Internet Marketing

강좌소개

본 강의의 목적은 인터넷 마케팅 툴로 구성된 디지털 미디어의 복합성과 기술을 이해하는 데 있으며 , 인터넷 마케팅이 지속적이고 빠르게 발전하는 기술의 집합체로서 e-비즈니스 운영에 어떻게 영향을 끼치는지 배우게 될 것입니다.

홍보영상/예시강의

강좌계획

강의계획서
주차	주차명(주제)	차시명	과제
1	Introduction to E-Marketing /Convergence	Introduction to the Course	토론
		Distinguish between e-business and e-marketing
		Explain how increasing buyer control and technological trends are changing the marketing Landscape
2	Strategic Internet Marketing	Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy	과제
		Identify the main e-business models at the activity, business process, enterprise levels
		E-business Models Classification with samples
3	The Internet Marketing Plan	Discuss the nature and Importance of an e-marketing plan and outline its seven steps	퀴즈
		Describe the tasks that marketers complete in tiers 1 and 2 as they create e-marketing strategies
		List some key revenues and costs identified during the budgeting step of the e-marketing planning process
4	Global Markets	Define emerging economies and explain the vital role of information technology in economic development
4	Global Markets	Outline how e-marketers apply market similarity and analyze online purchase and payment behaviors in planning market entry opportunities
5	Internet Marketing Research	Identify the three main sources of data that e-marketers use to address research problems	퀴즈
5	Internet Marketing Research	Explain why the internet is used as a contact method for primary research and describe the main internet-based approaches to primary research
6	Consumer Behavior Online	Describe the internet exchange process and the technological, social/cultural, and legal context in which consumers participate in this process
6	Consumer Behavior Online	Highlight the five main categories of outcomes that consumers seek from online exchanges
7	E-marketing and Ethics	Describe the internet exchange process and the technological, social/cultural, and legal context in which consumers participate in this processEthical Issues in E- marketing	퀴즈
8	Mid-term Exam		토론
9	STP Strategies	Framework of STP and Explain why and how e-marketers use market segmentation to reach online customers	퀴즈
		Outline several types of internet usage segments and their characteristics
		Define differentiation and positioning and give examples of online compa nies using them
10	Product: The Online Offer	Define product and describe how it contributes to customer value
10	Product: The Online Offer	Discuss how attributes, branding, support services, and labeling apply to online products
11	Price: The Online Value	Identify the main fixed and dynamic pricing strategies used for selling online
11	Price: The Online Value	Describe several types of online payment systems and their benefits to online retailers
12	The Internet for Distribution	Explain how the internet is affecting distribution channel length	퀴즈
12	The Internet for Distribution	Outline the major models used by online channel members
13	Internet Marketing Communication Tools	List the five traditional marketing communication tools and distinguish between traditional media and social media
		Identify several emerging IMC tools
		Describe the most effective online IMC tactics
14	Engaging Customers with Social Media	Define social media and identify several social media tools
14	Engaging Customers with Social Media	Identify several social media tools and which are the most effective for various goals
15	Final Exam

강좌운영진 소개

교수자

대표교수 : Awan Mahmood 교수: 현) 우송대학교 솔브릿지경영학부 부교수; 최종학력) Northcentral University 경영학 박사

강좌지원팀

학습지원 : Che Ruina: 우송대학교 일반대학원 솔브릿지국제경영학과 석사과정; E-mail: Cruina171@student.solbridge.ac.kr

강좌 수강 정보

이수/평가정보

중간고사 : 15%, 기말고사: 15%, 과제물: 20%, 퀴즈 : 50%
총점 60점 이상 이수증 발급

강좌 수준 및 선수요건

마케팅원론 또는 기초 마케팅 과정

교재 및 참고문헌

E-marketing, International Edition: Edition 7
Judy Straus & Raymond Frost, 2014. Pearson: New York

WSUK: CK_WSU_002K Internet Marketing