Lecture 8 – Digital Marketing

In this lecture, we will look at the importance of digital marketing for an e-business and how firms can consider marketing from a strategic perspective. We will look at the influence of social media in marketing and the new trend for content marketing.

Concepts covered in the lecture

  • The place of marketing in e-business
  • Multichannel marketing
  • First Generation marketing
  • Second Generation marketing
  • Social media marketing

Step 1: Review slides

Get the slides from Moodle and review them together with your lecture notes.

Step 2: Reading

Read p376-411 and p414-418 and p438-445 of E-commerce by Loudon and Traver.

Alternatively, read p229-262 of E-business by Jonathan Reynolds

Step 3: Reading

Read p31-60 of Click.ology by Graham Jones

Step 4: Video

Watch this video about Google AdWords

Step 5: Reading

Read this article: http://www.theguardian.com/media-network/media-network-blog/2014/aug/27/ice-bucket-challenge-lessons-marketing

Step 6: Listen

Listen to this podcast from Harvard Business Review

Step 7: Research

Conduct your own research on the impact of e-marketing on e-business

 

Further Reading

http://en.wikipedia.org/wiki/Online_advertising