Key words
E - marketing, IWETO code S190 management, S191 market study
Objectives
The late nineties of the previous century showed an extremely rapid evolution in the world of economics. Potential increase of new media and new telecommunication methods has, in many sectors, abolished the traditional tie of information streams between suppliers and buyers to physical bearers. Thus, value-creating processes in companies fall apart and are reassembled in new configurations.
Methods and techniques of strategic marketing have to be applied in way that takes these new relations into account. This course aims at acquiring the necessary competencies to meet the challenges involved successfully.
Topics
- Deconstruction of classical value chain; formation of new value chains and new "business models";
- Relation of e-commerce and e-business;
- E-commerce environment;
- Company models for e-commerce;
- E-commerce market;
- Company models for e-commerce;
- Dotcoms;
- Internet as a strategic tool - intra- and extranet;
- E-business strategy;
- Supply chain management;
- E-procurement.
Prerequisites
Strategic marketing management, esp. on branding, communication and distribution.
Final Objectives
Knowledge:
Job-related:- Knowing developments in e-marketing;
- Knowing terminology of e-marketing.
Skills:
General:- Capacity of critical reflection;
- Capacity for project work.
Materials used
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Course book
Study costs
Course book: E-business en e-commerce: een managementperspectief.
Dave Chaffey.
Expenses linked with possible excursions, lectures, assignments
Study guidance
Group work is coached during sessions when there is no lecture.
Teaching Methods
- Interactive approach with references to current events;
- Cases;
- Group work, group assignments, group projects;
- Possibly a guest speaker;
- Internet;
- Lectures;
- Self-study.
Assessment
- First exam session: 50% written examination and 50% continuous assessment
- Second exam session: 100% written examination
Students registered for the examinations only: - First exam session: 50% written examination and 50% individual assignment.
- Second exam session: 50% written examination and 50% individual assignment.
Lecturer(s)
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