BUSN 257 - Internet Marketing

1. Illustrate the Internet as a tool for mass customization.
2. Choose appropriate Internet business models for marketing communication and revenue generation.
3. Apply marketing concepts (i.e., adopter categories, product life cycle, market segmentation, and decision making process) to Internet marketing.
4. Discuss the use of the Internet for primary and secondary marketing research.
5. Judge Internet product strategies including differentiation, branding, and positioning.
6. Distinguish the factors putting downward pressure on Internet pricing and general pricing strategies for Internet marketing.
7. Explain how the Internet has both shortened and lengthened distribution channels and changed channel leadership and power.
8. Compare the advantages and disadvantages of electronic retailing.
9. Propose Internet implications for sales promotion, advertising, personal selling, public relations, customer service, and relationship marketing.
10. Evaluate website effectiveness, plan a web site, and measure audiences.
11. Discuss ethical, legal, and security issues for Internet marketing.
12. Describe marketing environmental factors for Internet marketing.
13. Examine the importance of tracking Internet user behavior.

• Customer characteristics and behavior
• Market segmentation using the Internet
• Different business models for marketing communication and revenue generation
• The Internet as a primary and secondary research tool
• Marketing plan for the Internet
• Strategies for differentiation, branding, and positioning
• Internet pricing strategies
• Distribution and the Internet
• Customer relationship management
• Sales promotion, advertising, personal selling, public relations, and customer service on the
• Internet
• Legal and ethical issues of the Internet
• Plan a web site

 
Course Addendum - Syllabus (Click to expand)