Marketing Techniques for Electronic Commerce

Catalog description

Explores methods to implement/adapt marketing methods to the Internet; builds upon introductory marketing classes to examine what does/doesn't work. MKTG 302 Marketing Techniques for Electronic Commerce (3) This course examines the role of commerce and marketing with special focus on Internet commerce topics including: the commerce value chain, business strategies and business strategies for the global marketplace. Several Internet business models are examined. These include: business-to-business (B2B); business-to-consumer (B2C); consumer-to-consumer (C2C); and government-to-consumer (G2C); and other permutations of these models. Marketing fundamentals include market segmentation and product life cycle, and similar topics are reviewed with the emphasis on Internet implementation. Specific methods for conducting market research using the Internet as well as methods to determine who is the 'average' Internet user are examined. Advertising methods for the Internet vs. the traditional advertising mediums of TV, radio, and print, and methods to measure advertising success on the Internet are discussed. The Internet removes existing roadblocks and adds new roadblocks for businesses, thus requiring different pricing strategies. Distribution channels and methods of supply--chain management are studied. How marketers utilize e-mail, site commissions, cookies, filters, and databases is examined. Security, privacy, and ethical issues, e.g., consumers' rights to privacy and sale of consumer information, are reviewed. Finally, a market plan to migrate business functions to the Internet is developed.