Académique Documents
Professionnel Documents
Culture Documents
Course Title Online Economy and Digital Marketing Name Dr. Amritesh
Elective amritesh@iitrpr.ac.in
Course Status E-mail
(offered to 2014 batch)
Reference
Main Text
1. Laudon, Kenneth C., and Carol Traver. E-Commerce 2016: Business, Technology, Society. Pearson
Higher Ed, 2016.
2. Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy,
implementation and practice. Pearson Education.
3. Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing
your digital marketing. Routledge.
Recommended Text
1. Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital world. Quirk eMarketing.
2. Turban, Efraim, et al. "Electronic commerce: A managerial perspective 2002." Prentice Hall: ISBN 0
13.975285 (2002): 4.
3. Gunter, B. (2016). The Psychology of Consumer Profiling in a Digital Age (Vol. 2). Routledge.
4. Rowan, W. (2002). Digital Marketing: using new technologies to get closer to your customers. Kogan
Page Publishers.
5. Kingsnorth, Simon. Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan
Page Publishers, 2016.
1
HUL452 2nd Semester AY 2016-17 2016 Batch
SUPPLEMENTARY MATERIALS
Introduction to digital economy- e-Business models- E-Commerce Infrastructure & Website Design-
Digital Marketing Concepts Understanding consumer behavior and profiling- Internet marketing
strategy & practice eCRM- Online retail and services- Supply Chain Management in e-Commerce-,
Measuring ROI- Security, Social and Ethical Issues in E-Commerce
MARKS DISTRIBUTIONS
GRADING
Grading will primarily be based on relative performance of students with respect to each other.
Institute rules will be followed for assigning the final grade for this course.
ATTENDANCE
Class attendance is mandatory. Students must follow the standard attendance rules of the Institute.
However, in addition to institute norms, deficiency in attendance may lead to lowering of grade (and also
award of F grade). For example:
2
HUL452 2nd Semester AY 2016-17 2016 Batch
2 Aug 16 -18 e-Business models: B2B , B2C and other Laudon & Traver: Chapter 2; Chaffey &
models Smith: Chapter 1
3 Aug 23 - 25 E-Commerce Infrastructure - Technology Laudon & Traver: Chapter 3- 5
Background & Website Design
4 Aug 30 -01 Marketing remix, Internet marketing, Social Chaffey & Smith, Chapter 2, 5Laudon &
Mobile and Local marketing Traver: Chapter 6, 7; Chaffey &
Chadwick, Chapter 4, 5; Rowan:
Chapter 2
5 Sept 06 -08 E-customers; How do people buy; Chaffey & Smith, Chapter 4;
merchandising analytics & optimization John & Tonder: Chapter 1, 3, 4, 5, 6, 7
9 Mid-Semester Exam
10 Oct 11 -13 Internet Marketing Strategy, Implementation Chaffey & Smith: Chapter 10; Chaffey &
and Practice Chadwick: Chapters 7,8,9
11 Oct 18 -20 e-CRM, and other support services; e- Chaffey & Smith: Chapter 8; Stokes:
Marketing Tools; Chapters 1-10, 15, 16; Rowan: Chapter
5
12
Oct 25 -27 e-Marketing Tools continued; B2C, B2B Chaffey& Chadwick: Chapter 10, 11
internet marketing
13 Nov 01-03
Online Retail and Services; Supply Chain Laudon & Traver: Chapter 9, 10, 11, 12
Management in e-business
14 Nov 08-10 Measuring and Managing ROI Rowan: Chapter 8;
Security, Social and Ethical Issues Laudon & Traver: Chapter 8
15 Nov 15-17
Project Presentations Classroom Discussion
16 Nov 22- 24