Mkt Electronic

In: Business and Management

Submitted By oanavitan
Words 32971
Pages 132
UNIVERSITATEA ROMÂNO-AMERICANĂ BUCUREŞTI

MARKETING ELECTRONIC

2011

Structura cursului
1. Marketingul electronic – concept, dezvoltare şi implementare
1.1. Contextul dezvoltării activităţilor de marketing electronic 1.2. Conceptul de marketing electronic 1.3. Adaptarea marketingului la noua economie 1.4. Comparaţie între conceptul de marketing electronic şi marketingul tradiţional 1.5. Internetul mediu de marketing 1.5.1 1.5.2 Componentele micromediului de marketing online Componentele macromediului de marketing online

2. Instrumente de marketing electronic utilizate la nivelul organizaţiei
2.1. Site-rile web 2.2. Publicitatea online 2.3. E-mail marketing 2.4. Grupurile de discuţii 2.5. Blog marketingul 2.6. Search marketingul

3. Politica de marketing în mediul online
3.1. Strategia de marketing online 3.2. Politica de produs în mediul online 3.3. Politica de preţ pe Internet 3.4. Politica de distribuţie în mediu online 3.5. Politica de promovare prin Internet 3.5.1. Comunicarea de marketing în contextul Internetului 3.5.2. Publicitatea online 3.5.3. Promovarea vânzărilor pe Internet 3.5.4. Relaţii publice prin Internet

4. Campania de marketing online
4.1. Importanta planificarii activităţilor de marketing online 4.2. Etapele realizării unei campanii de marketing online 4.2.1. Identificarea segmentelor de consumatori/utilizatori vizate 4.2.2. Stabilirea obiectivelor campaniei online 4.2.3. Conceperea mesajului 4.2.4. Alegerea canalelor de comunicare online 4.2.5. Stabilirea mixului de promovare şi a strategiilor de comunicare 4.2.6. Stabilirea bugetului campaniei de comunicare online 4.2.7. Evaluarea rezultatelor campaniei de comunicare online

CAPITOLUL I. Marketingul electronic – concept, dezvoltare şi implementare
1.1. Contextul dezvoltării activităţilor de marketing electronic Philip Kotler spunea că viitorul nu este înaintea noastră;…...

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