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Direct Response and Internet Marketing (MKT 425) Instructor: Seshadri Tirunillai ([email protected] ) Course Description In the recent years, companies have been shifting their marketing efforts to online avenues such as search engine marketing, online advertising and direct marketing using email or social media. It is important for marketers to understand these techniques and to utilize appropriate tools in designing marketing strategies. This course is designed to provide insights into some of the direct and interactive marketing techniques. It will also equip you with some of the tools necessary for analyzing and developing marketing plans. At the end of the course, it is expected that you will be able to: 1. Understand concepts of direct and interactive (online) marketing 2. Develop an ability to understand internet strategies of companies. 3. Familiarize with the technology as well as the business implications of various online marketing techniques 4. Develop analytical abilities to untangle issues related to online marketing through cases, computer exercises and assignments 5. Think independently on issues pertaining to online marketing Understanding the underlying technologies is important to appreciate the marketing implications. To this end, you will get acquainted with technical concepts to the level that is required to gain insights into the business applications. This means that we would be covering some of the technology related topics – e.g. the basics of Internet technologies (e.g. how network works and its economics), understanding elements of human-computer interface (e.g. browser technologies such as HTML, scripts, cookies, applications on mobile platforms). We would be using this knowledge to enhance the understanding of a broad array of marketing strategies. Some of the topics intended to be covered are:search advertising (e.g. Google, Yahoo), syndicated display advertising (e.g. banner ads, Flash ads), email marketing, affiliate marketing, social media (e.g. using social networking to improve customer relationship) and if time permits topics in emerging technologies (e.g. mobile marketing). (Details below) Note: If you need more information direct all questions to [email protected] Course Evaluation: Suggested prerequisite would be any fundamental marketing course (e.g. BUAD 307 or equivalent). Though no prior technical background is required, a genuine enthusiasm to understand the working of online techniques is recommended (and would make the course more enjoyable!). The final grade for this course is based on multiple evaluation components. The main components are quizzes and small assignments (that run through the semester) and a final exam. The assignments will encompass case studies, in-class work outs and write-ups on specific topics chosen by you. There will also be a final project that is to be submitted at the end of the semester based on your interest. Tentative Topics (not in any particular order): 1 2 Introduction to Internet Marketing Techniques Overview of Internet technologies 3 Economics of Network and Information 4 Review of Marketing Concepts 5 6 Online Advertising Multi Channel Issues & Retailing 7 Customer Relationship Management and Direct Marketing 8 9 Internet technologies for marketing – <HTML, scripts, cookies, Web Browsers etc> Internet technologies for marketing - <Search Technologies> 10 Search Engine Marketing 11 Paid Search Advertising 12 13 Web Analytics Social Media and User-Generated Content 14 Mobile Marketing Note: These topics are tentative and might change depending on various other factors such as availability of time, technology support, scheduling requirements and student enthusiasm!