This page has not been updated since 2006. More current work is at Digital Marketing.

The following is a complete set of text I used to teach: Information Technology Applications in Marketing, Spring 2006. Here is the class blog. I will continue to update the following text as I continue to teach this material. All texts are linked, where appropriate, to Hacker, Hits and Chats, an online dictionary.

The texts could not have been written without access to the following resources: Google; Wikipedia; and Bloglines from which I used the following blogs to keep upto date throughout the course: ClickZ; Dana VanDen Heuvel; Diva Marketing; Inside Adwords; John Batelle's Search Blog; Modern Marketing; Naked Conversations; Scobleizer; and Slashdot.

Guest speakers to class, and others, whose insights have influenced the text include: Dan Baxter DealCatcher; Dave Brown perfiliate.com; Richard Gordon University of Delaware; Mark Hughes BuzzMarketing; Lou Honick HostMySite; Jason Howard StudyLink; Eliza James Fembat.com; Travis Katz MySpace; Graham Richmond ClearAdmit; Gary Spangler DuPont; and Dave Williams 360i

Internet Marketing Text

Chapters 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13

1. Background and History
   1. Evolution of the Internet
   2. Evolution of the Marketing Concept
   3. Evolution of the Communications Model
   4. Media Convergence / Integration ?
   5. Evolution of Web Design
   6. Evolution of Search
   7. Evolution of Advertising on the Web
   8. Evolution from 1.0 to 2.0

2. How the Web Works: Technology
   1. Oversight
   2. Structural Issues
   3. Domain Name System
   4. IP Addresses
   5. Cookie File
   6. CSS and its relationship to HTML
   7. XML's role
   8. Server-side scripting languages
   9. Client-side scripting
   10. Caching
   11. Firewalls
   12. Mediated Environment
   13. Cost of Publishing
   14. Author Control
   15. Growth

3. Consumers Online
   1. Who?
   2. What for?
   3. How are people accessing the web?
   4. What has driven changes in behaviour?

4. Organizations Online
   1. Business to Business
   2. Internet-enabler Businesses
   3. Advertising / Marketing
   4. Software
   5. Automotive
   6. Trade
   7. Entertainment
   8. Banking
   9. Stockbrokers
   10. Retail
   11. Travel
   12. Healthcare
   13. Porn
   14. Government
   15. Idealogies

5. Law, Privacy and Security
   1. Global
   2. Jurisdiction
   3. Content Filtering
   4. Two Industries
   5. Fraud
   6. Intellectual Property
   7. Privacy
   8. Security

6. Marketing Research
   1. Search
   2. Secondary Resources
   3. Survey Tools Online
   4. Listening to the Conversation
   5. Customer Feedback Sites

7. Personalization
   1. Database Marketing
   2. Web Analytics
   3. Cookies

8. Digital Economics and Stretegy Issues
   1. Reach, Richness and Flexibility
   2. The Long Tail
   3. Cost Structure
   4. Installed Base
   5. Network Effects
   6. Standards
   7. Open Source

9. Product 1
   1. Tangible; Digital; Services
   2. Web-based Products
   3. Products enhanced by the Web
   4. Brand
   5. Customer Service and Product Support
   6. Mass Customization

10. Product 2
    1. New Product Development Process
    2. Diffusion Process
    3. Product Life Cycle

11. Price
    1. Price ... What is it?
    2. The early internet days
    3. Price Transparency
    4. Price point of "free"
    5. Price Opaqueness: Discrimination
    6. Dynamic Price: Auctions
    7. Shipping and Handling
    8. Online versus Offline Pricing
    9. Product and Price Bundling
    10. Online Payment Systems
    11. Micropayments
    12. Online Payments for Offline Services

12. Place
    1. Channel Management
    2. Outsourcing and Offshoring
    3. Online Retailing
    4. The Promise of B2B Exchanges
    5. New Emerging Technologies
    6. Digital Distribution

13. Promotion

    Online Advertising Issues and Trends

    1. Definition
    2. Web Advertising: Unique Characteristics
    3. Marketers and Media Vehicles
    4. Types of Web Advertisements
    5. Web Advertising: A conflict
    6. Designing Web Advertisements
    7. Advertising Metrics
    8. Business Models for hosting
    9. Alternative Business Models
    10. Affiliate Advertising
    11. Search Engine Marketing
    12. Search Engine Optimization
    13. E-mail Advertising ... RSS
    14. Performance-based: Analytics

    Social Media

    1. Word of Mouth / Viral
    2. Open Source Marketing
    3. Blogging
    4. Wikis
    5. Podcasts
    6. Social Networking Sites

    Other elements of the Promotional Mix

    1. Sales Promotions
    2. Public Relations
    3. Personal Selling

    Broader Media Issues

    1. Media Fragmentation
    2. Media Integration
    3. TV Programming: Time Shifting and Search
    4. Mobile Media
    5. Classifieds to the Web