95-732 Interactive Marketing

• 6 units
• Introductory Marketing and Economics coursework as well as Ecommerce Technology 95-729 is preferred.

The course will be centered on classroom discussions of readings of very current materials including the textbook, periodical literature, and material printed on the Web. There may be guest lecturers selected from the Internet marketing community. Short analysis papers and a term paper will be required throughout the course.

The short analysis papers will develop a critique, hypothesis, or position on subjects from assigned readings or on class discussion questions.

The term paper would cover subjects like:

• The impact of eCommerce on principles or concepts of classical marketing
• Analysis and/or criticism of particular electronic marketing techniques
• Proposals for electronic marketing campaigns for real or hypothetical products or services
• Proposals for applying technology to the improvement of particular marketing functions that we cover
• Feasibility and credibility analyses of case studies in the textbook, with examples, if any, from current practice

The emphasis is on insightful analysis of pertinent source materials and effective presentation of one's analyses and conclusions.