Faculty-Souvik Roy Area: MARKETING

Contact details- Room Sub-Area: ONLINE MARKETING

D011 D Wing, Ground
Floor
Contact no-09603297427
Email-
souvikroy@ibsindia.org

Consultancy Hours-
Tuesday 2.30 to 4.00 pm
Course Code: SHMM452 Course Title: Internet Marketing & E Commerce

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Section: A Course Objectives: Learning Outcome of the Course:

• To develop an understanding of the theories
and concepts underlying internet marketing
and e-commerce.
• To apply internet marketing theory and
concepts to what e-marketers are doing in
“the real world”.
• To improve familiarity with current
challenges and issues in internet marketing
and e-commerce.
• It will explain internet marketing not as a list of ideas and techniques, but
as a part of larger set of concepts and theories in the marketing discipline.
• With the help of examples students will discover how the modern channel
(internet presence, social networks, etc.) can be put into traditional
framework for greater understanding.
• The course focuses on cutting edge business models that generate revenue
while delivering customer value. The architecture for these business
models is tied to marketing theory wherever possible.

• To develop an understanding of the various

marketing mixes and related implications of
the Internet.

• To develop an appreciation of the

implications of internet marketing for
customer relations.

• To become familiar with the

internationalization and localization issues
of international e-Marketing and e-
commerce.

• To measure and evaluate internet marketing

effectiveness.

Sess- Topics Sub Topics Teaching Objectives Learning Outcomes Methodology Chapter Rema
ions (case, Reading rks
problems,
lecture)
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1-3 Past, Present E-Marketing • To develop an Students will learn : Lecture
and Future landscape, E- understanding of the
Marketing’s background, current • How the advances in internet and
past: Web 1.0, state, and future information technology offer
E-Marketing potential of e- benefits and challenges to
Today: Web marketing. consumers, businesses, marketers
2.0, The Future and society.
Web 3.0 • To learn about e-
marketing’s important • Distinguish between e-business and
role in a firm’s overall e-marketing.
integrated marketing
strategy. • Explain how increasing buyer
control is changing the marketing
landscape.

• Understand the distinction between

information or entertainment as data
and the information-receiving
appliance used to view or hear it.

• Identify several trends that may

shape the future of e-marketing.
4-7 Strategic E- Strategic • To understand strategic Students will learn about how to : Lecture
Marketing Planning, E- planning and the way
and Business companies seek to • Explain the importance of strategic
Performance Models, achieve their objectives planning, strategy, e-business
Metrics Performance through strategies strategy, and e-marketing strategy.
Metrics inform involving e-business
strategy, The and e-marketing. • Identify the main e-business models
Balanced at the activity, business process, and
Scorecard • To become familiar enterprise levels.
with common e-
business models
implemented at • Discuss the use of performance
different organizational metrics and the Balanced Scorecard
levels and with the to measure e-business and e-
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 application of marketing performance.
performance metrics to
monitor progress
toward objectives.
8-11 The E- Overview of • To explain the Students will learn about how to : Lecture
Marketing the E- importance of creating
Plan Marketing an e-marketing plan and • Discuss the nature and importance of
Planning present the seven steps an e-marketing plan and outline its 7
process, in the e-marketing steps.
Creating an E- planning process.
marketing • Show the form of an e-marketing
plan, A seven • To see how marketers objective and highlight the use of an
step E- incorporate information objective-strategy matrix.
Marketing plan technology in plans for
effectively and • Describe the tasks that marketers
efficiently achieving e- complete as they create e-marketing
business objectives like strategies.
increasing revenues and
slashing costs. • List some key revenues and costs
identified during the budgeting step
of the planning process.

12-15 Building Overview of • To understand the main Students will learn about how to : Lecture
Inclusive E- Global E- country-by-country
Markets Marketing differences in internet • Discuss overall trends in Internet
issues, Country access and usage as a access, usage, and purchasing around
and Market foundation for the world.
Opportunity segmenting and
analysis, targeting specific • Define emerging economies and
Technology markets. explain the vital role of information
readiness technology in economic development
influences • To learn about barriers
marketing, The to internet adoption and
Digital Divide, e-commerce in • Outline how e-marketers apply
Building emerging economies market similarity and analyze online
Inclusive E- and how they are being purchase and payment behaviors in
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 Markets addressed.
• To learn how
consumer behavior
and attitudes, payment
methods, technological
issues, and both
economic and
technological
disparities within
nations can influence
e-marketing in less
developed countries.
16-19 Ethical and Overview of • To explore the ethical
Legal Issues ethics and legal and legal issues that e-
issues, Privacy, businesses face in
Digital marketing online.
Property • To learn about the
current and emerging
issues that have caused
concern among a
variety of
stakeholders, including
e-businesses and
consumers.
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planning market entry opportunities.
• Describe how e-marketing strategy is
influenced by computer and
telephone access, credit card
availability, attitudes toward Internet
use, website design, and electricity
problems.
• Review the special challenges of e-
marketing on the wireless Internet in
the context of emerging economies.
• Discuss the controversy related to the
Digital Divide.
• Explain how e-marketing is being
used with very low income
consumers.
Students will learn about how to : Lecture
• Compare and contrast ethics and law.
• Discuss the implications of ethical
codes and self-regulation.
• Identify some of the main privacy
concerns within traditional and digital
contexts.
• Explain some of the important patent,
copyright, trademark, and data
ownership issues related to the
internet.
 • Highlight key ethical and legal
concerns related to online expression.

20-23 E-Marketing Data drive • To develop an Students will learn about how to : Lecture
Research strategy, understanding of why
Marketing and how e-marketers • Identify the three main sources of
knowledge turn e-marketing data that e-marketers use to address
management, research into marketing research problems.
Monitoring the knowledge.
social media, • Discuss how and why e-marketers
other • To learn about the need to check the quality of research
technology- three categories of data gathered online.
enabled internet data sources,
approaches, consider the ethics of • Explain why the internet is used as a
data analysis online research, contact method for primary research
and discover ways to and describe the main internet-based
distribution, monitor social media, approaches to primary research.
knowledge look at key database
management analysis techniques, • Describe several ways to monitor the
metrics and explore the use of Web for gathering desired
knowledge information.
management metrics.
• Contrast client-side, server-side, and
real-space approaches to data
collection.

• Highlight four important methods of

analysis that e-marketers can apply to
data warehouse information.

24-27 Consumer Consumers in • To develop a general Students will learn about how to : Lecture
Behavior the Twenty- understanding of the
Online first century, online consumer • Discuss general statistics about the
Inside the population. internet population.
internet
exchange • To explore the context • Describe the internet exchange
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 process in which online process and the technological,
consumer behavior social/cultural, and legal context in
occurs, the which consumers participate in this
characteristics and process.
resources of online
consumers, and the • Outline the broad individual
outcomes of the online characteristics and consumer
exchange process. resources that consumers bring to the
online exchange.

• Highlight the four main categories of

outcomes that consumers seek from
online exchanges.

28-31 Segmentatio Segmentation • To examine the various Students will learn about how to: Lecture
n, Targeting, and Targeting bases for market
Differentiatio overview, segmentation and the • Outline the characteristics of the
n, and Three Markets, classification and the three major markets for e-business.
Positioning Market characteristics of e-
Strategies segmentation marketing segments • Explain why and how e-marketers
bases and and to give examples of use market segmentation to reach
variables, product differentiation online customers.
Targeting and positioning
online strategies for e- • List the most commonly used market
customers, marketing. segmentation bases and variables.
Differentiation
online, Online • To gain a better • Outline the five types of Internet
positioning understanding of the usage segments and their
bases size and growth of characteristics.
various market
segments on the • Describe two important coverage
internet. strategies e-marketers can use to
target online customers.

• Define differentiation and positioning

and give examples of companies
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 using them.
32-35 Product: The Many products • To analyze the Students will learn about how to: Lecture
Online Offer capitalize on development of
Internet consumer and business • Define product and describe how it
properties, products that capitalize contributes to customer value.
Creating on the internet’s
customer value properties and • Discuss how attributes, branding,
online, Product technology by support services, and labeling apply
benefits, E- delivering online to online products.
marketing benefits through
enhanced branding, support • Outline some of the key factors in e-
product services, and labeling. marketing enhanced product
development development.
• To become familiar
with the challenges and
opportunities of e-
marketing-enhanced
product development.

36-39 Price: The The internet • To examine how Students will learn about how to : Lecture
Online Value changes internet technology is
pricing influencing pricing • Identify the main fixed and dynamic
strategies, strategies. pricing strategies used for selling
Buyer and online.
seller • To understand both
perspectives, the buyer’s and • Discuss the buyer’s view of pricing
payment seller’s perspectives of online in relation to real costs and
options, pricing online, buyer control.
pricing consider whether the
strategies internet is an efficient • Highlight the seller’s view of pricing
market, and learn online in relation to internal and
about fixed pricing as external factors.
well as the return to • Outline the arguments for and against
dynamic pricing, such the internet as an efficient market.
as online auctions.
• Describe several types of online
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 payment systems and their benefits to
online retailers.

40-43 The Internet Distribution • To develop an Students will learn about how to : Lecture
for channel understanding of the
Distribution overview, internet as a • Describe the three major functions of
online channel distribution channel, a distribution channel.
intermediaries, identify online channel
distribution members, and analyze • Explain how the internet is affecting
channel length the functions they distribution channel length.
and functions, perform in the
channel channel. • Discuss trends in supply chain
management management and power relationships
and power, • To learn how the among channel players.
distribution internet presents
channel opportunities to alter • Outline the major models used by
metrics channel length, online channel members.
restructure channel
intermediaries, • Distinguish among e-commerce, m-
improve performance commerce, social commerce, and F-
of channel functions, commerce.
streamline channel
management, and • Highlight how companies can use
measure channel distribution channel metrics.
performance.
44-48 E-Marketing E-Marketing • To understand the Students will learn about how to : Lecture
Communicati communication internet as a tool for
on Tools , Internet efficiently and
advertising, effectively exchanging • Define integrated marketing
Marketing marketing communication (IMC) and
public communication explain the importance of
relations, Sales messages between hierarchy of effects models.
promotion marketers and their
offers, Direct audiences. • Discuss how marketers use the
Marketing, internet for advertising, marketing
Personal • To learn how each public relations, sales promotions,
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 selling, IMC marketing direct marketing, and personal
Metrics communication tool selling.
can carry messages
over the internet and • Identify several emerging IMC
which are most tools.
effective.
• Describe the most effective online
IMC tactics.

Prescribed Text Book: “E-Marketing (Sixth edition),” by Judy Strauss and Raymond Frost, Prentice Hall of India.

Reference Readings: “Online Marketing,” by Gay, Charlesworth and Esen, Oxford University Press.

*Evaluation Components

Pre-Mid Term evaluation 20% (15% Non Class participation component +5% Class participation component)
Mid Term evaluation 20%
Post Mid Term evaluation 20% (15% Non Class participation component +5 % Class participation component)
End Term Evaluation 40%

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