Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
11320203E11826E-MARKETINGElective485
Level of Course Unit
First Cycle
Objectives of the Course
•The aim of this course is to provide e-marketing subjects over students’ basic marketing backgrounds and give the developments in Internet and marketing for business to consumer and business to business markets.
Name of Lecturer(s)
Assoc. Prof. Dr. Aykan CANDEMİR
Learning Outcomes
1To be able to categorise a web site’s evolutionary stage
2To be able to ensure e-Marketing activities are leveraged for maximum marketing benefits
3To be able to draw new e-Models which could be used in a marketing plan
4To be able to compare and contrast different e-Marketing tools
5To be able to demonstrate an understanding of the importance of resource budgeting
6To be able to draw up an outline e-Marketing Plan which integrates online and offline and control mechanisms.
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
In this course, the context of e-marketing will be given and with the technological improvements the electronic tools that are used in customer communication; customer support etc. will be discussed. The integrated use of online and offline tools in marketing will be communicated. The factors enforcing the transformation from traditional to modern approach and modern marketing strategies and the development of marketing will be explained. Moreover, e-marketing and the characteristics of e-marketing, internet, intranet and extranet and the relationship between e-business and e-commerce will be discussed.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Past, Present, and Future of Marketing
2Strategic E-Marketing and Performance Metrics
3The E-Marketing Plan
4A World of E-Marketing Opportunities
5Ethical and Legal Issues
6E-Marketing Research
7Consumer Behavior Online
8Midterm
9Segmentation And Targeting Strategies
10Differentiation and Positioning Strategies
11Product: The Online Offer
12Pricing: The Online Value
13The Internet for Distribution
14E-Marketing Communication Tools
15New Digital Media and Customer Relationship Management
16Final
Recommended or Required Reading
•E-Marketing 5/E, by Judy Strauss, Raymond Frost, Prentice Hall •Internet Marketing: Strategy, Implementation and Practice, 4/E Dave Chaffey , Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer, Prentice Hall, 2009 •Digital Business: Concepts and Strategies, 2/E, Eloise Coupey, Prentice Hall, 2005 •Internet Marketing, Barbara Cox, William Koelzer, Prentice Hall 2004
Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Language of Instruction
English
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Practice14342
Individual Study for Mid term Examination10220
Individual Study for Final Examination20240
TOTAL WORKLOAD (hours)154
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO14454453444
LO25555554445
LO35555555555
LO45545554555
LO55555554555
LO65555554555
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr