The students will acquire an overview of the challenges and opportunities in Internet marketing. The students learn to compare websites designed for either the B2B or the B2C market, evaluation of website content, strategic e-marketing, tailor-making of intranet and extranet, planning for e-commerce, e-CRM, e-retailing and the use of the e-P's.

The students will get an understanding of consumer behaviour from a variety of perspectives, develop an appreciation for and understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing.

Strategic E-Marketing: This part of the course, which comprises of three parts, will give the students an in depth overview of the Internet and its role in marketing. They will then discuss the development of Internet strategies in general and put this in relation to other marketing strategies. The third part will deal with practical issues such as constructing websites, how to ensure that they catch people’s attention, the use of the Internet in relational marketing, e-commerce transactions, website maintenance, assessing a website’s effectiveness compared to other strategies and measures, etc.

Consumer behavior: This part is an in-depth study of how psychological, sociological, and cultural variables influence buying behaviour and marketing strategy development. It focuses on identifying the relevant behavioural variables in a given product purchase situation and determining how marketing strategy can be adapted to meet the way in which consumers perceive, select, and buy.

Lectures and project work.

Portfolio assessment.