AUSTIN COMMUNITY COLLEGE CONTINUING EDUCATION. Marketing on The World Wide Web. (18 hours) ITNW 6023 COURSE SYLLABUS

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1 (18 hours) Course Description: This course provides a detailed look at both advertising and marketing on the World Wide Web. Whether you are unfamiliar with this topic, considering implementing your own business website, or looking to change careers, this course is an excellent choice to help get you started. Emphasis on integrating these technologies and related strategies into an overall marketing plan. Objectives: Every student will be able to: Use WWW for Marketing Choose and use the driving technology of the WWW and access choices available to Marketers Explain IMC (Integrated Marketing Communication) and its growing importance in WWW Marketing Find the best resources for World Wide Web Marketing located in Cyberspace Rationale: The World Wide Web has become a major media for the dissemination of all types of business-related and personal information. The ability to market business and services on the Internet is becoming an important aspect of many employment skill sets. This hands-on approach to teaching provides students with the basic skills they need to understand the ever-changing world of the Internet. Required Material: None Type of Course: Short Course Page 1

2 Evaluation: Students will be evaluated on their competency in performing a variety of hands-on exercises created to insure the student has achieved all course objectives throughout the course, and class participation. In order to grant CEU credit for a course the students must be able to complete assessment exercises for each part of the course given by the instructor. The instructor will validate each participant s achievement of the course objectives by signing and awarding individual certificates of completion. Course Outline: Lesson One, Introduction to E-Marketing Describe the marketing planning process Define the marketing concept Explain the value proposition Describe the new rules for e-marketing Discuss the components of e-business Compare and contrast marketing and e-marketing Define Internet, Web, intranet, extranet, and corporate portal, portal, and hub Identify several e-marketing challenges and opportunities Discuss the characteristics of the Net s two generations Name and describe e-marketing models for each of the 4P strategies Lesson Two, Internet User Characteristics and Behavior Describe the diffusion process and adopter categories Tell why the Product Life Cycle is important to marketers List several market segmentation bases and variables Describe what customers want in the 21st century List five important customer markets Identify a number of digital tools customers use Describe important geographic markets for e-business Discuss barriers to adoption in emerging countries Page 2

3 Describe several important demographic segments Tell why attitude toward technology might be the most important e-commerce predictor Identify many important benefit and usage segments Lesson Three, Marketing Knowledge Differentiate secondary and primary data Define marketing information system (MIS) Describe several types of information needed in an environmental scan Identify the steps in a primary marketing research project List several online sources of publicly and privately generated secondary data important to marketing managers Explain several ways to check the quality of secondary data gathered online Understand marketing knowledge and its applications Tell how the Internet is used as a contact method for several primary research approaches Lesson Four, Product and Pricing Explain how the Internet can increase customer value Give examples of product attributes, branding, labeling, labeling, and customer service online Explain important criteria for Internet domain naming Understand many new trends affecting development of behind-the-scenes products Discuss the hottest areas for new products behind the scenes in e-commerce Discuss nine cells of a suggested Internet product taxonomy Tell how the power shift to buyers affects product development Discuss whether or not the Net is an efficient market Understand the factors putting downward pressure on Internet pricing Page 3

4 Lesson Five, Distribution Describe the Internet s strengths in bringing buyers and sellers together Explain how the Internet has both shortened and lengthened distribution channels Discuss the advantages and disadvantages of electronic retailing from the retailer s perspective Tell how the Internet has added value to the consumer shopping experience Discuss the importance of shopping agents for Net retailers Explain the security risks for online shopping Understand how the Internet has changed the balance of power in distribution channels Lesson Six, E-Marketing Communication Differentiate brand and direct response advertising online Compare and contrast banners, sponsorships, and interstitials Define spam, viral marketing, and permission marketing Identify public relations stakeholders and common Net content directed to them Discuss the power of online sales promotions to capture user attention Differentiate among broadcast, narrowcast, and pointcast electronic media Identify the strengths and weaknesses of the Web as an advertising medium Identify several ways to measure the Web audience, giving the strengths of each Describe several metrics for evaluating among advertising vehicles Lesson Seven, Customer Relationship Management Marketing Review Tell how the Internet can build relationship with four major stakeholders Page 4

5 Differentiate and give examples of three levels of relationship building for Internet marketers Define CRM by explaining its processes Explain the benefits of CRM to consumers and firms Tell why effective CRM involves SCM integration Identify several metrics used to measure CRM Discriminate between incoming and outgoing for relationship building Discuss several small segment Internet CRM tools Describe several individual Internet CRM tools Describe how intranets, extranets, and are used to build relationship with stakeholders Lesson Eight, The E-Marketing Plan Marketing Review Tell how an e-marketing venture capital plan varies from a traditional marketing plan Describe several important environmental factors for e-marketing Identify many strategic opportunities for e-marketing List several objectives that are appropriate for e-marketing Explain four levels of commitment to e-business Tell how the Net can be used to lower marketing costs Discuss several important decisions in a Web site action plan Lesson Nine, Leveraging Technology Identify several basic HTML tags and explain how HTML works Describe four solutions to bandwidth problems Explain how search engines find and rank Web sites Explain how shopping agents work Tell how many characters move from the Net to a computer in 1 second with a 50Kbps modem Compare and contrast data delivery systems: DSL, cable modem, satellite, and wireless Page 5

6 Explain encryption and tell why it is a good option for e-commerce security Enumerate several education, legislation, and technology solutions to content filtering needs Define the following: proxy server, cache, cookie, log file Tell how banner ads are targeted to individual surfers Lesson Ten, Ethics and Law Compare and contrast ethics and law Discuss the implications of ethical codes Argue the benefits and disadvantages of industry self-regulation Identify three aspects of traditional privacy Describe how cookies, Java applets, and intelligent agents affect privacy Compare and contrast copyright, patent, and trademark Identify important copyright issues Explain the importance of cybersquatting, domain names, metatags and keywords as they relate to trademark law Tell whether software is protected under law Explain what is covered under data ownership law Give both sides of the argument for spam Explain jurisdiction and tell why it is important for international issues Student Assessment Checklist: At the completion of the course each student will be able to: 1. Use WWW for Marketing 2. Choose and use the driving technology of the WWW and access choices available to Marketers 3. Explain IMC (Integrated Marketing Communication) and its growing importance in WWW Marketing 4. Find the best resources for World Wide Web Marketing located in Cyberspace Page 6