Graduate Course Catalog 2007-2009
COURSE: 59-591 The Strategies of E-Business and E-Marketing (3)
This course evaluates how firms utilize digital technology to optimize their business through greater efficiency and more effective marketing strategies. The focus of e-business is the continuous optimization of a firmís business through digital technology, attracting and retaining the right customers and business partners, digital communicators, e-commerce, and online research. Students explore e-marketing as traditional marketing using electronic methods. The use of technology creates greater efficiency in the marketing function and transforms many marketing strategies, resulting in new business models that add customer value and/or increase company profitability. Prerequisite: 59-510 Survey of Marketing.