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MKTG 227 Marketing and Electronic Commerce

Опубликовано на портале: 15-10-2003
Год: Fall 2002
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

The goal of the course is to jointly investigate with students the fundamentals of Electronic Commerce so that we can better understand and evaluate the major changes occurring in marketing as a result of the expansion of the Internet. The course is organized into two parts focused on: 1) Business Models and Selling Formats; and, 2) Customer Management. We will study simple but powerful economic theories and examine empirical data to investigate strengths and weaknesses of several internet-based business models. We will also examine a variety of examples of consumer on-line psychology and resulting behavior, and discuss the ways these can be applied to enhance constructs such as brand equity, consumer trust and consumer satisfaction.