B8699-025: Marketing & the Internet
T - A Term, 05:45PM to 09:00PM
Instructor: Jeremy KaganDownload Syllabus
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Every marketing campaign and advertising plan in today's competitive brand environment has a digital element; indeed, with the migration of advertising budgets to digital channels, even traditional marketers need a working knowledge of digital media channels to integrate and manage their budgets and campaigns effectively. Marketing and the Internet is a comprehensive survey of both the existing channels and emerging opportunities in digital marketing, as well as the revenue models and frameworks to understand and measure marketing success.
Digital channels are a part of any marketing plan for traditional businesses, either in terms of customer service, brand advertising or other marketing. In addition, the Internet is now a place to “do business,” set up shop and handle transactions. There are new special roles the Internet is playing — for example, distribution channel for music, surrogate for the press (blogs), etc. Sorting through the myriad dimensions of marketing and the Internet is the mission of this exciting, never-before-offered course.
In this course, we'll examine:
- the internet advertising equation
- Search, Display, Site, and Email channels
- emerging channels in Social Media, User Generated Content, gaming and virtual worlds, and other areas
- business models on the internet and how they drive marketing
- and what the future may hold
Frameworks and case studies are supplemented by industry speakers from established and up and coming internet companies to provide a real world perspective to the theoretical frameworks developed in the class.