|
Pre-requisites |
Welcome to the e-Business 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 |
With the widespread diffusion of desktop computers,
the Internet, and the World Wide Web over the past decade, more and
more of what a modern enterprise does each day involves the movement
of electronic bits of information. From this vantage point, the
modern enterprise is becoming ever more "digital" in terms of what
it is and what it does. This course addresses the digital aspect of
the enterprise. This module
deals with the marketing aspects of e-business (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
|
|
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 (SharePoint)
|
|
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
|
|
e-Library |
On the web site there is a
small electronic library containing
different publications related to Internet Marketing. With respect
to the large size of the different materials it is recommended to
download the files. A great part of the publications is in .pdf
format. The Acrobat reader can be downloaded free of charge from
this site:
http://www.adobe.com/products/acrobat/readstep2.html
|
|
Indicative
Assessment
|
40% - Case study and presentation -
GROUP WORK
60% - Closed book exam - INDIVIDUAL WORK
|
91 – 100% |
5 |
|
81 – 90% |
4 |
|
66
– 80% |
3 |
|
51-
65% |
2 |
|
- 50% |
1 |
|
|
Lecture / Seminar program
Lecture
11.20 - 12.50
Room E125
Seminar (SEM)
11.20 - 12.50
Room E125 |
|
FINAL RESULTS
seminar activity + exam |
|
|
Additional readings from e-library (.pdf) |
|
|
|
|
|
|
|
