Course Catalog and Schedule



Internet Marketing (MKTG-913-0)
1.00 Credit
TCE BidStats

Description:

This course counts toward the following majors: Entrepreneurship & Innovation, Marketing, Marketing Management, Technology Industry Management, Media Management

This course examines how interactive technologies reshape industries, the structure of companies and the nature of demand. We discuss the implications for business in general and for marketing specifically. Following a discussion on e-business strategies and online consumer behavior, we focus on the e-enabled marketing mix: How should companies integrate new ways to connect to suppliers, partners, employees and customers in their existing strategies? Can a company's product strategy be enhanced (faster, cheaper, better) through e-business? What are new channel strategy alternatives, and do they necessarily lead to conflict with existing channels? Should prices always be lower online? Can online channels be used to "up-sell" and thus increase profitability? And what are current and future opportunities of e-enabled communication strategies (advertising, promotions, personal selling, and public relations)?

Prerequisites:
None

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