Course No.: 602 ON LINE MARKETING AND
E-CRM(OMEC XXII)
Marks: 80 Hours: 40
Objective:
The objective of this paper is to enable the students to understand the
conceptual framework of e-CRM, advertising and promotion in the e-commerce
environment.
Course
Contents:
Unit
I: Introduction to e-marketing: Nature and scope of advertising and marketing
and its importance as a business function; the traditional view of advertising
and marketing; customer relationship management; concept of e-marketing; E-CRM
and advertising. 20
: 10 hrs
Unit
II: Web based marketing strategies: Designing parameters of online web
storefront to get customers and retain them; building trust and loyalty. 20 : 10 hrs
Unit
III: Dimensions of online marketing: Building links to other websites banner
links, directory advertising; building links with other people; ranking and
position in search engines and listing in search directories; using other media
for advertising; case studies. 20 : 10 hrs
Unit
IV: e-CRM: Concepts, integration of e-commerce customer interface with other
business processes; E-CRM communication interface with the customer-
chat/browser e-mail, multi lingual and multi currency support; CRM
applications- contents management, customer and marketing automation. 20:10 hrs
Text
and Reference Books:
1.
Agarwala Kamlesh. N, Agarwala Prateek A; e-CRM: Macmillan India, New Delhi.
2.
Kalkota R, Robinson Marcia; e-Business: Roadmap for Success, Addison-Wesley
(Low Price Edition) Massachusetts.
3.
Mc Donald; e-Marketing: Improving Marketing Effectiveness in a Digital World:
Addison-Wesley (Low Price Edition), Massachusetts.
4.
Kotlar Philip and Armstrong Gary: Marketing; An Introduction, Pearson Education
Asia (Low Price Editin).
5.
Tiwana Amrit; The essentials Guide to knowledge Management: E-Business and CRM
Applications: Pearson Education Asia (Low Price Edition).
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