More than ever, companies today need to understand the role that technology plays in the marketing of goods and services and how it can differentiate their products from the competition. Marketers need to understand the ways in which customers and companies respond to the rapid introduction of technological innovations and how to develop the right business strategies to grow new markets.

We will examine the role of technology in marketing, the business models and strategies for growing new markets and the sustaining of market growth. We will present systematic ways in which companies can assess market response to innovations and define the technological relationships. We will discuss recent trends in E-Business such as how firms are currently using the Internet to cut costs and improve customer relationships. We will also examine the Economics of IT and the role of Trust in successful marketing strategies in E-Business

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Program Objectives

The program will enable you to:  

• Link the powerful impact of high technology marketing on business performance and the need to integrate strategic decisions with marketing decisions

• Acquire essential and latest concepts of electronic marketing and its application to current market development

• Increase knowledge of market development strategies, new business models, and their interfaces

• Assess the costs and benefits of various business models and marketing strategies

• Use e-marketing tools and technologies effectively in the tactical implementation of your customer relationship management strategy