University of Belgrade, Faculty of organizational sciences

Department for e-business

Internet marketing

Study programInformation systems and technologies
Course statusElective
TeachersZorica M. Bogdanović, Aleksandra B. Labus, Dragan V. Vukmirović, Radmila B. Janičić
AssociatesAleksandra B. Labus, Aleksandar R. Milić

Course Content

Lectures: Principles of Marketing.  Models of business performance on Internet. Internet marketing plan. Internet marketing strategies. Techniques and tactics. SEO techniques. Social media. Social networks. Mobile marketing. Customer Relationship Management. Business intelligence in Internet Marketing. Trends in Internet marketing.

Practical exercises: Internet marketing technologies: forum, blog, rss. Internet marketing technologies: CMS, affiliate, SEO, Google services. Internet business plan. Internet marketing plan. Domain registration, free hosting, paid hosting. Web design, Study on the visual identity. WordPress CMS installation. Portal development. SEO – example in WordPress. CRM, integration with WordPress. Integrating e-shop with WordPress. Use of Google and social networks services. Internet advertising. Evaluation of students’ projects.

Aims

The aim of the course is to introduce students to Internet marketing techniques and services, business models for presence on the internet and the techniques for implementation of internet marketing plans.

Literature

  1. E-resources from web site en.elab.rs
  2. Editori M. Ivković, B. Radenković, Internet i savremeno poslovanje, monografija, Tehnički fakultet „Mihajlo Pupin“, Zrenjanin 1998.
  3. D. M. Scott, The New Rules of Marketing and PR, John Wiley & Sons 2007.
  4. D.Chaffey, Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall 2006.
  5. J. Strauss, A. El-Ansary, R.Frost,  E-Marketing  4/E, Prentice Hall 2006.

 

 

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