Intruduction to E-Marketing 2600-DSMz3zegMI
1. Consumer on the Internet
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
• Ambassador programs
6. Omnichannel approach
7. Marketing automation
8. Effectiveness measurement
a) Google Analytics
b) Social media analytics
c) Web listening
d) E-mail marketing and online advertising
9. Creating an online promotion strategy
10. Principles of retail in the digital era
Type of course
Mode
Assessment criteria
Final test on the eNauka 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.
Bibliography
Main textbook:
• Mazurek, G. (red.) (2018). E-marketing. Planowanie, narzędzia, praktyka. Warszawa: Poltext.
Additional literature:
• Królewski, J. i Sala, P. (2016). E-marketing. Współczesne trendy. Pakiet startowy. Warszawa: Wydawnictwo Naukowe PWN
• Bianchi, A. (2020). Driving consumer engagement in social media: influencing electronic word of mouth. New York, London: Routledge
• Kotler, P. i Stigliano, G. (2022). RETAIL 4.0: 10 zasad handlu detalicznego w erze cyfrowej. Warszawa: Polskie Wydawnictwo Ekonomiczne
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: