The information infrastructure, still in the early stages of its development, is already transforming our world. Over the next decade, advances in technology will affect a growing number of aspects of our daily lives. The course Marketing in Cyberspace provides an introduction to the underlying principles of eBusiness and is designed to help participants understand how, in particular, Internet-based changes unfold. In terms of theoretical frameworks, the course takes a relationship-marketing approach to studying marketing within the digital economy. Central topics include the evolution of digital marketing, technology-based service processes, distribution and pricing strategies of information goods, virtual value creation and communication within the virtual marketspace.

The course is divided into four modules: lectures, workshop discussions, course assignments and WebCT discussions. The first part of the course provides an introduction to the evolution of Internet marketing and virtual value creation. Thereafter the focus shifts to services and mobile marketing, and to such issues as customisation, advertising and promotion, virtual communities and communication. The lecture presentations will be supported by a following series of workshop discussions and analyses of a number of cases. Some of the workshops will be conducted online using the e-learning platform, WebCT. Detailed instructions for each of the workshops and workshop assignments will be available at the beginning of the course

Please direct any questions concerning especially the content of this course to the coordinator, Ms. Tiina Helenius at [email protected].