MKT3415



Internet Strategy And Marketing

This course is designed to wire the students to the digital economy and provides students with Web tools and e-marketing knowledge to compete effectively in the e-business world. Emphasis will be placed on tapping the enormous potential of the Internet as a new marketing medium and exploring the unique characteristics of computer-mediated marketing environments that distinguish them in significant ways from traditional, terrestrial markets of opportunity. Course content includes detailed assessment of issues related to: information economy, e-marketing research, shopping bots and consumer behavior, permission marketing and viral marketing, Internet shopping and e-tailing models, auctions and affiliate marketing, Net community and CRM (customer relationship management), clickstream analysis and online personalisation, and public policy and e-business ethics.

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