Table of Contents

Chapter 1: Categories of Internet Marketing

• Review: Communicating; Selling; Providing Content; Providing a Network Function.
• Activities: Categories of Internet Marketing Assignment; Group Web Project

Chapter 2: What Exactly Is the Internet?

• Review: Internet Protocol
• Activities: Email Assignment; Domain Name Service Assignment

Chapter 3: Web Browser Software

• Activities: Marketers on the Net Assignment; Browser Exercise

Chapter 4: Using the Internet to Communicate

• Review: Email; Email Lists; UseNet; Internet Relay Chat
• Activities: Email List Assignment.

Chapter 5: How to Create a Web Page

• Review: HTML; Images
• Activities: Résumé Assignment; Coding and Browsers; HTML Detective

Chapter 6: Web Communications Strategy

• Review: Relationships with Customers; Consumer to Consumer Relationships; Mass Customization.
• Activities: Club Med Exercise; Comparative Exercise; Ad Agencies Exercise; Road King Travel Assignment

Chapter 7: Human Information Processing of Web Sites

• Review: Site Maps; Visual Metaphors; How Pages Fit In; Bookmarks
• Activity: Site Map Standards Exercise

Chapter 8: What a Site Should Look Like

• Review: The Front Door Style; Banner and Menu Style; Runner and Main Page Style; The Concept for an Ad; Balance; Unity; Movement; Color; Style and Mood; Test Your Pages

Chapter 9: Web Site Copy

• Review
• Activities

Chapter 10: Advertising Banners

• Review: The Hosting Page; The Banner; The Payoff

Chapter 11: Shopping on the Internet

• Review: The In Home Shopper; Perceived Risk and Trust; Consumer Search Processes
• Activities: Halfsed Clothing Assignment; Search for a Digital Camera Assignment

Chapter 12: Business to Business Internet Marketing

• Review: Companies that sell to other companies; Shifting Purchasing to the Internet; Just-In-Time Inventory management; Outsourcing; International Marketing

Chapter 13: The Nature of Online Competition

• Review: Virtual Segments; Disintermediation; Intermediation; Costs and Prices; Efficient Consumer Search; Displaying Complementary Merchandise; The Need for Creative Page Design; Unique Merchandise; The Incentive to Buy Now; Bottlenecks in Human Information Processing
• Activities: CD Now Assignment

Chapter 14: The Mechanics of Electronic Commerce

• Review: Payment Mechanisms; The Common Gateway Interface; Network Security and Cryptography
• Activities: Discussion of Payment Systems

Chapter 15: The Content Site Visitor

• Review: Flow; Surfers and Searchers

Chapter 16: Strategies for Providing Content

• Review: Get Visitors to the Site; Keep Visitors at the Site; Get Visitors to Return to the Site; Traffic Alone does not Generate a Profit
• Activities: San Phillipa Herald Assignment

Chapter 17: Legal and Ethical Issues

• Review: Ethical Frameworks
• Activities: Legal/Ethical Exercise

Chapter 18:Web Log Data

• Review: Log Records; Machines, Not People; Questions You can Ask; Audience Logging Services; Environmental Scanning
• Activities: Fred's House of Bikes Assignment

Chapter 19: The Digital Future

• Review: Market Making; Uses of Video; Software Agents; Extrapolation; Bandwidth
• Activities: Discussing the Future Impact of the Net; Unsubscribing from list; TPC, Ltd. Assignment