59-591 The Strategies of E-Business and E-Marketing

This course evaluates how firms utilize digital technology to optimize their business through greater efficiency and more effective marketing strategies. The focus of e-business is the continuous optimization of a firm’s business through digital technology, attracting and retaining the right customers and business partners, digital communicators, e-commerce, and online research. Students explore e-marketing as traditional marketing using electronic methods. The use of technology creates greater efficiency in the marketing function and transforms many marketing strategies, resulting in new business models that add customer value and/or increase company profitability.

Credits

3

Prerequisite

59-510 Survey of Marketing.