Internet Marketing

1
Internet Marketing

• What you have learned so far..

2
Assigned Readings

• Strauss and Frost
• Chapters 1-2, 4-6.
• Janal
• Chapters 1-2, 4-8, 10-24

3
Supplemental Readings

• Provided as links
• On course main pages
• Sent through email communication
• Beginning of class by student presentations
• Beginning of class by Instructor
• Issue analysis papers
• Personal readings

4
Class Assignments

• Web critique
• Web site construction
• Applied exercises in class
• Competitive analysis
• Operational studies
• Guest speaker, Email responses, obtaining free
  product, image assessment, pricing, couponing

5
Key Topics Issues

• Introduction to the internet
• How does the internet work
• Why do we care?
• What constraints does infrastructure cause?
• Defining internet marketing
• Integrated role of the 4 Ps with the internet
• Fundamental differences between traditional and
  internet marketing

6
Key Topics Issues

• Understanding the user
• Defining the user
• Why does the marketer care about access concerns?
• The role of diffusion of innovations and PLC
• How do intelligent agents help/hurt?
• Importance of navigational behavior/design

7
Key Topics Issues

• ECommerce Business Models
• How do they make money?
• How can each use a promotional tool mix?
• How do they compare to traditional models?
• Pricing Concerns
• How is online different than offline?
• How are they the same?
• What affects pricing?

8
Key Topics Issues

• Role of Marketing Research
• Primary vs. Secondary Data
• Understanding your visitor
• Tracking
• Personalization
• How can online research assist new product
  development?

9
Key Topics Issues

• Promotions
• Why use a promotion?
• What are the different types of promotions?
• How are online promotions different?
• What role does email have in promotions?
• How are promotions tied to objectives

10
Mid-Term

• Guidelines
• This exam is a closed notes, closed book exam.
  Ensure that there is sufficient space between you
  and your neighbor to ensure that he/she can not
  see your work.
• No baseball caps are to be worn during the exam.
  
• Once the exam begins, you are not to leave the
  room until you are finished. Once you leave the
  room you will not be allowed to reenter to
  continue the exam. No excuses.
• Academic dishonesty will not be tolerated and
  will be dealt with as per the student handbook.
  Do not discuss the contents of the exam with
  other individuals. 

11
Mid-Term

• Guidelines
• The time limit for the exam is 1 hour and 15
  minutes. If you arrived late, that is not a
  reason to allow extra time.
• Sign your name to your Exam Booklet and Exam
  Sheet. All materials are to be turned in at the
  conclusion of the exam.
• Exams will be graded and grades posted
  approximately ten days after the exam. If you
  want to review your exam please come by during
  office hours or schedule a time that is
  convenient for you.
• For all essay questions, write clearly. Though
  you will not be penalized for spelling or
  grammatical structure, illegible writing and
  incoherent thoughts will lower your grade.

12
Mid-Term

• Structure
• Following Instructions
• 1 Point
• Multiple Choice
• 13 questions _at_ 3 points each 39 Points
• Essays
• Section 1 4 Essays-choose 2 _at_ 15 30 Points
• Section 2 6 Essays-choose 3 _at_ 10 30 Points