BUSIP – AUTUMN 2005
Instructor: Fred Pursell, fredpursell@hotmail.com 650-906.0129 (mobile)
Learning Objectives:
Explore how the Internet is being used to build brands and customer relationships
Examine online promotional strategies and tactics, what’s working and why
Evaluate ways to integrate Internet marketing with traditional marketing vehicles
Activities/Assignments
Each student is responsible for completing a case study that will be assigned in advance of the Marketing on the Internet class and the individual assignments listed below for each class.
Tuesday: Web-based Framework for Marketing Automation
Incorporating electronic resources in hybrid and multi-channel marketing systems
Web site information architecture, navigation structure, task workflow, and the 3C’s
Online purchasing process automation, value-added content, and virtual sales tools
Revisiting the 4 P’s of marketing, trends and lessons in B2C andB2B e-commerce.
Assignment: Read the “Amazon Going Global Success Story,” and spend 30 minutes on amazon.com. As you browse the Amazon site, think about the company’s marketing objectives, and prepare brief answers to the following questions that we will discuss during class:
How is Amazon using technology to innovate and deliver new value to consumers?
What can you conclude about Amazon’s target audience and market segmentation?
Which sales processes are automated through online information, resources, and tools?
Wednesday: Integrating Web Usability Design Principles with Online Marketing
User-centered design, user control, and the promise of the internet
Best practices for Web usability design and online marketing
Permission marketing, Web metrics (analytics), and online privacy
Fundamentals of Web site globalization and localization
Assignment: Use the “Search Inside” feature on Amazon to read pages 23-28 of Seth Godin’s book Permission Marketing: Turning Strangers into Friends and Friends into Customers (go to book section of the site, search on Permission Marketing, and use “Search Inside” to advance to Chapter One on page 23). Also spend 30 minutes exploring useit.com, the site of Web usability design guru Dr. Jakob Nielsen. As you review the book excerpt and Useit.com site, think about the relationship between marketing and usability, and prepare brief answers to the following questions that we’ll discuss in class:
What is permission marketing, and what is new about this concept?
How does usability design help companies to execute permission marketing strategies?
What examples of usability design and permission marketing do you see on Amazon?
Thursday: Tactical Marketing Programs to Generate Demand and Drive Online Sales
Online advertising techniques; banner ads, pop-ups, animation, rich media and trends
E-marketing campaigns, e-mail, e-newsletters, Webcasts, communities, search engines
E-partnering programs: strategies and tactics for leveraging online business partners
Integrating online promotional techniques with traditional marketing activities
Assignment: Read the “Sony Going Global Success Story” and spend 30 minutes on sony.com. As you browse the Sony site, think about the company’s marketing objectives, and prepare brief answers to the following questions that we’ll discuss in class:
How is Sony using technology to innovate and deliver new value to consumers over the Internet?
What can you conclude about Sony’s target audience and market segmentation?
Which sales processes are automated through online information, resources and tools?
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