The document provides an overview of an 8-day eMarketing training course. The course aims to provide an understanding of eMarketing and how it fulfills basic marketing principles. Key objectives include understanding the evolution of eMarketing, embracing technological changes, appreciating eMarketing tools, and developing an awareness of digital impact on the marketing mix. Students will learn categorization of website evolution stages, application of eMarketing activities, creation of new eModels, and impact on marketing mix elements. The assessment requires students to develop an eMarketing plan for a real organization of their choice.

1. eMarketing Day First The eMarketing Training and You Albert Poghosyan American University of Armenia Extension Program 31 st of March 2008

2. Course Structure Lectures/Tutorials : Contact lecturer any time Therefore 8 days x 4 hours = 32 hours Research project execution consulting = 4 hours Remaining 4 hours will be used for scanning individual assignments prior to their submission (Monitoring and evaluation). Assignment has a 2 weeks duration period therefore it is imperative that all sections are included and theory is applied.

3. COURSE Aim The main aim of the module is to provide you with a sound understanding of eMarketing which, in turn, will give you the confidence and a structure in which to explore the exciting array of opportunities presented by the online community.

4. COURSE Objectives: To understand how eMarketing fulfils the basic principles of marketing. To recognise the evolutionary stages of eMarketing and resource implications. To embrace change and the necessity to explore the cyber world (see overleaf). To appreciate the range of eTools as well as their advantages and disadvantages .

5. A philosophical Note to Obj. 3 Charles Darwin stated: “It’s not the strongest or most intelligent that survive, but the ones most responsive to change.” eMarketing combines marketing theory with available technological resources. eMarketing is relatively new compared to other marketing disciplines and is subject to continual change as technology evolves. The world is still developing good eMarketing practice and attempting to eliminate ‘bad practice’ (via new ‘Codes of Conduct’ and in some cases – new laws).

6. COURSE Objectives ( cont .) To develop an awareness of the digital impact on each element of the marketing mix. You need to work with the 7 P’s (not just the 4 P’s). To grasp the issues affecting customers, intermediaries and marketers. To become familiar with the e-marketing vocabulary.

7. MODULE Syllabus Module incorporates the CIM eMarketing syllabus. Broad overview is: eMarketing eCustomers eMix eTools ePlanning

8. Assessment Assignment : Develop an ‘E-Marketing Plan’ for a real-world organisation. YOU choose your own organisation. Assignment will be distributed next week! An immediate start is vital – you cannot leave this assignment till the last two days as much research is required. Apart from ‘Introduction’ to report, the assignment is 100% APPLIED THEORY.

9. Learning Outcomes YOU will be able to: Categorise a web site’s evolutionary stage. Ensure eMarketing activities are leveraged for maximum marketing benefits. Draw new eModels which could be used in a marketing plan. Advise on the impact which eMarketing has on each element of the ‘marketing mix’.

10. Course Learning Outcomes (cont.) Compare and contrast different eMarketing tools. Draw up an outline e-Marketing Plan which integrates online and offline marketing.

11. Additional Resources YOU need to spend time browsing, looking and learning. Seeing what works and what doesn’t work and building your own portfolio of good and bad e-marketing. See ‘eLearning System’ on www.apma.am for list of resources. See main textbook resource on the web site

12. Core Textbook Resources available to you! Study material designed to help you improve your understanding. Extensive links to useful websites, including: academic and practitioner-oriented articles; case study materials; examples of best practice; guidance on tools and techniques for effective websites; glossary.