GSR 723 Nonprofit and Social Marketing
This is a three credit graduate seminar taught at Hunter College of the City University of New York by Chris Gadomski, principal with SMIdirect, emphasizing applications of marketing principles and procedures to nonbusiness organizations, including the application of marketing to social behavior and social change.
The course balances a comprehensive reading list with case study methodologies and "hands-on" projects involving exisitng not-for-profits organizations and current social issues in the health care and energy/environmental fields.
This course focuses on understanding (1) the basic principles of marketing, (2) how information technology specifically the Internet is changing the practice of marketing, (3) the application of these principles in a Web 2.0 environment for not-for-profit and social issues, and (4) the implications of "blue ocean" strategies, "one-to-one marketing" and the relevance of "branding" to the not-for-profit organization or social cause.
Hunter
College GSR 723 Sylabus--Nonprofit and Social Marketing Spring 2008
January 25, 2008
Revised
personal page.
Click to download.
Spring
2008 Course Structure/calendar
January 25, 2008
Harvard Case--
Read Only, no paper
Due April 9nth
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
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
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!