E-marketing for sustainable development (219687)

Course coordinator

Course description

Internet and other information technologies have created a new framework for development of marketing activities. Within this course students will learn about e-environment and market research in the e-environment, on online consumer behavior, online tools and e-marketing strategies that are used in the context of sustainable development. Case studies approach will facilitate understanding and adoption of the material, while exercises and individual work on creating an e-marketing plan prepare students for practical application of theoretical knowledge.

Type of course

ECTS: 3.00

E-learning: L1

Lecturer
Grading

Sufficient (2): 60-69 %
Good (3): 70-79 %
Very good (4): 80-89 %
Excellent (5): >90 %

Types of instruction

  • Lectures
  • Seminars
  • Exercises

Learning outcomes

Learning outcome Evaluation methods
1. Understand context and principles of sustainable development
2. Understand the context of E-Marketing
3. Explain the process and conduct market research in e-environment
4. Explain behavior of consumers in the e-environment
5. Identify marketing opportunities provided by e-environment
6. Identify tools used in e-marketing
7. Create and present e-marketing plan

Methods of grading

Evaluation elements Maximum points or Share in evaluation Grade rating scale Grade Direct teaching hours Total number of average student workload ECTS
Parcijani ispit 1. (P1) 20% 60 – 70%
71 – 80%
81 – 90%
91 – 100%
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
20 30 1
Parcijalni ispit 2. (P2) 20% 60 – 70%
71 – 80%
81 – 90%
91 – 100%
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
14 30 1
Parcijalni ispit 3. (P3) 20% 60 – 70%
71 – 80%
81 – 90%
91 – 100%
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
16 30 1
Seminar (S) 20% 10 30 1
Usmeni ispit UI 20% 60 – 70%
71 – 80%
81 – 90%
91 – 100%
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
60 2
UKUPNO 100% P1+P2+P3+S+UI)/5 60 180 6
Evaluation elements Maximum points or Share in evaluation Grade rating scale Grade Direct teaching hours Total number of average student workload ECTS
Završni usmeni ispit (ukoliko nisu položeni parcijalni ispiti) 80% 60-70%
71-80%
81-90%
91-100%
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
50 150 5
Ukupno 100% ZUI + S 60 180 6

The final grade of a student is calculated from the mark obtained for the conducted research and seminar essay with essay as 2/3 and conducted research 1/3 of the total mark.

Evaluation elements Description Deadline Recoupment
Završni usmeni ispit (ukoliko nisu položeni parcijalni ispiti) Usmeni ispit sastoji se od pet pitanja. Testira se sposobnost studenta da poveže usvojene činjenice i sposobnost zaključivanja. Seminar se polaže tijekom nastave Ispitni rokovi.

Weekly class schedule

  1. Introduction into sustainable development - Basic concepts and principles of sustainable development, characteristics and examples of sustainable development and socially responsible business
  2. Basic marketing concepts - repetition - Repetition of basic marketing concepts, marketing strategy, segmentation
  3. Introduction to e-marketing - Differences between e-marketing and traditional marketing, e-environment
  4. E- marketing research - Market research in the e-environment, methods of data collection and data analysis in the e-environment
  5. Consumer behaviour in the e-environment - Consumer behaviour in e-environment, the role of social factors in consumer behavior
  6. Website design and maintanance - Website design, website analysis, differences between personal and corporate business website, attributes and examples of successful websites in the context of sustainable development
  7. E-mail marketing - Basic concepts, types of e-mail marketing, e-mail campaigns, examples of good practice in e-mail marketing
  8. Online advertising - Advertising concepts and their application in e-environment, advertising opportunities in e-environment
  9. Social Networks and Marketing - Types of social networks available, examples of the use of social networks for marketing purposes
  10. Social Networks and Marketing - Examples of the use of social networks for marketing purposes
  11. E-marketing plan - Key components of E-marketing plan, examples of successful e- marketing plans
  12. E-marketing ethical and legal issues - Ethical and legal issues related to e-marketing
  13. Individual work of students - Independent work of students on their assignment (e-marketing plan)
  14. Individual work of students - Independent work of students on their assignment (e-marketing plan)
  15. Presentation of seminars - Oral presentation of seminars

Obligatory literature

  1. Rob Stokes (2011.): E-marketing, The esential guide to digital marketing, 4th edition, Quirk (Pty) Ltd
  2. Jennifer-Claire V. Klotz (2002.): How to direct-market farm products on the Internet, U.S. Dept. of Agriculture, Agricultural Marketing Service, Transportation and Marketing Programs, Marketing Services Branch

Recommended literature

  1. Judy Strauss; Raymond Frost (2013.): E-Marketing, 7th Edition, Prentice Hall

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