MRKT11028  E-Marketing & Retail Selling

This course is designed to extend the way in which the principles of modern marketing theory and practice are applied. Emphasis is placed on the legitimate role of marketing within the context of electronic commerce. In an age of increasing interactivity, the concept of a defined market space is addressed. Exchanges and transactions within a virtual world comprising customers, service providers, and competitors underline the course's emphasis on web-based value propositions and key elements contributing to the marketing mix. The link between them and retail selling will be explored. Other electronic marketing areas such as database marketing and aspects of direct marketing are also addressed.