| Date |
Topic |
Assignment |
Sept.
3, 5 |
Vision to the Future:
Course Introduction,
Introduction to the Internet |
Review and Learn
Internet Marketing (IM),
Chapters 1,3
Glossary of Internet
Terminology
|
| Sept 10, 12 |
Understanding Internet Customers
through Analysis
Who uses the Internet and are your customers there? |
IM, Chapter 2, 4
(In Chapter 4, read all material up to laddering)
|
| Sept 17, 19 |
Auditing the Competition: Identifying
Who and What are Competitors Doing |
Complete competitive audit and analysis of Eddie
Bauer competitors.
IM Chapter 7
Case: Eddie Bauer,
Inc.
|
| Sept 24, 26 |
Dot Com Brand and Name Research,
Registering Domain Names. |
Conduct Research of provided list of Dot Com names to determine
attribute associations and obtain the most desirable name.
|
| Oct 1, 3 |
Success Strategies for Internet
Commerce
Tuesday, October 1
Guest Speaker: Sam Taylor,
VP International, Lands' End
Lands' End Info
Lands' End Annual
Report
|
IM CHAPTER 5,6
Due Tuesday October 3,
5 Page Case on Landsend.com
|
| Oct 8, 10 |
Success Strategies for Internet
Commerce |
Comparison of Top sites:
Case:
FEDEX
IM CHAPTER 5,6
TOP SITES
|
| Oct. 15, 17 |
Customer Motivational Analysis: Identifying the Features Customers
Want and the Tangible-Intangible Benefits Received
Click Here for Part 1 of the Laddering
PPT Presentation
Click Here for Part 2 of the Laddering
PPT Presentation
|
A
Means End Analysis (Explains Term Exercise)
Learning about Laddering
Laddering Theory
(Explains how to do it)
IM, Chapter 4 (laddering)
5 page writeup describing the results of your means end analysis
is due 10/22/02
|
| Oct 22 |
Plan Presentations |
Laddering Presentations,
Business Concept Evaluations
Means-End Writeup Due |
Oct
24,29 |
An Introduction
to HTML programming |
Designing your Web Site:
Page
Development Outline
Intro to HTML
HTML
Programming Sites
Cookie Jar Exercise
Advanced HTML
|
|
Oct 31,
|
Developing
a Sales Strategy that Makes Money:
What Story Do We Tell? |
IM Chapter 8
Case: PRICELINE.COM
|
| Nov.
5 |
Creating Headline
and Copy: Emphasis Where it Counts... Designing your Web Site
Developing Display Ad Layout |
IM Chapter 9
|
Nov.
7,
|
Spamming:
Techniques and Software for Extracting and Distribution
|
Fast E-mail extractor 4.1
Extractor Pro, Web Weasel
Paper 1 due: Topic of your choice
|
|
Nov.
12,15
|
Principles of Layout and Design
for Internet Sites
Establishing Your Own Identity by implementing 10 Principles of Design
and Layout |
IM Chapter 10
Assignment: Design and Develop Pasteup of Website homepage + 2 collateral
pages
Yale University Style Guide:
Section I and II Interface, Site, and Page Design
|
Nov
19,21
|
Creating the Visual Image: Developing
and Finding Graphics for the Customer |
IM Chapter 11,12
Photoshop Users Guide
Yale
University Style Guide:
Section IV Web Graphics |
Dec 3,5
|
Legal Issues In Dot Com
Trademark Applications
Domain Name Registration ICANN
|
Paper 2 due:
5 page Writeup of Exercise
|
Dec.
10, 12
|
Promoting
the Site... Search Engine Listing and Traditional Methods of Promotion
Becoming #1 on the Search: Auditing and Diagnosing Search Engine Algorithms
Tracking Search Engine Positioning |
IM Chapter
13
Final Exam Topics |
