|
Part 1 - Internet Marketing Strategy (Lectures 1 - 5)
|
| bet | 2/7 | | Sana | 19.03.2017 | | Hajmi | 263,66 Kb. | | #261 |
Part 1 - Internet Marketing Strategy (Lectures 1 - 5)
Part 2 – Creating websites (Lectures 6 - 11)
Lecture 12 – Workshop and review of topics covered
Seminar Programme
Session
|
Subject Area
|
Advance Reading
|
1
|
An introduction to Internet marketingreviews the relationship between the Internet and the modern marketing concept, the benefits the Internet can bring to adopters, differences to other media and its impact on different elements of the marketing communications mix.
|
Chaffey, Mayers et al
Ch 1
|
2
|
Key Internet marketing conceptslooks at elements of the internet environment that impact on an organisation’s internet marketing strategy and the relevance of changes in trading patterns and business models enabled by e-commerce.
|
Chaffey, Mayers et al
Ch 2-3
|
3
|
Internet marketing strategyconsiders how the Internet strategy can be aligned with business and marketing strategies and describes a generic strategic approach with phases of goal setting, situation review, strategy formulation and resource allocation and monitoring.
|
|
|
| |
