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Apr 18, 2024
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MKT 248 - Strategic Decisions for Internet Marketing
Fall, Spring
Focus on the domestic and global marketing decision making issues of Internet
commerce. Based on text, article, and case history readings, students develop,
implement, and analyze Internet objectives and strategies for business-to-consumer
and business-to-business situations. Students will become knowledgeable on such
specific ecommerce marketing topics as Web site assessment, advertising objectives
and strategies, Internet business models, logistics, service quality, ethics,
social responsibility, consumer buying behavior, ecash, and privacy issues. The
trade press is regularly examined and emerging strategic issues are discussed.
Special attention paid to international issues of marketing on the Internet. In
addition, students develop, present, and evaluate their own Integrated Internet
Marketing Plan based on an original e-commerce concept.
Prerequisites & Notes
MKT 207. Open only to matriculated Zarb School of Business graduate students
and/or matriculated School of Education and Allied Human Services graduate students
where appropriate.
Credits: 3 s.h.
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