description of the case studies can be downloaded from the CooSpace.

• 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