MKTG 342

INTERNET MARKETING

A. Catalog Entry

MKTG 342. Internet Marketing. (3)

Three hours lecture.

Prerequisite: MKTG 340 or approval of the instructor

The course contains a study of the theory and practice of marketing communication via the Internet. Students will have an opportunity to study the history of the Internet, current industry practices, and popular business Internet strategies. Emphasis will be placed on experiential learning, communicating with customers, and the latest technological aspects of direct communications via the world wide web.

B. Detailed Description of Content of Course

Working in a small to medium-sized business or non-profit organization requires knowledge of a broad range of skills including, but not limited to, direct response marketing. The course Internet Marketing addresses the marketing skills, knowledge bases, concepts, and processes relevant to entry-level business positions among both large and small to medium-sized organizations. Emphasis will be placed on the history of the Internet and WWW as well as the processes and strategies currently used in Internet marketing. Theories and applications from marketing, mass and interpersonal communications, buyer behavior, and personal selling will be discussed. Guest lecturers from local Internet businesses will be invited to share experiences. Experiential projects will require students to apply concepts and theories. Discussion topics include:

Marketing on the Internet

Background and History of the Internet

How the Internet Works

Connecting to and Using the Internet

Navigating the Internet

Security on the Internet

Applications of the Internet

Transfer of product information

Gathering Information

Product Distribution

Understanding Users of the Internet

Web Page Design

Promoting Web Sites

Web Measurement Standards

Privacy and the Rights of Consumer Data Ownership

Legal and Ethical Issues

International Dimensions

C. Detailed Description of Conduct of Course

The course will use up to two published guides plus many supplemental materials such as video tapes, experiential exercises, hands-on assignments, and numerous internet resources. Readings, assignments, and class discussions will provide foundational knowledge. Emphasis will be placed on learning through application. Assessment of student outcomes will focus primarily on ability to apply concepts and theories. Assessment of course content and delivery will include student feedback as well as evaluation by industry experts.

D. Goals and Objectives of the Course

Having successfully completed this course, students will be able to:

· Develop an internet marketing plan

· Understand the characteristics and needs of Internet users

· Develop, promote, evaluate, and manage a homepage on the world wide web

· Understand the interpersonal communication process

· Understand the latest technology used in WWW commerce and communicationsE. Assessment Measures

1.. Examinations. Students will take tests containing discussion/essay type questions.

2. Class Participation. Students will be required to prepare in advance for each day's topic of discussion.

3. Projects. Students will be required to complete at least one comprehensive Internet marketing plan involving at a minimum:

· A detailed analysis and description of the targeted market

·A comprehensive internet strategy for reaching the targeted market

· Developing and managing a homepage on the world wide web

F. Other Course Information

G. Approval and Subsequent Reviews

DATE ACTION APPROVED BY

September 20, 2001 Review Dr. Melvin R. Mattson, Chair Department Curriculum Committee