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MOD2_E-MARKETING.docx - E -MARKETING-MODULE 1 RNSIT – MBA...

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E -MARKETING-MODULE 1RNSIT – MBAE-MARKETINGMODULE 2Introduction to E-MarketingUnit 2: (12 Hours) E-Marketing Plan: Overview of the E-Marketing Planning Process –Creating an E-Marketing Plan – A Seven-Step E-Marketing PlanThe E-Marketing Environment: Overview of Global E-Marketing Issues-Country and MarketOpportunity Analysis – Technological Readiness Influences Marketing – WirelessInternet Access – The Digital Divide Ethical and Legal Issues – Privacy – Digital Property –Online Expression – Cyber Security –Cyber CrimeOverview of the E-Marketing Planning Process:How can information technologies assist marketers in building revenues and market share orlowering costs? How can firms identify a sustainable competitive advantage with internetwhen the landscape is constantly changing and filled with international competitors? Theanswer lies in determining how to apply digital data and information technologies botheffectively and efficiently. The best firms have clear visions that they translate, through themarketing process, from e-business objectives and strategies into e-marketing goals and well-executed strategies and tactics for achieving those goals. The marketing process entails threesteps: marketing plan creation, plan implementation and plan evaluation/corrective activeusing performance metrics.Creating an E-Marketing PlanThe e-marketing plan is a blueprint for e-marketing strategy formulation and implementation.It is a guiding, dynamic document that links the firm’s e- business strategy (e-businessmodels) with technology-driven marketing strategies and lays out details for planimplementation through marketing management. The plan serves as a road map to guide thefirm, allocate resources, and make decisions. Many companies short-circuit this process anddevelop strategies ad hoc. Nonetheless, some of the best firms discover successful e-commerce tactics accidentally and then use those experiences to build a bottom up plan. Suchwas the case with Schwab, the online stock trading firm, which allowed its online channelsuccesses to change the entire brick-and-mortar firm. Whether top-down or bottom-upplanning, firms must plan for long-term sustainability.This document is intended for internal circulation in the Dept of MBA, RNSIT only.Page 1
E -MARKETING-MODULE 1RNSIT – MBATwo common types of e-marketing plans are:1.Napkin Plan.2.Venture capital e-marketing plan.1.Napkin Plan:Many entrepreneurs simply jolt down their ideas on a napkin overlunch or cocktails and then run off to find financing. These ad hoc plans sometimeswork and are sometimes necessary, given a stodgy corporate culture, but they are notrecommended when substantial resources are involved. A principle that becameincreasingly evident during the dot-com shakeout.

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Term
Spring
Professor
dr bhagat
Tags
Marketing, Dept of MBA

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