Internet Marketing 2600-MSz2IMen
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. Online promotion goals
6. Forms of online promotion:
• Website
• Search Engine Marketing (SEM)
• E-mail marketing
• Online advertising
• Social media marketing
• Mobile marketing
• Online partnership
• Online Public Relations
7. The omnichannel approach
8. Effectiveness measurement
• Google Analytics
• Social media analytics
• Web listening
• E-mail marketing and online advertising
9. Creating an online promotion strategy
The achievement of the learning outcomes defined for the subject requires approximately 50-60 hours of student work.
Type of course
Mode
Learning outcomes
KNOWLEDGE
• Presents the impact of the Internet on marketing activities and selected elements of the marketing mix
• Describes changes in consumer behavior on the basis of the ZMOT model
• Defines e-marketing
• Describes the differences between traditional marketing and Internet marketing
• Lists the advantages and disadvantages of selected forms of online promotion
• Presents the characteristics of selected social media and the possibilities of their use in marketing activities
• Lists and describes criteria for online advertising targeting
• Provides the selection criteria for influencers
• Lists and describes key performance indicators for online promotion
SKILLS
• Selects the appropriate online promotion forms for the specific goals
• Selects the appropriate website elements depending on the characteristics of the audience and the company's goals
• Adapts the communication in different social media to their characteristics
• Selects influencers using appropriate criteria
• Develops an online promotion plan aimed at achieving the company's goals
• Analyzes website traffic using Google Analytics
• Analyzes mentions about a brand, product, service or company using web listening tools
• Operationalizes online promotion goals
• Defines tools and KPIs for measuring online campaigns
ATTITUDES
• Performs a critical analysis of e-marketing activities
• Is open to updating and expanding his knowledge on his own
Assessment criteria
• Test on the eNauka platform: max. 29 points
• Attendance and activity during the classes: max. 21 points
At least 15 points from the test and 26 in total are required to pass the course.
The attendance is verified by saving the list of participants on the Zoom platform. Participants' activity consists in verbal and chat utterances.
Bibliography
1. Chaffey, D. i Ellis-Chadwick, F. (2012). Digital marketing: strategy, implementation and practice. Harlow: Pearson Education Limited.
2. Mazurek, G. (Ed.). (2018). E-marketing. Planowanie, narzędzia, praktyka. Warszawa: Poltext
3. Tuten, T. (2021). Social Media Marketing. Los Angeles: SAGE
4. 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: