COURSE INFORMATION Course Title: E-MARKETING

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 323	B	5	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	M.Sc. Mariola Muçi mmuci16@epoka.edu.al , Friday 15:00-16:00
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Study program: (the study for which this course is offered)	Bachelor in Business Administration (3 years)
Classroom and Meeting Time:	E-311
Code of Ethics:	Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:
Course Description:	E-Marketing: Electronic technologies used for marketing. The Internet as a commercial medium and its use in the tourism industry. Wireless and other electronic applications in tourism. Changes brought by electronic technologies to communications, promotion, distribution and consumer behavior.
Course Objectives:	This course provides a thorough understanding of the principles and practices associated with using the internet to market goods and services. It explores how the internet can be used effectively to enhance marketing activities. Students taking this class will have the ability to analyze websites and understand the complexities of marketing on the Internet. While working in teams, they will be able to prepare an effective e-Marketing Plan and deliver a quality presentation using leading edge web-based tools.

BASIC CONCEPTS OF THE COURSE

1	Marketing
2	E-Marketing
3	Social Media
4	Advertisement
5	E- mail Marketing
6	Digital
7	Technology
8	Video Marketing
9	ROI
10	SEO

COURSE OUTLINE

Week	Topics
1	Course Introduction. Syllabus Review.
2	Marketing Principles. Revising the definition of Marketing and different views of scholars regarding Marketing concept. Understanding the value and scope of Marketing in affecting the business performance. (eMarketing. The essential guide to marketing in a digital world, pages 4-10)
3	What is E-Marketing? In this chapter students will comprehend the importance of e-marketing and the role of e-marketing plans as a component of corporate level plans. Understanding of the principles and practices associated with using the internet to market goods and services. (eMarketing. The essential guide to marketing in a digital world, pages 18-36).
4	Traditional and Digital Marketing. Understanding the differences between traditional marketing and the digital marketing practices. Analyzing the pros and cons of each concept. (eMarketing. The essential guide to marketing in a digital world, pages 39-48).
5	E-mail Marketing. introduction to email marketing, and the key terms and concepts. Analysis of email strategy and planning as key to its success, and how to grow a database and explore the creative execution of emails. Suggestion some handy tools of the trade and provide a useful case study along with a view of the bigger picture and a summary of the chapter (eMarketing. The essential guide to marketing in a digital world, pages 431-458).
6	Social Media Channels. An introduction to social media channels and the important differences between these and more traditional forms of media. Explanation of the categories into which these channels fall – social networking, content sharing, aggregation and location – as well as the powerful role they can play in the marketing process. (eMarketing. The essential guide to marketing in a digital world, pages 405-429).
7	Midterm exam
8	E-Marketing in practice, site visit.
9	Search Advertising An introduction to search advertising is followed by a look at the elements that make up a search advert. A practical guide will get students start on managing their own search advertising campaigns and utilizing demographic and behavioral targeting, as well as tracking on your campaigns. (eMarketing. The essential guide to marketing in a digital world, pages 263-290).
10	Social media management & advertising. Understanding the concept of Social Media Management and advertising types. Students will be presented with the characteristics of some of the most used social media apps such as: Facebook, Twitter, Instagram or TikTok. (eMarketing. The essential guide to marketing in a digital world, pages 309-324).
11	Video Marketing. An introduction to video marketing and the key terms and concepts students needs for this chapter. Analysis in how to produce an online video within a sound content strategy, and how to promote it through paid, earned and owned media channels. (eMarketing. The essential guide to marketing in a digital world, pages 343-364).
12	Project Presentation
13	Project Presentation
14	Final Exams

Prerequisite(s):	None
Textbook(s):	STOKES, R. (2018). eMarketing. The essential guide to marketing in a digital world (8th. ed.). Retrieved from http://www.redandyellow.co.za/product/textbook- digital/
Additional Literature:
Laboratory Work:	None
Computer Usage:	None
Others:	No

COURSE LEARNING OUTCOMES

1	Define the basic scientific and marketing research methodology concepts
2	Explain the purpose of conducting marketing research in businesses
3	Read and evaluate published marketing research reports from companies
4	Design a practical research project for a marketing problem

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Business Administration (3 years) Program
1	Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics.	5
2	Apply key theories to practical problems within the global business context.	4
3	Demonstrate ethical, social, and legal responsibilities in organizations.	4
4	Develop an open minded-attitude through continuous learning and team-work.	5
5	Use technology to enable business growth and sustainability.	3
6	Analyze data to make effective decisions.	2

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	30
Presentation	1
Project	1	20
Quiz	2	5
Final Exam	1	40
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	4	64
Hours for off-the-classroom study (Pre-study, practice)	16	1	16
Mid-terms	1	16	16
Assignments	1	12	12
Final examination	1	17	17
Other			0
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5

CONCLUDING REMARKS BY THE COURSE LECTURER

What is expected from students during this course is: Focus, Engagement, Hard Work, Teamwork.