| Description: | Today, the internet has become a fundamental element to facilitate business on a global basis for both consumer and business markets. Its growth rate far exceeds other types of innovation and is currently revolutionizing the marketing techniques of virtually every industry. This course is designed as an introduction to the rapidly evolving world of Internet marketing. The opportunities, problems, tactics and strategies associated with incorporating electronic methods into the marketing function are examined. Topics to be covered include fundamental internet technologies, current issues and applications of the internet around the world, e-business / e-marketing models, online consumer behavior, segmentation and targeting, positioning and differentiation, marketing mixes of 4P in the internet environment, and how the internet can facilitate the application of CRM, e-business / e-marketing performance matrix. |