Internet Marketing (Functional Electives Marketing)

Paper Code: 
MBM-622
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To develop a framework for understanding the forces driving the Internet revolution in marketing and business.
  • To serve as a bridge between the new technology and the relevant areas of existing marketing knowledge.
  • To focus on cutting-edge business models that generates revenue while delivering customer value.
8.00
Unit I: 
Introduction to Internet Marketing

Emergence of Internet Marketing, Internet Marketing Environment, Internet User Characteristics and Behavior, Introduction to Social Networking Sites

8.00
Unit II: 
Strategic Internet Marketing

E-Marketing Plan, E-Marketing Planning Process, Online Marketing Research, Business-to-Business Marketing Strategy

8.00
Unit III: 
Internet Marketing Management-I

Targeting Market Segments and Communities, Differentiation and Positioning Strategies, New Product Development and the Net, Pricing in an Online World

8.00
Unit IV: 
Internet Marketing Management-II

Integrated Communication Strategy on Internet, E-Distribution and E-Commerce

8.00
Unit V: 
Issues in Internet Marketing

CRM in E-Business Strategy, Cyber Marketing in Emerging Economies, Ethical and Legal issues in Internet Marketing

Essential Readings: 
  • Ward Hanson: Principles of Internet Marketing, Thompson Learning
References: 
  1. Ross Brennan, Louise Canning, Raymond McDowell: Business-to-Business Marketing, Sage Publications
  2. Rafi Mohammed, Robert J. Fisher, Bernard J. Jarworski: Internet Marketing, Tata McGraw-Hill.
  3. Judy Strauss, Adel El-Ansary and Raymond Frost: E-Marketing, Third Edition, Prentice-Hall India.
  4. Jerry Wind and Vijay Mahajan: Digital Marketing (Global Strategies from the World’s Leading Experts), John Wiley & Sons.
  5. Jim Sterne: World wide Web Marketing, John Wiley & Sons, (Integrating the Web into Your Marketing Strategy).
  6. Herbert Meyers & Richard Gerstman(Ed):  Branding @ the digital age, Palgrave.
  7. Deirdre Breakenridge: Cyber Branding, Financial Times/Prentice Hall (Brand Building in Digital Economy).
  8. Lawrence, Jennings, and Reynolds: eDistribution, Thompson Asia Pte Ltd., Singapore.
  9. Matt Haig: B2B E-Commerce Handbook (How to transform your business-to-business global marketing strategy), Kogan Page.
  10. Adrian J Slywotzky, David J Morrison: How Digital is your Business, Nicholas Brealey Publications.