General description
This course provides the context of e-marketing, its strategies and performance, and the context for marketing planning; then presents e-marketing management and mix. The course begins with discussing e-marketing concept and its development from past through present to future, and continues with strategic e-marketing and performance, then explains e-marketing plan. It focuses on marketing research and delivers clarification of online consumer behavior; consequently, it sets segmentation, targeting, differentiation, and positioning strategies. Moreover, it introduces the marketing mix including product, price, distribution, and communication mix and describes owned, paid, and earned media for communication.