Intruduction to E-Marketing 2600-DSMdz/w3zegMI
1. The role of the Internet in customer journey
2. The concept and specificity of Internet marketing
3. Marketing mix on the Internet
4. The specificity of online promotion
5. Forms of online promotion:
a) Website
b) Search Engine Marketing (SEM)
• SEO
• Google Ads
• Google My Business
c) E-mail marketing
d) Online advertising
e) Social media marketing
• Social media definition and types
• Social media users
• The characteristics of selected social media
• Social media in marketing activities
• Facebook, Instagram and LinkedIn ads
• Trends in social media development
f) Mobile marketing
g) Online partnership
h) Online Public Relations
• Influencer marketing
• Brand community building
6. Omnichannel approach
7. Creating an online promotion strategy
8. Marketing automation
9. AI in Internet marketing – applications and tools
10. Effectiveness measurement
a) Google Analytics and other measurement tools
b) Key performance indicators
Type of course
Mode
Course coordinators
Term 2024L: | Term 2025L: |
Learning outcomes
Student after completing the course:
In terms of knowledge:
• S3_W01 Knows and understands terminology in the area of e-economy management in the field of internet marketing.
• S3_W02 Knows and understands the specificity, principles, procedures and practices regarding e-business activities, its key functions (operational, marketing, financial, personnel management) and its relationship with the environment
• S3_W05 Knows and understands technological, social, political, legal, economic and ecological processes and phenomena and their impact on functioning in e-business and the digital economy.
In terms of skills:
• S3_U02 Is able to correctly interpret technological, social, political, legal, economic and ecological processes and phenomena and their impact on the functioning of e-business and digital economy, using the appropriate selection of sources.
• S3_U06 Is able to plan and organize individual and team work in the development and implementation of online marketing activities (e.g., online promotion strategies, social media campaigns), and effectively cooperate within a team
In terms of attitudes:
• S3_K01 Is ready to assess and critically approach situations and phenomena related to the functioning of e-business and the digital economy.
• S3_K04 Is ready to demonstrate initiative in proposing creative and effective solutions in the field of internet marketing, using available online tools and new technologies to achieve the organization’s marketing objectives.
• S3_K05 Is ready to adhere to professional ethical standards in internet marketing activities, particularly in online communication, the use of user data, and the implementation of promotional activities on social media.
Assessment criteria
Final test on the Kampus platform (70 points), attendance and participation in classes (30 points). At least 36 points from the test and 51 in total are required to pass the course.
Final grade
Bibliography
Main textbook:
• Mazurek, G. (red.) (2018). E-marketing. Planowanie, narzędzia, praktyka. Warszawa: Poltext.
Additional literature:
• Chaffey D. i Ellis –Chadwick F. (2022) Digital Marketing Strategy, implementation and Practice, Pearson
• Królewski, J. i Sala, P. (2016). E-marketing. Współczesne trendy. Pakiet startowy. Warszawa: Wydawnictwo Naukowe PWN
• Bianchi, A. (2021). Driving consumer engagement in social media: influencing electronic word of mouth. New York, London: Routledge
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: