What is the external marketing environment?
14 min
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64 min
1. Digital strategy- Dr. Annmarie Hanlon
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2. Online marketplace analysis- Dr. Dave Chaffey
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31 min
3. Managing marketing in a crisis- Dr. Annmarie Hanlon
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4. Getting started in affiliate marketing- Mrs. Red Barrington
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5. Conversion rate optimisation- Mr. John Newton
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6. Creating retail websites- Ms. Emma Davies
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8. Digital impact on the marketing mix- Mr. PR Smith
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9. Social media marketing- Mr. Richard Sedley
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17 min
10. Online community management- Dr. David W. Peck
- Archived Lectures *These may not cover the latest advances in the field
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47 min
11. Improving results from digital channels- Mr. Matthew Tod
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56 min
12. Web 2.0/social media: 'the times they are a changing'- Dr. Jim Hamill
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41 min
13. Customer experience and web design- Ms. Catriona Campbell
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39 min
14. E-marketing strategy- Dr. Fiona Ellis-Chadwick
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33 min
15. Online branding- Dr. George Christodoulides
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28 min
16. Consumer behavior- Dr. Ruth Rettie
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17. Email marketing and E-CRM- Mr. David Hughes
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18. Integrated digital marketing communications- Dr. Beverly Barker
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40 min
19. How search engine optimization works- Mr. Danny Meadows-Klue
Printable Handouts
Navigable Slide Index
- Introduction
- Talk aims
- Development of e-marketing
- The web creates a new marketing paradigm
- Key concepts of the new paradigm
- Definition of e-marketing
- Influence of changing technology
- Importance of developing an e-marketing strategy
- Developing e-marketing initiatives
- Implications of trading in digital environments
- The potential of digital environments
- Levels of adoption of digital technologies
- Management focus and challenges
- Profile of the target market: consumers
- Profile of the target market: organizations
- Target market level of adoption
- Variables influencing experiences and adoption
- Online market growth rates
- Year on year sales for each component
- Online sales as a percentage of total retail sales
- Planning an e-marketing strategy
- Key influences on e-marketing strategy
- E-marketing - strategic hierarchy
- Developing and planning an e-marketing strategy
- Creating differential advantage: product
- Digital products - itunes example
- Creating differential advantage: price
- Price transparency - moneysupermarket.com
- Creating differential advantage: place
- New channel to market - Tesco example
- Creating differential advantage: promotion
- Developing e-marketing communications campaign
- Developing online communications: tactics
- Online attention-grabbing message tactics
- Summary and conclusions
Topics Covered
- A well-planned e-marketing strategy can make the difference between being a winner or loser online
- How to identify the strategic potential and critical factors that affect what a company might achieve online
- Instructive framework that can help with the development of a coherent e-strategy and aid business planning
Talk Citation
Ellis-Chadwick, F. (2010, February 25). E-marketing strategy [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 4, 2025, from https://doi.org/10.69645/RLQL6426.Export Citation (RIS)
