Course aims:

It aims to prepare students for the new information society where marketing is primarily digital, does not depend on quantification of time or space, is interactive and goal-oriented dialogue and strong relationship with clients in order to satisfy the greatest needs and their requirements.
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Course Entry Requirements:

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Course contents:

Marketing and online marketing - conceptual delimitations. The essence of marketing on the Internet, functions and its peculiarities. The technology of marketing bases and data warehouses. Concept, objectives, functions, languages. Management of Database Systems, types, access tools and multidimensional analysis. Fundamentals of computer networks and communication. Marketing and Information Society. Extranet and Intranet networks. Architecture, navigation techniques, search engines, services and applications used. Marketing mix in the digital environment. Marketing strategies in cyberspace. Designing and evaluating applications for marketing (websites, email marketing, e-commerce, online advertising, web processing, etc.) using specialized software products. Online Marketing Research.

Teaching methods:

Lecture, Discussions, Online Projects.

Learning outcomes:

Marketing in cyberspace centered on consumers, the new approach involves marketing policies and strategies achieved through use of new technologies in ICT, power and communication computer networks, to online services on a global market.

Learning outcomes verification and assessment criteria:

Oral examination - 50%, Verification during the semester (online project) - 50%.

Recommended reading:

• Basics Marketing 02: Online Marketing, Brian Sheehan, 2010, https://books.google.ro/books?isbn=2940411336
• The Handbook of Online Marketing Research: Knowing Your Customer, Joshua Grossnickle, ‎Oliver Raskin, 2000, https://books.google.ro/books?isbn=0071378456
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