Key words
E-Marketing
Objectives
The economic environment has been evolving extremely rapidly during the second half of the nineties of last century. Because of the exponential increase in new media and telecommunication technology, the traditional coupling of content and physical carrier in the information flows between supplier and customer is loosened. This implies that the classical value creating processes in companies are disassembling and are reassembled in new configurations.
Methods and techniques of strategic marketing must be applied in an entirely new fashion, taking these new relationships in consideration. The aim of this course is to acquire the necessary skills to deal successfully with these new challenges.
Topics
The economic logic of things versus the logic of information and the trade-off between richness and reach. Deconstruction of the traditional value chain: new value chains and new business models. Desintermediation and the reconstruction of distribution chains.
Competition on reach, richness of information and affiliation. Some basic techniques of e-commerce: shops and online fronts.
The web as a channel of communcation and distribution. (Technical skills in building websites are excluded from this course).
Prerequisites
Strategic marketing management, especially about branding, communication and distribution.
Final Objectives
Materials used
De Nieuwe Economie ("Blown to Bits") (Evans and Wurster).
Study costs
Cost of the book, some photocopies.
Study guidance
Group work will be coached during sessions when there is no regular teaching.
Teaching Methods
Self-study, class teaching and group work (projects).
Assessment
First exam session: - presentation of summary and application of one chapter from the course text (group work)
- report and presentation of an analysis of a traditional business model and the contemporary reconstruction of same. Business and company to be chosen by the students (group work)
Second exam session: - presentation of summary and application of one chapter from the course text (group work)
- report and presentation of an analysis of a traditional business model and the contemporary reconstruction of same. Business and company to be chosen by the students (group work)
The presentation will be done individually.
Examination Board Flemish Community (ditto regular student)
Lecturer(s)
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