Baruch College, Internet Marketing and Global Business

MKT 9764 Internet Marketing and Global Business

This is a 3 hour; 3 credit graduate course taught at the Zicklin School of Business by Chris Gadomski, principal with SMIdirect, emphasizing strategies and tactics to build traffic, monetize traffic and create stickiness for websites in a global business environment.

This course focuses on understanding (1) how information technology has created a fertile ground for the emergence of commerce on the Internet, (2) what institutional parameters are required to form an efficient market for commerce on the Internet to flourish, (3) how firms are using the Internet to reconstruct their value chain and create/sustain competitive advantage, and (4) how the new electronic medium will affect key international dimensions of trade, foreign direct investment, and alliance formation.

Group Semester Project--Strategies and tactics

This is a hands-on project typical of what students will face in their careers as marketing managers. Students apply the strategies and tactics of Internet marketing discussed in class to develop an online/integrated marketing strategy to boost a website's visibility and success in the global marketplace.

Students complete marketing research assessments for the selected company/website and recommend an appropriate digital integrated marketing strategy for entering/expanding the regional/national/global brand as appropriate.

Students then execute the strategies and tactics they have proposed to build website traffic. By monitoring the effectiveness of their content, search engine, pay per click and design strategies through site usage statistics, students are able to adjust, change and fine-tune their strategies to maximize traffic and create stickiness.

Students report a favorable reception of the experience from corporate interviewers during job interviews.

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MKT 9764 Internet Marketing and Global Business This is a 3 hour; 3 credit graduate course taught at the Zicklin School of Business by Chris Gadomski, principal with SMIdirect, emphasizing strategies and tactics to build traffic, monetize traffic and create stickiness for websites in a global business environment. This course focuses on understanding (1) how information technology has created a fertile ground for the emergence of commerce on the Internet, (2) what institutional parameters are required to form an efficient market for commerce on the Internet to flourish, (3) how firms are using the Internet to reconstruct their value chain and create/sustain competitive advantage, and (4) how the new electronic medium will affect key international dimensions of trade, foreign direct investment, and alliance formation. Group Semester Project--Strategies and tactics This is a hands-on project typical of what students will face in their careers as marketing managers. Students apply the strategies and tactics of Internet marketing discussed in class to develop an online/integrated marketing strategy to boost a website's visibility and success in the global marketplace. Students complete marketing research assessments for the selected company/website and recommend an appropriate digital integrated marketing strategy for entering/expanding the regional/national/global brand as appropriate. Students then execute the strategies and tactics they have proposed to build website traffic. By monitoring the effectiveness of their content, search engine, pay per click and design strategies through site usage statistics, students are able to adjust, change and fine-tune their strategies to maximize traffic and create stickiness. Students report a favorable reception of the experience from corporate interviewers during job interviews.	Baruch College MKT 9764 Sylabus--Internet Marketing and Global Business Fall 2007 Updated 9/20/07 Revised personal page. Click to download. Fall 2007 Course Structure/calendar. revised 08/29/07 Your elevator pitch. Dell Case. Click to download. Required Textbooks. Selling tennis racquets online. Tennis web content strategy solution. not yet posted A primer on design, courtesy Alex Kotler contact Alex Kotler A primer on adwords, courtesy of Alex Lirtzman contact Alex LIrtzman A primer on viral networking, courtesy of Suhrid Manchanda contact Suhrid A primer on SEO and SEM, courtesy of Matthew Capala contact Matthew A primer on Google Adwords from Google A reference on search engine optimization. How Search-Engine Rules Cause Sites to Go Missing--March 13, 2007 WSJ Digital Media Outlook 2007 courtesy of Avenue A\|Razorfish Getting A Brand to Breathe Online courtesy of Architect Magazine Is this page search engine optimized? Yield Management-Last minute deals from expedia. Landing Page Insights-- The F Pattern For information on Google's Ad Words's campaign, Click Here! Hyundai-Building A Brand You Tube Video on Wind
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