e-Marketing


		e-Marketing

		GeM 8210 Electronic Marketing: B2B & B2C
		This course introduces the student to electronic marketing concepts, tools, and techniques as they apply in the business-to-consumer (B2C) and –business (B2B) marketing context. Marketing via the Internet offers both opportunity and peril for companies that choose to do business in the online environment. On the opportunity side, the B2B electronic market is an exceptionally important area of marketing because of the dollar transaction levels; about two thirds of all dollar transactions take place in the business-to-business area and more than half of all employment is found there. And in B2C, online spending has risen every year, and shows every indication of continuing to do so. Currently, ecommerce in business-to-business situations is estimated to be ten times that of the end consumer market. On the peril side, many online businesses providers have failed to achieve profitability, and many B2B implementations have failed to achieve the desired results.		This course, in the first instance, examines the fundamental issues of marketing products and services to customers online from an executive perspective, stressing the major underlying constructs of online marketing and the online environment. Business-to-business marketing is significantly different from the marketing of products and services to end consumers, not only in degree, but also in context. Organizational buying behavior differs dramatically from the way an end consumer makes purchase decisions. The course, in the second instance, focuses on the development of strategies for marketing by one company/organization to another company/organization and how electronic business tools facilitate that process. The approach is to build the general framework for electronic business marketing decisions and illustrate its use in various case situations. The course emphasizes the environment of business marketing management, buyer behavior, assessment of marketing opportunities, and the application of electronic business tools in that environment. At the end of the course, the student should be able to work effectively in most electronic marketing situations and have an appreciation for the power of electronic business tools in such situations.
		Topics Include
		Branding and recognition Consumer and organizational behavior in an e-market place Auctions		Channels and relationship marketing Tools and techniques in the B2B market Assessment of e-market opportunities CRM

		Based upon current information; subject to change