BA6034-ONLINE MARKETING |
INTRODUCTION
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Principles and Drivers of the New Marketing Environment – Internet Benefits and Problems – Ten
C’s for Internet Marketers – Business Models and Categories for The Modern Economy – Intranet /
Extranet.
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ONLINE MARKETING MIX
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Planning Issues – Online Product – Customizing the Product Offerings, Branding Dimensions, New
Product Development Online – Pricing Issues on the Web – Pricing Methods – Pricing Strategies
And Tactics – Online Communications Tools – Online Advertising – In-Text Advertising, Intra
Active Advertising – E Mail Marketing, Viral Marketing, Affiliate Marketing, Public Relations –
Online Sales Promotions – Online Distribution and Procurement – Channel Strategies,
Disintermediation, Logistics Management, Online Market Plans.
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ONLINE MARKETING STRATEGIES
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Online Strategies – Online Consumer Behavior – Internet Market Research – Internet Retailing,
Cause Marketing, Internet News Releases, News Letter Marketing, Social Media Marketing.
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WEB AND MOBILE MARKETING
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Online Marketing Research – Primary Research, Survey Methods, Web Site Development, Design
and Contents – Modern Developments – Mobile Marketing – Event Promotion Contests.
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SEARCH ENGINE MARKETING
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Search Engines, Search Engine Optimizations, Search Engine Advertising – Permission and
Personalization Online – e-CRM and One to One Marketing, Permission Marketing, Personalization,
Privacy and Trust – Online Marketing Legal Issues – Spam, Electronic Contract Information and
Validation, Authentication, Security Data Protection, E-Payment Systems. |
Text Books
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1. Dave Chaffy et al, Internet Marketing – Strategy, Implementation and cases, 3rd Edition,
Pearson Education, 2006.
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Reference Books
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1. Richard Gay, Alan Charlesworth and Rita Esen, Online Marketing – A customer
Led Approach, Oxford University Press, 2009.
2. Mery Lou Roberts, Internet Marketing, 1st Edition, Cengage Learning, 2009.
3. Sameer A. Kulkarni, A Text Book of Virtual Marketing, Excel Books, 2008.
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