E-turunduse kursuse õppematerjal magistrantidele
Date
2010
Authors
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Publisher
Tartu Ülikool
Abstract
Description
My master’s thesis “E-marketing handbook” focuses on e-marketing and online PR knowledge and tools that are necessary to people who work in marketing and communication, and also to students studying those subjects and everybody else who is interested in internet marketing and new social media channels.
E-marketing and online PR in social networks are developing rapidly. However, this educational work aims to provide a broader framework for e-marketing and the starting point to all practitioners, as well as inspiration to create a strategy, to select channels, target groups and plan actions. There are also many examples and e-marketing success stories from Estonia, and assignments.
The first chapter discusses the position of e-marketing in an organization’s business strategy, marketing and communication strategy as well as the risks and opportunities of e-marketing, and provides an overview of ICDT model. The second chapter focuses on strategy, the third chapter on target groups, the fourth chapter on e-marketing channels and activities. Chapter four provides also an overview of the main e-marketing channels and tools, which include homepage, campaign site, newsletter and e-mail marketing, Wikipedia, blog, forum, microblog, social network, photo sharing and video-sharing environments, banners, widgets or gadgets, search engine optimization or SEO, and games. The fifth chapter is devoted to the monitoring of e-marketing, and the sixth chapter to crisis communication in the internet.
In addition the thesis includes syllabus for a course in e-marketing.
Keywords: e-marketing, internet marketing, handbook, online PR, social network, social media, communication, internet, strategy, homepage, campaign site,newsletter, e-mail marketing, Wikipedia, blog, forum, microblog, photo, video, banner, widget, gadget, SEO, games.
Keywords
magistritööd