Academic prerequisites:

Students who follow the course, are expected to

General study skills:

The course requires active participation and knowledge of case-based group work and dialog-based lecturing

The goal of this course in e-commerce is to provide the student with an overview of the opportunities of the Internet for marketing and communication with customers on the business-to-business market and the business-to-consumer market. The course will attach importance to connecting Internet marketing to other communication efforts in the company and to providing knowledge of the means and procedures of the Internet. Special importance is attached to obtaining theoretical understanding and practical use.

The introduction of information technology (IT) at all levels and the introduction of new business concepts, such as e-commerce and e-marketing, have developed a strong need for the competence that is achieved in this course. In a very short time, the Internet has become a marketplace to be taken into consideration. Very few enterprises dare call the Internet a playground. On the contrary, many managers now reflect on what the Internet will mean for their enterprise. To many companies the Internet represents a significant opportunity. It offers the companies, among other things, the opportunity to expand into new markets, to provide new services, and especially to compete on equal terms with larger companies. To the customers the Internet provides access to a broader range of products, services, and, in particular, different prices from various suppliers. Moreover, the Internet provides a manner of purchasing the wanted products and services from suppliers and services.

The course contains the following academic main areas:

Theory on market communication. Communicative means the Internet as communication and distribution channel. Development of communication strategies. The means and application fields of the Internet. The Internet and buying behavior. The connection of the Internet to marketing planning

In order to attain the course objective, students are expected to demonstrate the following learning outcomes (increasing solo taxonomy):

- Define the meaning and scope of Internet marketing, e-business and e-commerce and their different elements
- Summarize the main reasons for adoption of internet marketing and e-business and barriers that may restrict adoption
- Explain Internet as a communication medium for consumers and businesses
- Identify the marketplace models for internet trading
- Outline different methods of acquiring customers via internet
- Evaluate different buyer behaviour amongst online customers
- Describe techniques for retaining customers and cross- and up-selling using new media
- Outline e-communications issues and strategies in using social media including Twitter and Facebook

The following literature is used as a starting point at the course:

Dave Chaffey and Fiona Ellis-Chadwick: Digital Marketing: Strategy, Implementation and Practice, Pearson / Prentice Hall, 6th edition. ISBN: 978-1-292-07761-1

In order to enable the students to achieve the learning outcomes of the course, the teaching is organised in such a way that the lectures are combined with discussions of journal articles and cases. 2 lectures a week in 15 weeks. Students are expected to write a synopsis on an agreed topic.

These educational activities are summed up in an estimated indicative distribution of the workload for an average student in the following way:

Activity	Hours
Face-to-face classes (lectures, class teaching)	30
Preparation	50
Exam – incl. preparation	45
Total	125

Ordinary examination in June. Reexamination in August.

Registration for the course is automatically a registration for the ordinary examination of the course. Cancellation is not possible. If the student does not participate in the examination, the student will use an examination attempt.

The university may grant an exemption from the rules in case of exceptional circumstances.

Please note that the type and form of the re-examination may differ from that of the ordinary examination.

To attend the oral exam, a synopsis (9850512) must be handed in by the deadline given during the course.

Fulfillment of the examination condition is only possible prior to the ordinary examination.

Participation in the re-exam thus requires that the examination condition is met prior to the ordinary examination.

Oral examination based on a written synopsis.

Oral examination (9850502) based on a 10-15 page written synopsis. Electronic hand in via SDU-Assignment in Blackboard. There will be given 1 final grade for the completion of the course. Synopsis counts for 50% of the grade, while the oral examination counts for the other 50%.

The number of students enrolled may be restricted by the Study Board. If the enrolment limit is exceeded preference is granted to full degree students following a compulsory course on a SDU programme. Within the limit, full degree students having selected the course as an elective, guest and exchange students are offered enrolment on a first come first served basis.

Exchange students, if any: Internal grading. Assessment as for ordinary students.