E-Marketing: Marketing Strategies for Future Success

Learn about the consequences that IT and the internet have for marketing and sales, about buying behaviour of consumers with a special focus on internet shopping and internet retailing. What will the future bring us?

Name of minor:

E-Marketing: Marketing Strategies for Future Success



Teaching language:


Offered by:

Rotterdam School of Management, Erasmus University (RSM), Department of Marketing Management

Other programmes which are contributing to the minor:

not applicable


See admissions matrix


Technology is increasingly accepted as a part of our society, as an infrastructure connecting people, companies and countries. More and more people choose to live independently and single; this brings fundamental changes into the community. Consumers want to be increasingly involved, to live and experience everything, making their own choices. But are organisations ready for that? The present crisis is a great opportunity for internet-related companies. How to succeed in beating the crisis? What do customers want? It is a time of disruption; what will change for companies, value change and customers? What will the future bring; opportunities and threats of disruption.

Learning objectives:

Upon completion of this course, students will be well-informed about the consequences that IT and the internet have for marketing and sales. Students will have in-depth knowledge of the buying behaviour of consumers and companies, as well as a good idea about appropriate business models. The course will provide knowledge of direct communication and direct marketing. In general, students will acquire a strategic view of developments in marketing, e-marketing and distance selling. There will be a special focus on the impact of on shopping and retailing, as well as developing successful strategies based on disruption

Specific characteristics:

Good knowledge of the English language is required, as well as knowledge of marketing theory. The course isbased on English literature and all classes are in English. Pro active learning by actual subjects and discussions in class require English understanding and verbal knowledge. Actual articles and developments will be discussed. Active participation in class is needed: discussions and breakout sessions. This course is part of a contextual learning process in which participation of students is required

This program is useful for students who wish to add to their knowledge of information management and marketing, as well as those who seek extended knowledge and the skills to use the latest academic views and publications to interpret the developments. What is going on in the internet world, how to be successful on internet and what do customers want and do. Practical presentations of successful internet companies and reach among shoppers are part of this (exciting and up-to-date) minor. Is the disruption a threat or an opportunity? Interpreting changes and strategic thinking are key assets. The classical marketing theory is analysed and the new marketing approach is discussed


Maximum number of students that can participate in the minor:

not applicable

Minimum number of students that can participate in the minor:




This interactive, inspirational Minor considers the influence of all these social, sociological and technological changes on organisations, marketing and relations. Through discussion and by performing research in small groups, students will explore current themes, together searching for the essence of the changes and the boundaries of the possibilities for the future. All classes are based on video input and actual developments and articles. Presentations of companies like Coolblue, Cap Gemini, GFK market research will add to the practical approach of this minor.

Course topics:

  • Database marketing, data mining and selection techniques
  • Campaign management, marketing communication and direct marketing
  • Internet, chat rooms, affiliates
  • Supply chain management, VMI, partnerships and ‘collaborations’
  • Changes in marketing, product development and marketing communication
  • Changes in relations between companies and opportunities for the future
  • How can you anticipate all these changes? How can you run a successful business?
  • Home shopping, possibilities, strategies and cultural differences
  • New business models, how to make money on the internet
  • Retailing, on-line buying, and new marketing models
  • The impact of internet and mobile on the buying process of customers
  • What impact will the internet have on marketing, strategies, communication and channels?
  • How can you be successful on internet, understanding the buyer
  • The future of shopping and shops
  • New business models and developments.
  • The impact of disruption

Study load:

The course comprises 15 ECTS = 420 hrs.

The study load is divided as follows:


Study Load (hours)

Literature study


Market survey






Preparation test


Internet research and paper


Teaching materials:

  • Molenaar, Cor, Why we prefer smartphones above cars (published may 2015)
  • And relevant articles

Contact hours:

There will be about 60 contact hours in class, as well as support by webcam (about 15 hours)


Traditional channels and Blackboard facilities will be used to communicate with students. A special Facebook account is a major source for interaction.
Also a weekly digiclass on request where extra support is given by means of internet, webcam and conference (e-learning) facilities. This is weekly support of one hour and at the end of the course twice a week.


Method of examination:

In-class contribution, assignment presentations, group research paper, personal analysis and research assignments on a weekly basis about actual topics.
The course will be completed with an assignment on a relevant subject. This paper should be about 30 pages and consists of: theory research, practical research (mostly interviewing a relevant company) and conclusions. This paper will be presented in front of an audience.
1.    The paper is marked and counts for 30% of the final grade

2.   Test on computer counts for 70% of the final grade

In class contribution will be taken into account as a bonus on top of the overall result

Contact information

Contact person:

Prof.dr. C.N.A. Molenaar
Room: T10-28

Faculty websites:

Personal page Cor Molenaar