The main aim of this course is to ground students in the basics of marketing in the context of a computer-mediated environment. The Internet may play many important roles within a traditional marketing effort and it may also serve as the foundation of a firm s marketing effort. The Internet increasingly plays a key role in successful marketing programs but recent developments have shown that the Internet is not an easy ticket to success. Marketing professionals will increasingly need a good command of the marketing imperatives presented by the Internet.
Marketing is about anticipating and satisfying buyers needs.
One purpose of this course is to acquaint you with the special behavioural considerations for buyers that emerge when the Internet plays a role in the firm s marketing effort. The first part of the course emphasises customer and market analysis in a computer mediated setting, and the latter part of the course addresses the application of marketing principles in the computer-mediated setting. This is available in the library and, in fact, any edition of this book will do. Your major assignment will be a team project. The topic of the project will be a plan for integrating a firm's Internet activity into its overall marketing strategy.