5. Concept of e-marketing

Introductory description

Goal – to introduce the online marketing system, its principles and aspects 

Objectives:

  • To get acquainted with the basic principles and concepts.
  • To be able to create marketing mix
  • To know the chain of Internet marketing activities.

Expected learning outcomes and skills:

  • To know basic principles and concepts.
  • To be able to create marketing mix.
  • To know the chain of Internet marketing activities.

Duration of topic studying: 7 academic hours – 2 of them are allocated to the study of the module (theoretical classes), 1 academic hour – practice classes and 4 academic hours – self-study.

Key words

E-marketing – application of IT to company’s marketing activities.

E-marketing mix – a unique set of inter-related actions and tactics which are used to reduce the desired respond in the target market and to achieve company’s goals by meetings the customers’ needs.

The marketing environment – refers to forces outside the company, which have a direct or indirect impact on company’s work and its marketing decisions.

Marketing ethics – deals with the moral principles which determine what is appropriate and inappropriate behaviour in marketing process.