ECOM6014 - E-marketing
Instructor Professor Alan Montgomery ( alm3@andrew.cmu.edu)
Teaching assistant Mr. Jason Ma
Syllabus This module considers how to create customer centric strategies for e-businesses. Marketing focuses on the interaction between the producer and the consumer. This focus remains unchanged in e-Marketing, but our ability to foster this interaction with technology has been dramatically increased. The Internet provides new forms of communications like web sites, e-mail, social media, and mobile communications. However, these technologies do not necessarily replace traditional marketing vehicles like mass media, direct mail, and telephone marketing, but instead augment them to improve the customer experience. The basic premise of this course is that these technologies can be used to fulfill the goal of a customer-centered marketing strategy.

The goal for this module is to develop a set of principles so that managers can effectively develop and implement e-Marketing strategies. A core framework that we will use in this module is an interactive marketing strategy. Interactive marketing goes by many names, including customer relationship management (CRM). e-Marketing allows companies to interact with consumers on an individual basis and create customized products and services using personalized knowledge about a consumer. As part of this module we develop a compatible set of quantitative techniques to implement interactive marketing strategies. Throughout the module we explore examples and cases to understand how e-marketing is evolving in practice.
Objectives
  • Define and understand the principles that underlie an Interactive Marketing Strategy. These principles are to guide students when making strategic and tactical marketing decisions in an electronic environment.
  • Understand the operational and analytical elements of interactive marketing. Some key elements include personalization and customization, versioning, customer lifetime value, acquisition cost, and customer loyalty.
  • To explore current examples of excellence and failure in applying interactive marketing principles. Many of these examples come from Internet companies and e-commerce, although the examples are chosen to look at how interactive marketing can transform traditional channels as well.
Learning outcomes Upon completion of this module you will understand the key components of an interactive marketing strategy: identification, differentiation, interaction, and customization. You will be able to contrast traditional approaches to marketing with an interactive marketing strategy. Additionally, you will be able to understand how web technologies support an interactive marketing strategy.
Prior knowledge expected None
Topics covered
  1. Introduction to E-marketing
  2. Customer Relationship Management
  3. Metrics for Interactive Marketing
  4. Technology for Interactive Marketing
  5. Managing Customer Acquisition and Interaction
  6. Personalization and Customization
  7. Pricing Strategies for e-Marketing
  8. Social Networks in e-Marketing
  9. E-Marketing Strategies
  10. Transforming Business Models with E-Marketing
Teaching format Ten 3-hour lectures
Assessment
  • In-course assessment (55%)
    • Class Participation: 10%
    • Three case assignments: 45%
  • Closed book examination (45%)
    Date: 13 August 2015 (Thur)
    Time: 7:30pm - 9:30pm
    Venue: TBA
    Note: The exam is closed book.  However, a one-page sheet (A4) of notes is permitted.  This note sheet may be typed or hand-written on both sides, but the type must be legible (7 point or larger).

Note: Students are required to fulfill a minimum attendance requirement of 70% for the purpose of applying for the Continuing Education Fund.
Information on CEF

Information for part B of the CEF application form

  • Name of Institution/Course Provider: HKU
  • CEF Institution code: 001
  • CEF Course Title: E-marketing (Module from MSc in Electronic Commerce & Internet Computing programme)
  • CEF Course Code: 21Z03666-1
Course materials There is a set of required readings for this module, but there is no textbook. The readings will be listed along with the schedule.
Enrolment No add or drop after 2 July 2015.
Class quota Class size will be maintained at 45.
 
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