Week
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Topics and Text Readings (Additional required readings will be identified with links in the class folder)
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Jan 11 -13
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Chap. 1: Introduction to the course.
History of the Internet, the Web, and growth of e-commerce.
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Jan 18 - 20
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Chap. 2: The Internet Value Chain
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Jan. 25 - 27
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Chap. 3: Business Models and Strategies
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Feb 1 - 3
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Chap. 4: Direct Response and Database Foundations of Internet Marketing
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Feb 8 - 10
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Chap. 5: Understanding the Internet Consumer
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Feb 15 - 17
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Chap. 6 & 7: Customer Acquisition; email, social networking, and viral marketing
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Feb 22 - 24
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Consumer Acquisition continued
Exam 1
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Mar 15 - 17
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Chap. 8: Customer Relationship Management
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Mar 22 - 24
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Chap 9: Customer Service and Support
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Mar 29 - 31
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Chap. 10: Developing and Maintaining Effective Web Sites
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Apr. 5 - 7
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Chap. 11: Measuring and Evaluating Effectiveness
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Apr 12 - 14
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Chap. 12: Privacy
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Apr 19 - 21
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Privacy continued
Class presentations
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Apr 26 - 28
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Class presentations
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Exam 2 during the scheduled period in final exam week
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