Below
are some of the topics to be covered in "Internet Marketing".
However,
as this is a volatile field of study, the topics will be updated
and modified
on a
regular basis. Links will also be added regularly.
Topic #1 - Demonstrate acceptable use procedures for the Internet in
Chesapeake Public Schools.
How filters work, and why we have them
Rules/guidelines for Chesapeake Public Schools' on-line procedures
Improper or abusive usage
Establishing your HHS account; logging on and off
Histories and bookmarks
Remaining anonymous on-line
Copyright and intellectual property fundamentals
Topic #2 - Examine fundamental marketing concepts.
What is marketing?
The marketing concept
The marketing mix
How the Internet is altering the marketing mix
The Internet as a marketing medium
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Topic #3 - Identify major functions of the Internet and the World
Wide Web.
Networks and the Internet
History of the Internet
Up
to date timeline
Role of graphical browsers
Internet evolution
Services available on the Internet
Terminology
Topic #4 - Successfully utilize
Netscape Navigator.
- Navigator's
Components
- Bookmarks
- Creating,
organizing, and mobilizing.
- Histories
- Printing
and
saving
What's
in a name?
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Topic #5 - Identify tactics for successful searches on the
Internet.
The "Big 7" search engines/directories/agents
Alta Vista
Lycos
Excite
Yahoo!
Infoseek
HotBot
MetaCrawler
and a few 'up and comers'...
Snap
Dogpile
Sleuth
Highway 61
Google
Search engines vs. directory searches
Search engine strategies and tactics
Directory strategies and tactics
Meta-search engines (search agents)
Meta-search strategies
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Topic #6 - Develop an on-line self-marketing plan using the
Internet
as an employment tool.
Traditional employment methods and strategies
Role of the Internet in seeking employment
Advantages of "Cybersearching"
"Netiquette"
Paper vs. digital methods
On-line resumes -- How do you build one, and how are they
different?
On-line job searches (see the hotlinks page for a listing of some
of the most active job banks and other on-line job search
sources).
Applying for the job on-line
On-line follow-ups
When is digital communication appropriate for job searches?
What are the risks? Privacy concerns?
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Topic #7 - (to be developed simultaneously with topics 8 - 10)
Construct a customized and effective business web page.
Components of Netscape Composer
Text formatting
Inserting and sizing graphics
Fundamental design guidelines
Backgrounds, borders, etc.
Downloading images
Internal and external links
Copyright/intellectual property infractions
Editing, testing, and saving your pages
Naming pages in relation to the domain name
Home pages--What works?
Front Door/Gateway
Nintendo
HHS IM Homepage
The Wytestone Company
Chesapeake Public Schools
Banner and Menu (site map)
Kelloggs
Club Med
Webopedia
Runner and Main page (frames)
Marketing Educators Central
Funky Beat
EZ Net
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Topic #8 - Utilize on-line tools to enhance your web site's
efficiency and effectiveness.
Submitting your web site to search engines
Pre-formatted search engine tools
Register it!
Submit it!
Strategies to enhance your search engine rankings
On-line web site performance tools
Web Site Garage
Topic #9 - Identify the fundamentals of e-commerce.
Who is out there?
How many users?
Growing at an unprecedented rate
Nearly impossible to pinpoint number of users because there
are too many variables
Demographics? More of a "gray area" all the time.
Usage patterns?
Highest usage on weekdays (heavy business use)
Highest usage from 12 to 4 pm (2nd - 6:30 to 8:30 p.m.)
The two times that either east coast and west coast business
times overlap, and when west coast business overlap with
prime time evening usage on the east coast.
Highest usage on Thursdays
Average weekly use? 4 hours
24% are heavy users (10+ hours week)
WHY do people use the Internet?
Hedonic users - consume websites the way people consume
movies, concerts, etc. Very visual.
claus.com
Utilitarian users - rational, logical, have a purpose in mind.
Drawn to well organized sites without frivolous content
encyclopedia.com
Some e-commerce sites attempt to capture an audience
regardless of what type of user has arrived - Amazon.com
The Internet as a content provider
The mother of all mistakes online is creating a Web site
focused on anything other than a good customer experience.
Does your site have content? Ask yourself, "Why would
anybody visit my site a second time?
PilotOnline
Jelly Belly
Hewlett Packard
Some even generate their own content!
Lucky Surf
Websites should be built to provide one of these functions
*e-commerce
CDNow
*support to a physical entity
Dole
*combination of the two
Adidas
*provide an on-line function, such as
- service - Dial Pad.com <
- content or information - WebMD.com
- entertainment - coffeebreak.com <
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Many websites do not actually sell their product or service on the
Internet, but their presence is still critical. In addition to
being
a
promotional medium, it provides the consumer a chance to gather
more information in preparation for a purchase. The Internet
is
shifting buying power from producer to consumer.
Adding VALUE to your site is critical! Make your site fun!
Betty Crocker
Barbie
Design your site around something that your customers care about
Ben and Jerry's
Claritin
Conduct business transactions
Oriental Trading Company
Fatbrain
Provide your customer something for free
Godiva Chocolates
MyPoints
Net Zero
Involve your customers
Land's End
Crayon
Clinique
Cyber Camera
Make your site TRULY interactive
Paytrust
Priceline
EBay
Offer customized products and services
MusicMaker
Mammoth Golf
What is a stakeholder, and who are they?
Common mistakes made by businesses on the Internet
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Topic #10 - Determine how businesses use the Internet as a tool.
The 'gift economy', and the role it plays in e-commerce
Gift economy = Giving something of value for free.
Home Depot
JEOPARDY!
Blue Mountain
Should your product be sold on the Internet?
Well should it?
The importance of one-on-one marketing on-line
Payment options for buying /selling products
On-line pricing
Security and privacy--is buying/selling on-line really safe?
Business authentication
Gathering primary and secondary data
Topic #11 - Identify effective Internet marketing strategies.
Effective web content
Attracting customers to your site
Keeping them there, and getting them to return
Look at some of the award winning sites at tenagra.com.
Select one of their top ten sites. What makes these sites so
good? Do you agree? Is there ...
Effective content?
A reason to visit?
A reason to stay?
A reason to return?
Taking advantage of the WWW's interactive nature
Integrating traditional and Internet advertising and promotion
Cost and measurement in advertising on the Internet
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E-mail: [email protected]
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