This course has no pre-requisites other than successful completion of the first year. Because Interactive Marketing finds application in both B2B and B2C arenas, the course can be a valuable complement to either Consumer Marketing or Business to Business Marketing. While Interactive Marketing and Marketing Research both address the collection and use of information about customers, marketing research information usually comes from a carefully selected sample of customers. In contrast, interactive marketers use and analyze data collected during their normal interactions with customers. The course will be managed using a course Web site rather than paper handouts.
Students have the option of downloading and printing materials.
The course makes heavy use of cases. Participation in class discussions will constitute a large portion of the course grade. Attendance will count toward class participation. With the ability to communicate with individual customers, the success of interactive marketing activities is measurable. This measurability means interactive marketing can and should be very quantitative and scientific.