E-Marketing: Electronic technologies used for marketing. The Internet as a commercial medium and its use in the tourism industry. Wireless and other electronic applications in tourism. Changes brought by electronic technologies to communications, promotion, distribution and consumer behavior.
This course provides a thorough understanding of the principles and practices associated with using the internet to market goods and services. It explores how the internet can be used effectively to enhance marketing activities. Students taking this class will have the ability to analyze websites and understand the complexities of marketing on the Internet. While working in teams, they will be able to prepare an effective e-Marketing Plan and deliver a quality presentation using leading edge web-based tools.
| Week | Topics |
|---|---|
| 1 | Course Introduction. Syllabus Review. |
| 2 | Marketing Principles. Revising the definition of Marketing and different views of scholars regarding Marketing concept. Understanding the value and scope of Marketing in affecting the business performance. (eMarketing. The essential guide to marketing in a digital world, pages 4-10) |
| 3 | What is E-Marketing? In this chapter students will comprehend the importance of e-marketing and the role of e-marketing plans as a component of corporate level plans. Understanding of the principles and practices associated with using the internet to market goods and services. (eMarketing. The essential guide to marketing in a digital world, pages 18-36). |
| 4 | Traditional and Digital Marketing. Understanding the differences between traditional marketing and the digital marketing practices. Analyzing the pros and cons of each concept. (eMarketing. The essential guide to marketing in a digital world, pages 39-48). |
| 5 | E-mail Marketing. introduction to email marketing, and the key terms and concepts. Analysis of email strategy and planning as key to its success, and how to grow a database and explore the creative execution of emails. Suggestion some handy tools of the trade and provide a useful case study along with a view of the bigger picture and a summary of the chapter (eMarketing. The essential guide to marketing in a digital world, pages 431-458). |
| 6 | Social Media Channels. An introduction to social media channels and the important differences between these and more traditional forms of media. Explanation of the categories into which these channels fall – social networking, content sharing, aggregation and location – as well as the powerful role they can play in the marketing process. (eMarketing. The essential guide to marketing in a digital world, pages 405-429). |
| 7 | Midterm exam |
| 8 | E-Marketing in practice, site visit. |
| 9 | Search Advertising An introduction to search advertising is followed by a look at the elements that make up a search advert. A practical guide will get students start on managing their own search advertising campaigns and utilizing demographic and behavioral targeting, as well as tracking on your campaigns. (eMarketing. The essential guide to marketing in a digital world, pages 263-290). |
| 10 | Social media management & advertising. Understanding the concept of Social Media Management and advertising types. Students will be presented with the characteristics of some of the most used social media apps such as: Facebook, Twitter, Instagram or TikTok. (eMarketing. The essential guide to marketing in a digital world, pages 309-324). |
| 11 | Video Marketing. An introduction to video marketing and the key terms and concepts students needs for this chapter. Analysis in how to produce an online video within a sound content strategy, and how to promote it through paid, earned and owned media channels. (eMarketing. The essential guide to marketing in a digital world, pages 343-364). |
| 12 | Project Presentation |
| 13 | Project Presentation |
| 14 | Final Exams |
| Method | Qty | % Each |
|---|---|---|
| Midterm Exam(s) | 1 | 30 |
| Presentation | 1 | |
| Project | 1 | 20 |
| Quiz | 2 | 5 |
| Final Exam | 1 | 40 |
STOKES, R. (2018). eMarketing. The essential guide to marketing in a digital world (8th. ed.). Retrieved from http://www.redandyellow.co.za/product/textbook- digital/