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E-MARKETING
Introduction
Marketingdepartment,FacultyofEconomicsinOsijekJ.J.Strossmayer UniversityinOsijek
E-MARKETING
AntunBiloš,PhD.Associate professor
Who am I?
E-MARKETING
+ Why am I here?
www.efos.unios.hr/abilos/[email protected]
AntunBiloš,PhDAssociateprofessor
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Marketingposebnihpodručjawww.mpp.efos.hr
Facebookprofilwww.facebook.com/mpp.efos
PSS Marketing posebnih područja
E-MARKETING 4
www.portanova.hr
www.facebook.com/portanova.os
Twitter.com/PortanovaOsijek
Instagram.com/portanova_osijek
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E-vinotekawww.vinoteka-vinita.hr/
Facebookprofilhttps://www.facebook.com/vinoteka.vinita/
Vinoteka Vinita
What about yourself?
Do tell
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Why e-marketing?
Might be this…
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Why e-marketing?
Mobile presence IoT
+ 3 broad ideas
CBA 20 years of Google
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E-MARKETING 9
E-marketingwww.efos.unios.hr/e-marketing
Course web site
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Introductiontocharacteristicsofvirtualelectronicmarketandapplicationofassociatedmarketingtechniquesinthedigitalenvironment.!
Course objective
Expected learning outcomes
1. Differentiatethee-marketingconceptual framework2. ExplaintherecentICT trends3. Explaintheselectedcommunication tools inthedigitalenvironment4. Differentiatebasicsearchtechniques oftheinternetinformation
space5. Differentiatethemainpromotion techniquesofe-marketing6. Identifybasicsegmentation possibilitiesinthedigitalenvironment
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What should you do?
Let’s see
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Required Readings
• Chaffey,D.,Smith,P.R.(2013)Emarketing Exellence:Planing andoptimizingyourdigitalmarketing.4th ed.NewYork:Routledge.• Lecture presentations
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Additional Readings
• DaveChaffey,PRSmith:Emarketing Excellence(4.izdanje)
• MelissaS.Barker,DonaldI.Barker,NicholasF.Bohrmann,KristaE.Neher:SocialMediaMarketing
• DamianRyan,CalvinJones:UnderstandingDigitalMarketing
• MichaelMiller:TheUltimateWebMarketingGuide
• DavidMeerman Scott:The new rules of marketing&PR (3.izdanje)
• DavidMeerman Scott:WorldWideRave
• Rohit Bhargava:Personality not included
• DaveEvans:Social media marketing
• Bernie Borges:Marketing2.0
• Internetskiizvori
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Course content
1. Introductiontoe-marketing2. Internetandwebspace3. E-mailmarketing4. Mobilemarketing5. Informationspaceofe-marketing6. E-marketingmix7. Digitalsegmentation8. E-business
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Lectures
# Date* Location* / time* Topic
1 23.10.2019. D11 / 11:00 Introduction
2 06.11.2019. D6b / 11:00 Web sites
3 20.11.2019. D6b / 11:00 Digital promotion 1
4 27.11.2019. D6b / 11:00 Digital promotion 2
5 TBC TBC Final paper presentation
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Evaluating student's work: final paper presentation
Final paper presentation (1)
• Identifybusinessorientedweb-site basedinthecountryofyourorigin(availableinEnglish)
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Final paper presentation (2)
• Analyze theweb-site– Valueproposition– Businessobjectives– Targetaudience
• Propose internetbasedpromotionactivities– Displaycampaign
• Identity(visuals,description)• Location• Landingpage
– Newslettercampaign• Sender• Subjectline• Content
– GoogleAdsSearchNetworkcampaign• Keywords• 3ads(title,URL,2linesoftext)• Landingpage
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Final paper presentation (3)
• PowerPointoralpresentation(5-10min)• Discussion• Duedate?TBC
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Q&A
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Thank you!
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Izv.prof.dr.sc. AntunBiloš
Katedra za marketingEkonomski fakultet uOsijekuSveučilište J.J.Strossmayera uOsijeku
www.efos.unios.hr/[email protected]
