MARK 430
Advanced online marketing
This course starts from the premise that the technologies that comprise the Internet are impacting traditional marketing and business relationships in fundamental ways. We will critically examine the ways in which marketers can leverage new technology to achieve functional efficiencies and to devise powerful marketing strategies.
Topics covered will include: Internet marketing strategy; ethical and legal issues including customer information privacy issues and SPAM; search engine optimization; managing marketing knowledge and data mining; the creation of the online "customer experience"; managing customer relationships; the impact of the attributes of the Internet on the 4Ps of the marketing mix; using the web and email as platforms for communicating with customers; and devising an Internet marketing plan.
You can use this page to download lecture and lab notes, and other material related to the course. If you need to get in touch with me, please email me at weaverd@mala.bc.ca, call me at 740-6390 (leave message with Celia), or see me during my office hours.
