Graduate Education Institute · Business Administration · Master
Course Objective
The aim of this course is to provide an understanding of issues involving the Internet and electronic commerce, such as technological directions, the nature of Internet marketing and the strategies, structures and processes used in this new business environment. The emergence of the digital economy will be examined and the economic and social impacts of electronic commerce will be explored.
Course Content
Students will examine company motivations for creating a digital marketing strategy, use of the web as a sales and promotion channel, online consumer behaviour, and measurement and evaluation issues that need to be addressed within digital marketing programs
Required Resources
E-business and e-commerce management- strategy, implementation and management, Dave Chaffey, Harlow, England: Prentice - Hall, 5rd Ed, 2007.
Recommended Resources
- Economist Magazine, Financial Times, Wall Street Journal, Dünya Gazetesi