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Marketing & the Internet

Summer 2009 MBA Course

B8699-025: Marketing & the Internet

T - A Term, 05:45PM to 09:00PM
Location: WJW 311

Instructor: Jeremy Kagan

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.