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Section 21 - CRN: 10498 - Saturday afternoon 1
- 5:45, Oct 21 and Dec 15, and the seven Thursdays between (except Thanksgiving)
from 6:00 - 10:00
Number of Credits 3
Instructors Douglas Anderson
Doug's Availability office, 85 Humboldt
Hours Tuesday, Thursday 5:30 - 6 PM; anytime at Doug@RicciStreet.net
This course will introduce the strategies marketers use online, both business-to-business and business-to-consumer. The course will emphasize market research, usability, branding, commerce, security, metrics, personalization, community building, and especially customer service. The course will also review the popular CRM (customer relationship management), SFA (sales force automation) and marketing automation systems. In addition to furthering their presentation skills, student teams will use their new media toolkits to prototype a virtual store on the World Wide Web.
After completing this course, you will be closer to the leading edge of marketing technology and better equipped to stay there if not get even closer. You will know more about:
how networks work, especially the Internet
how the Internet is changing marketing
how to use online marketing tools
To demonstrate this increased knowledge, you will:
set up and run a laptop-based online marketing communications center
use the Internet to responsibly and professionally communicate, present, research, and collaborate
After completing this course, ...
an integrated marketing strategy: theories, techniques, models and resources for ...
branding and partnering
advertising
and promoting
personalizing
and customizing
making webs
accessible
serving
customers and building community
business models: business-to-consumer, business-to-business,
consumer-to-consumer, peer-to-peer
market
research: metrics, demographics, and competitors; implications for strategy
virtual
storefronts: catalogs, shopping carts, and payment systems
software
solutions: CRM, SFA, ERP
hypertext
design: digital documents, information spaces, and knowledge management
email and
webs: etiquette, styles, and abuses
open
marketing: the effects of new media on marketing processes and
organizational structures
policies:
security, privacy, liability, ownership, taxation, accessibility (esp.
international)
the user-centered digital development process
the digital
development toolkit
software
learning styles
common software tools and utilities to design, assemble, and run a
laptop-based marketing communications center and World Wide Web site
the Web for research into market building and customer service
popular software tools to make three essential business media:
presentations, web sites, and images
... this course will better prepare you to qualify for jobs such as this one for a Web Marketing Manager.
In order to lead in business organizations, you must be able to do many things other than write well, speak well, and charm the boss. These five also apply to meeting the course objectives as well as the job description above.
It's called a PC or Personal Computer partly because you can personalize it. How you manage your files on the computer is probably as personal and inscrutable to others as how you manage them in your physical office.
There's so much information and computer programs are so bloated with features. You have to be able to learn on your own and just keep clicking.
You'll never have only and exactly the information you need. You'll never have enough time. You'll rarely find that one path to the future is clearly correct and all the others are wrong. You will have wicked problems and you will have to make compromises that are guaranteed not to please everyone.
Transcend your and your organization's concrete situation into an intelligent awareness of broader, often abstract, contexts. A good test would be the ease with which you can draw valid inferences from articles in the news. For example, do you understand why the Department of Justice is so upset with Microsoft for bundling the Internet Explorer browser? Do you understand how the DOJ's pursuit of Microsoft affects your ability to send email to your boss? Your big thinking helps me distinguish an A project from an A- or B project. In organizations, it helps the boss distinguish who gets promoted.
Your ongoing evaluation of your progress as a business communicator is the most useful tool for your improvement.
Did I emphasize that enough? Let me try again. Careful and effective writers are, at times, very self-conscious. I highly recommend that starting now you write about your work in some form of journal or file. After you have done everything else for the course, answer three questions:
You must email this self-assessment to me. It's your way of telling me that you have finished the course. When I have the self-assessment, I will turn in your course grade based on everything you did before that date.
Any student with a disability who believes he/she needs accommodation(s) in order to complete this course should contact the Office of Disability Services as soon as possible. The staff in the Office of Disability Services will determine what accommodations are appropriate and reasonable under the Americans with Disabilities Act. The Office of Disability Services is located in the Main Building, room 021 and can be reached by phone at (716) 884-3281, extension 280.
Grades on your papers will reflect standard English usage. The Modern Language Association's (MLA) bibliographic style is generally used at Medaille.
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