INDIAN INSTITUTE OF TECHNOLOGY ROPAR

Department of Humanities and Social Sciences

1st Semester AY 2017-18

COURSE INFORMATION Faculty Information

Course Title Online Economy and Digital Marketing Name Dr. Amritesh

Course Number HUL 480 Tel No +911881227102

Elective amritesh@iitrpr.ac.in
Course Status E-mail
(offered to 2014 batch)

CPWD Cabin (Near

Credits (L-T-P) 3 (3-0-0) Office
Directors Residence)

Wed 3.50 pm 4.40 pm

H-8
Lectures Thu 4:45 pm 5.35 pm
(NIELIT)
Fri 2:00 pm 2:50 pm Office Tue 11.00am 12.00pm
Hours or by appointment
Tutorial N/A N/A

Reference

Main Text

1. Laudon, Kenneth C., and Carol Traver. E-Commerce 2016: Business, Technology, Society. Pearson
Higher Ed, 2016.
2. Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy,
implementation and practice. Pearson Education.
3. Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing
your digital marketing. Routledge.
Recommended Text

1. Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital world. Quirk eMarketing.
2. Turban, Efraim, et al. "Electronic commerce: A managerial perspective 2002." Prentice Hall: ISBN 0
13.975285 (2002): 4.
3. Gunter, B. (2016). The Psychology of Consumer Profiling in a Digital Age (Vol. 2). Routledge.
4. Rowan, W. (2002). Digital Marketing: using new technologies to get closer to your customers. Kogan
Page Publishers.
5. Kingsnorth, Simon. Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan
Page Publishers, 2016.

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HUL452 2nd Semester AY 2016-17 2016 Batch

SUPPLEMENTARY MATERIALS

1. Cases and handouts

2. Suggested online resources
3. Lecture notes

COURSE CONTENT OVERVIEW

Introduction to digital economy- e-Business models- E-Commerce Infrastructure & Website Design-
Digital Marketing Concepts Understanding consumer behavior and profiling- Internet marketing
strategy & practice eCRM- Online retail and services- Supply Chain Management in e-Commerce-,
Measuring ROI- Security, Social and Ethical Issues in E-Commerce

MARKS DISTRIBUTIONS

The following marks distribution scheme will be followed:

Activity Proportion Comments

Attendance + Class Participation 10% General observation throughout the course
Quiz 10 % Surprise quiz without prior information
Mid-term Exam 25%

Case/Article presentation 10% Group task, 5-7 minutes presentation

Group task (group of three); 15 minutes
presentation; report (10-15 pages)
Project (presentation + report ) 20%
submission through Turnitin along with
originality report.
Major Exam 25%
TOTAL 100%

GRADING

Grading will primarily be based on relative performance of students with respect to each other.
Institute rules will be followed for assigning the final grade for this course.

ATTENDANCE

Class attendance is mandatory. Students must follow the standard attendance rules of the Institute.
However, in addition to institute norms, deficiency in attendance may lead to lowering of grade (and also
award of F grade). For example:

1. Attendance between 75%-100%: No reduction in grade

2. Attendance between 70%-74.9%: Grade may be lowered by 1
3. Attendance between 60%-69.9%: Grade may be lowered by 2
4. Attendance below 60%: F Grade will be awarded

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HUL452 2nd Semester AY 2016-17 2016 Batch

TENTATIVE SESSION PLAN

Wk Week Days Topics covered Reference text

No.
1 Aug 9 - 11 Overview of digital economy Laudon & Traver: Chapter 1;

2 Aug 16 -18 e-Business models: B2B , B2C and other
models
3 Aug 23 - 25 E-Commerce Infrastructure - Technology
Background & Website Design
4 Aug 30 -01 Marketing remix, Internet marketing, Social
Mobile and Local marketing
5 Sept 06 -08 E-customers; How do people buy;
merchandising analytics & optimization
Laudon & Traver: Chapter 2; Chaffey &
Smith: Chapter 1
Laudon & Traver: Chapter 3- 5
Chaffey & Smith, Chapter 2, 5Laudon &
Traver: Chapter 6, 7; Chaffey &
Chadwick, Chapter 4, 5; Rowan:
Chapter 2
Chaffey & Smith, Chapter 4;
John & Tonder: Chapter 1, 3, 4, 5, 6, 7

6 Sept 13 -15 Personality psychology and consumer Gunter: Chapter 1-8

segmentation, Consumer profiling in old and
new media markets
7 Sept 20-22
Case/Article Presentations Classroom Discussion
8 Sept 27-29

9 Mid-Semester Exam
10 Oct 11 -13 Internet Marketing Strategy, Implementation Chaffey & Smith: Chapter 10; Chaffey &
and Practice Chadwick: Chapters 7,8,9
11 Oct 18 -20 e-CRM, and other support services; e- Chaffey & Smith: Chapter 8; Stokes:
Marketing Tools; Chapters 1-10, 15, 16; Rowan: Chapter
5
12
Oct 25 -27 e-Marketing Tools continued; B2C, B2B Chaffey& Chadwick: Chapter 10, 11
internet marketing
13 Nov 01-03
Online Retail and Services; Supply Chain Laudon & Traver: Chapter 9, 10, 11, 12
Management in e-business
14 Nov 08-10 Measuring and Managing ROI Rowan: Chapter 8;
Security, Social and Ethical Issues Laudon & Traver: Chapter 8
15 Nov 15-17
Project Presentations Classroom Discussion
16 Nov 22- 24

End Semester Exam