Internet Marketing

Course title: INTERNET MARKETING STRATEGIES
Catalogue No. 6940-06
Instructor(s): Prof. dr hab. Barbara Dobiegała-Korona, mgr Tymoteusz Doligalski

Course objectives
The objective of the lecture is to provide students with up-to-date knowledge on Internet marketing and skills of developing a successful Internet marketing strategy.

Teaching method
Lectures, case-studies, discussions, students’ presentations.

Course requirements
Paper describing a self developed Internet marketing strategy and its presentation (80%). Paper can be written in English, Polish or German. 
Participation (20%)

Recommended literature
E.Coupey, Marketing and the Internet, Upper Saddle River, NJ, Prentice Hall, 2001;
B.Canzer, E-business: Strategic thinking and practice, Boston, 2006;
T.Jelassi, A.  Enders, Strategies for e-business: creating value through electronic and mobile commerce, 2006;
A.C. Hax, D.L. Wilde II, The Delta Model: Adaptive Management for a Changing World, Sloan Management Review, Winter 1999.

Course topics
Introduction to Internet Marketing.
Websites.
Values for Customer.
Customer Satisfaction and Loyalty on the Internet.
Customer Value Management.
Online Product Strategies.
Internet Channel Management.
Pricing Strategies.
Promotion on the Internet.
Communities.
Search Engine Marketing.
e-Business Models.
Developing an Internet Marketing Strategy.

About instructors

Prof. dr hab. Barbara Dobiegała-Korona
Professor, Head of Dept. of Marketing, Warsaw School of Economics

Mgr Tymoteusz Doligalski
Teaching and Research Assistant, Dept. of Marketing, Warsaw School of Economics