Academic year/semester: 2024/25/1

ECTS Credits: 3

Available for: Only for the faculty’s students

Lecture hours: 2
Seminarium:0
Practice: 0
Laboratory: 0
Consultation: 1

Prerequisites: -

Course Leader: Éva Takács

Faculty: Alba Regia Technical Faculty, 8000 Székesfehérvár, Budai út 45.

Course Description:
Levels of the interpretation of marketing, marketing conceptions, effets of the internet. The term online marketing, online marketing mix, malleable laws of marketing. Properties of online facilities, secret of their succes, the advantages of the internet for enterprises and users. Efficient e-marketing. The establishment of e-business. SAP CRM, CRM, SAP Business one. E-shops, statistics of e-traffic. Aspects of buying on the web. Establishment and analysis of webshops. Forms of online selling. Online promotion, types of online advertisements. Online marketing tools: web analytics, search marketing, banners, campaigns, newsletters, virus marketing, blog. Direct marketing on the internet. Internet ethics. Online PR tools. Society marketing (facebook). Online marketplaces (ebay, vatera, etc.). New alphabet in the marketing.
The main competences and professional skills gained by the students: management of online presence, selling and communication, studying the special tools of online marketing.

Competences:
webpage analysis, planning of online advertisements

Topics:
Levels of the interpretation of marketing, marketing conceptions, effets of the internet. The term online marketing, online marketing mix, malleable laws of marketing. Properties of online facilities, secret of their succes, the advantages of the internet for enterprises and users. Efficient e-marketing. The establishment of e-business. SAP CRM, CRM, SAP Business one. E-shops, statistics of e-traffic. Aspects of buying on the web. Establishment and analysis of webshops. Forms of online selling. Online promotion, types of online advertisements. Online marketing tools: web analytics, search marketing, banners, campaigns, newsletters, virus marketing, blog. Direct marketing on the internet. Internet ethics. Online PR tools. Society marketing (facebook). Online marketplaces (ebay, vatera, etc.). New alphabet in the marketing.
The main competences and professional skills gained by the students: management of online presence, selling and communication, studying the special tools of online marketing.

Assessment: The students will write one test in the semester, which will be based on the topics of the lessons. In order to receive the signature the students have to achieve at least 50% of the points in the test and have to prepare two homeworks (webpage analysis, planning of online advertisements). Persons who cannot participate on the test will have the possibility to write it before the end of the semester (before last week). The work in the semester cannot be postponed to a later time.

Exam Types:

Written Exam

Mid Term Exam

Compulsory bibliography: Justin Michie: Internet marketing (2012) Lorrie Thomas: Online marketing (2016)

Recommended bibliography: Tom-Corson – Knowles: Facebook for Business Owners (2012)

Additional bibliography: -

Additional Information: -