COURSE GUIDE E-Marketing
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E-Marketing
IMM
MCEN-EMARKET-12
Year 2
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3
José J. Cabrera y Charro
2013/2014
Course Description
As adoption and usage of internet, mobile internet, tablets, smart phones et cetera continues to increase so does the
importance of eMarketing for marketing managers. Moreover, it is hard to think of a balanced and effective marketing
strategy that does not include –or even relies heavily upon- online marketing and social media.
Electronic Marketing (E-Marketing) can be defined as using electronic means to achieve marketing objectives. Ever
since the 1980s this has included database marketing, CRM and loyalty programs, but as more and more customer
behavior (buying, informing, inspiring, etc) and media consumption shifts toward the internet and other electronic
forms the connotation has changed in the direction of online marketing and social media strategy.
In this course, students get an introduction to the fundamentals of online marketing (emarketing and social
media) both with theory and practical trainings. Already acquired marketing knowledge from former
courses comes in handy and is necessary to make the right decisions; in the end online marketing
continues to be marketing.
Prerequisites
Students need a sound marketing fundament to be able to participate in this course. The following courses
need to have been passed: Principles of Marketing 1,2, Marketing 3,4, Applied Marketing Management.
Relation with other courses
Global Marketing Management, Applied Marketing Management, Principles of Marketing
Competencies and Learning Objectives
This course gives student a thorough introduction into the field of online marketing and is designed
especially as an add-on to the general marketing management basics students have studied beforehand.
After taking this course students should be able to:
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Work with a general model of online marketing and place online marketing tools, instruments and
theories into a broader theoretical model/framework
Understand what the importance is of online marketing and social media to contemporary
marketing.
Be able to study new online marketing themes independently, and know how/where to find
information in the ever changing and expanding field of online marketing
Be able to develop effective strategies for: generating traffic, optimizing conversion, achieving
customer satisfaction, optimize profitability, generate social media strategies and continuous
innovation within online marketing environments.
Being able to analyze a case from an online marketing perspective.
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Be able to define the essence of E-marketing and its importance in a company’s overall Marketing
plan.
Get general knowledge of the online marketing tools that are currently most effective through
theory and case studies.
Learn how to use the internet as a research method and learn and practice on how to publish
information on the internet themselves.
3. Specific course objectives:
1. Possibilities of online/Internet marketing:
Rather than only passively using the Internet it is much more Interesting to use it actively. Internet is a
potential moneymaking machine and in this course you will learn the basics of how to use online
marketing in a profitable way. Which decisions need to be taken and where to base them on?
2. Generating a online business idea and developing a businessplan and an investors pitch
Students go through all the steps from idea to pitch. Main deliverables are a report and a pitch to
seasoned business men and investors. The business idea needs to be summarized and presented in a
business plan. Ideas must have an online orientation.
3. Writing a chapter of an online marketing book
Student groups will research online marketing themes in detail and present their findings in a chapter of an
online marketing book, and a class-room presentation. Students learn how to research an online
marketing tool to such a detailed level that they can give a general marketing manager advice on how to
use the tool
Didactic forms
The primary didactic form is lectures that provide an introduction and overview of methodologies,
techniques used and possibilities as used today.
In order to prepare for the lecture, the students have to read the relevant reading material and do their
own research on the subject discussed. Every week several topics will be discussed and students need to
be up-to-date with the creation of their own website.
The secondary didactic form is consultancy lectures and for individual groups work doing the assignments.
Literature
Reading material will be handed out in class.
Assessments
The assessment will be based on two assignments of groups work and upon a final group report s and
presentations in week 7.
The first assignment is developing a business idea with an online orientation. This idea is detailed into a
business model, traffic generation, etc (all course theoretical elements need to be included) and presented
to a jury of seasoned entrepreneurs and investors (Dragons’ Denn). The students need to prepare a 10-15
page business plan as well.
Total weight of this assignment in the final grade is of 67%. This grade is made up out of the average of
three sub-grades for:
 The quality of the business plan
 The presentation
 Group participation and chemistry
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The second assignment consists of writing (as a group) a chapter of an online marketing book
(www.onlinemarketingi60minutes.com). Each groups gets a particular subject they need to research in
detail (e.g. bannering or using Facebook as an advertising tool) and write a 10-15 page chapter on.
Chapters are published to the internet by the use of WordPress.
Total weight of this assignment in the final grade is of 33%. This grade is made up out of the average of
thre sub-grades for:
 Quality of work at consult moemnts
 Presentation
 Chapter published on the internet.
Both assignments have to score 5,5 or higher. All elements of the assignment (presentations, chapter,
business plan) have to be handed in before the deadline in order to score.
Students receive detailed instructions on the assignments in class.
Evaluation
By departmental evaluation form.
Weekly activity
This is a 5 EC course (140 hours), consisting of:
* Classes
14 hours
* consultancy / walk-ins
28 hours
* self-study and assignments
98 hours
All theory lectures are 120 minutes, a detailed schedule of lectures and topics will be presented at the first
class.
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