Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Business Management (BBM)
Course Description
:The course will explore new technology adoption, shifting consumer attitudes to online experiences, and how to eval uate technologies for workplace, business , and personal consumption through a marketing lens. The emergence of the internet has opened new opportunities to design business models that deliver customer satisfaction. This course is designed for students to understand the perspectives of electronics so that they can develop a skill to undertake e -marketing as a business venture. This course includes issues such as the concept and development of e -marketing, e -marketing environment, e -marketing planning, Ethics in e -marketing, e-marketing strategy formulation, e -marketing mix management , and use of social media for marketing.
Course Objective
:This course aims to introduce students to the world of online marketing and provide the skills to conduct business operations in the virtual world. This course aims to enhance students’ skills in analyzing the e-marketing environment and designing e-marketing plans and strategies. Course Description The course will explore new technology adoption, shifting consumer attitudes to online experiences, and how to eval uate technologies for workplace, business , and personal consumption through a marketing lens. The emergence of the internet has opened new opportunities to design business models that deliver customer satisfaction. This course is designed for students to understand the perspectives of electronics so that they can develop a skill to undertake e -marketing as a business venture. This course includes issues such as the concept and development of e -marketing, e -marketing environment, e -marketing planning, Ethics in e -marketing, e-marketing strategy formulation, e -marketing mix management , and use of social media for marketing.
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction
- The e-marketing concept and development of Web 1.0 (past), Web 2.0 (present), and Web 3.0 (future) platforms. Strategic e-marketing, e-business models.
Unit 2. E-Marketing Environment
- Building inclusive e -markets – global markets, emerging economies, importance of information technology. Market opportunity analysis. Influenc e of technology readiness.
- The digital divide.
Unit 3. E-Marketing Planning
- The e-marketing planning process. Creating an e -marketing plan – the napkin plan and venture capital e-marketing plan. The critical steps of e-marketing planning.
Unit 4. Ethics in E-Marketing
- Ethics and ethical codes. Self-regulation. Privacy. Digital property. Online governance, jurisdiction, and fraud. Emerging ethical and legal issues in E-marketing.
Unit 5. E-Marketing Strategy
- Data-driven strategy. Marketing knowledge management. Technology-enabled approaches. Marketing databases and data warehouses.
Unit 6. E-Marketing Management
- Product: the online offer and capitalizing on internet properties. Creating cus tomer value online. Product benefits, attributes, branding, support services, and labeling. E -marketing enhanced product development strategies. Price: Internet based pricing strategies. Buyer and seller views on price. Payment options. Pricing strategies. Distribution: Distribution channels and online intermediaries. Channel length and functions. Channel power.
- Promotion: E -marketing communications. IMC in e -marketing. Internet advertising trends. Marketing public relations (MPR). Role of sales promotions and direct marketing.
Unit 7. Social and Digital Media Marketing
- Elements of social media – concept and types. Use of social media by businesses. Social media strategies. Digital media – concept, search engines, social media advertising, mobile advertising. Purchasing digital media.
Suggested Readings:
Afuah, A., & Tucci, C. L. (2001). Internet Business Models and Strategies: Text and Cases. McGraw-Hill/Irwin. Strauss, J., & Frost, R. (2001). E-Marketing. Prentice Hall of India.