E-Business and the Consumer Course Online | learndirect
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E-Business and the Consumer

Overview

In this course, we focus on the implications and opportunities that a business will face in marketing an e-business proposition to its customer base. Although the Internet can present a cost-effective global platform upon which to do business, marketing must still be a priority as customers will not automatically find what they need on-line. Successful e-businesses need to spend considerable effort and finance in ensuring that their on-line marketplace is carefully researched and targeted.

Modules

Lesson 1: CONSUMER-BASED MODELS IN E-BUSINESS

We begin with a brief overview of the common types of e-business models generally associated with B2C marketing.

Lesson 2: ON-LINE CONSUMER DEMOGRAPHICS

In Lesson 2, we use data statistics and surveys to investigate the demographics of potential customers of on-line products and services. The nature of these profiles indicates that the typical Internet user is not necessarily representative of wider society and can vary across geographic regions. We review the potential of future on-line markets based upon emerging demographics.

Lesson 3: MARKET RESEARCH ON-LINE

Market research is an important step to undertake in any business development project, and is equally important before embarking upon an e-business implementation project. In Lesson 3, we discuss techniques that use the Internet to gather market research data, and e-business models that capture market data in an on-going basis.

Lesson 4: INTERNET PROMOTIONAL STRATEGIES

Finally, in Lesson 4, we describe a number of strategies for promoting and marketing an e-business including web advertising, permission marketing and relationship marketing. We look at case studies, and conclude with emphasising the need to integrate on-line marketing strategies with those carried out in traditional media.

Requirements

There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.

In this course, we focus on the implications and opportunities that a business will face in marketing an e-business proposition to its customer base. Although the Internet can present a cost-effective global platform upon which to do business, marketing must still be a priority as customers will not automatically find what they need on-line. Successful e-businesses need to spend considerable effort and finance in ensuring that their on-line marketplace is carefully researched and targeted.

Modules

Lesson 1: CONSUMER-BASED MODELS IN E-BUSINESS

We begin with a brief overview of the common types of e-business models generally associated with B2C marketing.

Lesson 2: ON-LINE CONSUMER DEMOGRAPHICS

In Lesson 2, we use data statistics and surveys to investigate the demographics of potential customers of on-line products and services. The nature of these profiles indicates that the typical Internet user is not necessarily representative of wider society and can vary across geographic regions. We review the potential of future on-line markets based upon emerging demographics.

Lesson 3: MARKET RESEARCH ON-LINE

Market research is an important step to undertake in any business development project, and is equally important before embarking upon an e-business implementation project. In Lesson 3, we discuss techniques that use the Internet to gather market research data, and e-business models that capture market data in an on-going basis.

Lesson 4: INTERNET PROMOTIONAL STRATEGIES

Finally, in Lesson 4, we describe a number of strategies for promoting and marketing an e-business including web advertising, permission marketing and relationship marketing. We look at case studies, and conclude with emphasising the need to integrate on-line marketing strategies with those carried out in traditional media.

Requirements

There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.

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