E-MARKETING | Makerere University Courses

Course Code:

COX 4135

Course Credit Units:

3

Semester:

Semester 1

Year of Study:

Year 4

Undergraduate or Graduate Level:

Undergraduate Level

Academic Programs:

Bachelor Of Commerce External

College:

College of Business and Management Sciences

School:

School of Business

Course Description & Objectives:

This course addresses how electronic marketing is changing the dynamics of commerce, including how firms determine where and how to use the Internet for such things as customer relations management, retailing, branding, and business-to-business commerce. This course includes readings, lectures, and current news events in e-business, class discussion, industry guest speakers, workshops and group work. This course explores how information technology has affected traditional marketing in recent years by providing a practical, hands-on and up-to-date overview of key aspects of marketing online. Objectives or Aims:The course is designed to enhance a student’s understanding of e-commerce and its increasing magnitude in business operations today. Furthermore, this course will demonstrate the value in having a credible and positive online image as it pertains to career development. This course has a strong e-marketing focus; however, it will also encompass other key aspects of e-business.

Learning Outcomes:

Upon completion of this course, students will be able to complete the following key tasks:

Demonstrate an understanding of the core concepts of electronic marketing for consumers, organizations and society
Identify the implications of electronic marketing for different business sectors
Identify barriers to the growth of e-business
Develop a personal and organizational e-marketing plan
Identify how marketers lever web sites, databases and personalization
Compare online marketing media to traditional advertising media
Describe the general characteristics of the online consumer
Describe the role of the web as a transactional channel and for providing customer care
Describe the various components of a web site
Explain how rich media can be levered to enhance the online customer experience
Explain how to choose and register domain names
Use intelligent site search and search engine optimization
Demonstrate an understanding of online advertising planning, leverage the online medium to conduct consumer research
Describe the metrics used to track and evaluate web site usage
Analyze and interpret open rates, click-through rates, conversions and return on investment
Analyze competitive online marketing activities across different industries
Describe privacy legislation, compliance initiatives, self-regulation practices