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 Banking and Finance (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 Banking and Finance (3 years) Program
1	The students gain the ability to look at the problems of daily life from a broader perspective with an increased awareness of the importance of moral/ethical considerations and professional integrity in the workplace.	4
2	They develop their knowledge and understanding of banking and finance including concepts, theories, and analytical tools that serve both in national and international markets.	4
3	They gain an understanding of the role of financial management in business firms and the essentials of corporate finance and further develop their knowledge in the field.	1
4	They are able to apply valuation models to estimate the price of different financial assets, measure risk and describe the risk-return tradeoff.	1
5	They are provided with the knowledge and understanding of the regulatory framework and functioning of banking system and central banking as well as international banking system.	1
6	They are able to understand and use fundamental economic theories and tools to solve economic problems in banking and financial services industry.	1
7	They have the ability to develop and utilize accounting, financial and economic data as well as other information to solve different business problems by making use of basic mathematical and statistical models.	1
8	They are expected to develop their numerical and IT skills as well as knowledge of databases in order to address the significant development in the delivery and use of financial services known as FinTech.	1
9	They develop their ability to think critically, do research, analyze, interpret, draw independent conclusions, and communicate effectively, both individually and as part of a team.	4
10	They are provided with opportunities to acquire the necessary skills and competencies to develop professionalism in the banking and financial services industry or to move on to further study within the discipline.	4

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.