1. 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

2. 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

3. 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

4. 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

5. 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”

6. 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

7. 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 7.500 site visits.

8. Arnhem Business School How does a computer work?  http://computer.howstuffworks.com/pc.htm http://computer.howstuffworks.com/pc.htm

9. Arnhem Business School The Assignment  EX-EMAR1A.R See the handout.