DEPARTMENT OF MANAGEMENT AND MARKETING MKT 675: MARKETING APPLICATIONS IN eBUSINESS                            Syllabus    Schedule   Library

Marketing on the WWW

RATIONALE

Increasingly, the Internet, and more specifically the World Wide Web, is becoming an important marketing tool. Companies develop Web sites to promote their corporate image, support other elements of the communication strategy, provide product information or sell directly to customers. As a result, marketing professionals must develop skills not only in developing Web sites, but also in assessing their effectiveness. This exercise provides an overview of various approaches to marketing on the Web and the resources available to support this effort.

OBJECTIVES

At the conclusion of this exercise, you will be able to;

1. discuss the benefits and challenges of marketing on the Web
2. describe the major types of commercial Web sites and objectives of each,
3. describe the demographic characteristics of Internet users, and
4. locate and use electronic commerce Web resources.

READINGS

Using your WWW browser, locate and read the following article. Prepare notes for the assignment below.

Hoffman, Novak and Chatterjee (JCMC: 1995), Commercial Scenarios for the Web: Opportunities and Challenges

Visit three of the following sites which contain information on Web marketing and eCommerce site design.   Prepare notes for the written assignment below and class discussion.

ACTIVITIES

Working with your team, post a message to the appropriate Forum in the course Discussion Boards in  which you answer the following questions.

1. What are the major types of Web marketing sites?  What are the objectives of each type of site?
2. What are the major demographic characteristics of Internet users?
3. Describe the online resource you deem most valuable to an Internet marketing firm.
4. Explain the value of one of the linked sources for eBusiness site design.

Last updated 05 January, 2001 . İFred Miller, 2001
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