E-marketing and selling in digital economyLaajuus (5 cr)

Objective

Students can perceive the effects of digital economic and competitive environment for developing marketing channels for a company Students can describe how customers’ purchasing and decision making process can be supported by means of digital marketing Students can evaluate and develop the functionality of an organisation’s website from the user-oriented viewpoint. Students show their proficiency with e-commerce as a part of the multichannel operations of a company

Content

How does the digital economic and competitive environment affect the marketing of a company? What is the role and importance of e-marketing as a part of a company’s e-business; what are the components of e-marketing? How can customers’ purchasing and decision making process be supported by means of e-marketing? How is a CRM-software utilised? What is a well-functioning website of a company like and how is traffic created and measured? What do multichannel operations mean? What is a well-functioning webstore like: layout, usability, implementation and legal rules? How are the marketing and customer service of a webstore planned?

Qualifications

Basic understanding of marketing and customer relationship management are required

Assessment criteria, good (3)

a)Students are able to use proficiently the terminology of e-marketing and digital operational environment c) Students can evaluate the chances and benefits of e-marketing as a part of a company’s business operations d) Students can act with customers, users and other target groups appropriately and evaluate their actions e) Students can choose and apply appropriate ways of carrying out e-marketing and justify their choices