Audience

Business managers, business analysts, project managers, prospective managers, and any other employees seeking advanced competency in the areas of e-commerce and e-business

Prerequisites

The E-business Revolution learning path or a comparable foundation level course

Course Aim

This learning path focuses on how to build a successful business online. Through interactive lessons, role-play simulations, and multimedia seminars, students learn how to prepare for e-business, how to value this business, and how to develop an understanding of their online customers. The learning path goes on to explore issues relating to the development, advertising, and marketing of new products. The learning path also describes how to retain customers and create online loyalty.

Learning Objectives

To delineate the first steps in building an e-business - developing a strategy and establishing a web presence

Topics Covered

New product development Rapid new product development Market research and segmentation The role of standards Pricing Pricing strategy in the online world Web-enabled real-time pricing Traffic and brand building Optimizing web traffic Driving traffic Utilizing online communities Online advertising Advertising strategies Methods of online advertising E-marketing Implementing an e-marketing plan

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