Arnhem Business School E-Marketing Course Outline Period 1 1-1Course IntroductionProgram 12 weeks Definitions E-Business Introduction Assignment 1-2Basics of MarketingPlanning & Strategy How does a computer work 1-3MarketingSegmentation & Targeting How does the Internet work 1-4E-BusinessStrategy& Integration Positioning 1-5E-BusinessE-Procurement 1-6E-BusinessCustomer Relationship Management
Arnhem Business School E-Marketing Course Outline Period 2 2-1Search Engine Marketing 2-2E-Marketing Mix 2-3Interactive Marketing Communications 2-4B-to-B Internet marketing 2-5B-to-C Internet marketing 2-6Recap & Trial Exam
Arnhem Business School YourCompany YOURCOMPANY YourCustomer Customer of YourCustomer YourSupplier Supplier of YourSupplier $ Front Office Back Office Information E-Marketing Transaction E-Commerce E-Procurement / E-Purchasing E-Business Integration: ERP System ERP Enterprise Resource Planning CRM Customer Relationship Management SCM Supply Chain Management Internet Infrastructure Intranet: members of YourCompany Extranet: extended for third parties SCM MRP HRM CRM FinanceInvoicing MRP Materials Requirement Planning Client - Server System Dis-Intermediation Online Intermediaries Re-Intermediation SCM System CRM System
Arnhem Business School The “6I’ s” of the E-Marketing mix 1.Interactivity The customer initiates the contact The customer is seeking information pull Responses can be gathered and stored 2.Intelligence Relatively low cost method of marketing research Tracking of “clicking behaviour” Possibility of questionaires, however short and sufficial
Arnhem Business School The “6I’ s” of the E-Marketing mix 3. Individualisation In B2B: personalised webpages for key-accounts In B2C: MyNokia or setting up “profiles” (amazon) 4. Integration “The Internet is just one of many different media channels” A direct response tool To support the buying decision “Mixed-mode buying”
Arnhem Business School The “6I’ s” of the E-Marketing mix 5. Industry Restructuring The process of dis-intermediation and re-intermediation 6. Independence of Location The global market is open Beware of problems with culture and language
Arnhem Business School Conversion Marketing To convert potential site visitors into actual visitors To convert visitors to a required action on the site To convert visitors to retaining visitors Amazon:1 buyer need site visits.
Arnhem Business School How does a computer work?
Arnhem Business School The Assignment EX-EMAR1A.R See the handout.