e-Marketing (5cr)
Course unit code: L80C502
General information
- Credits
- 5 cr
Objective
Students can describe 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-driven viewpoint. Students can evaluate the role of 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 e-shop like: layout, usability, implementation and legal rules? How are the marketing and customer service of a webstore planned?
Evaluation
a) osaat käyttää asiantuntevasti e-markkinoinnin ja digitaalisen toimintaympäristön käsitteistöä
d) osaat arvioida e-markkinoinnin mahdollisuuksia ja hyötyjä osana yrityksen liiketoimintaa
e) osaat valita ja soveltaa tarkoituksenmukaisia tapoja toteuttaa e-markkinointia ja perustella valintasi
Qualifications
Knowledge of principles of marketing and customer realtionships