1. Mark Du School of Inter’l Economics &Trade
E-Marketing
Mobile:
Mark Du
2019/4/19
Mark Du School of Inter’l Economics &Trade

2. Mark Du School of Inter’l Economics &Trade
Contents
1.Past,Present and Future
2. Strategic E-Marketing
3. The E-Marketing Plan
4.E-Marketing Opportunites
6. E-Marketing Research
7. Consumer Behavior online
8. Segmentation and Targeting
9. Differentiation and Positioning Strategies
10. Product
11. Price
12. The Internet for Distribution
13. E-Marketing Communication Tools
15. Customer Relationship Management
2019/4/19
Mark Du School of Inter’l Economics &Trade

3. Mark Du School of Inter’l Economics &Trade
Teaching Objectives
To learn how to make a market place in the E-time
To understand the E-market segmentation
To master the 4Ps in the new age
To know how to build up customer relationship in the information age
2019/4/19
Mark Du School of Inter’l Economics &Trade

4. Mark Du School of Inter’l Economics &Trade
Reading Materials
Text Book
E-Marketing (Fifth Edition)
By Judy Strauss & Raymond Frost
Supplementary Reading Materials
《实用网络营销教程》冯英健著,清华大学出版社,2012年8月
网络营销(第三版) 翟彭志著 高等教育出版社,出版社出版时间:
2019/4/19
Mark Du School of Inter’l Economics &Trade

5. Mark Du School of Inter’l Economics &Trade
Web Sites
营销网
阿奇营销
时代营销
中国广告人网站
网络广告网
2019/4/19
Mark Du School of Inter’l Economics &Trade

6. Mark Du School of Inter’l Economics &Trade
Methodology
Lecture
Presentation
Group Discussion
Case Studies
2019/4/19
Mark Du School of Inter’l Economics &Trade

7. Mark Du School of Inter’l Economics &Trade
Evaluation
Attendance 10%
Homework Assignment 10%
Project 10%
Final Exam 70%
2019/4/19
Mark Du School of Inter’l Economics &Trade

8. Mark Du School of Inter’l Economics &Trade
Class Policies
Attend all lectures
Preview the textbook before the lecture
Ask Any Questions if not understand
Visit the websites required
2019/4/19
Mark Du School of Inter’l Economics &Trade