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OTS 596 at Old Dominion University
 .....Internet Marketing for High School Teachers at Old Dominion University

Internet Marketing for High School Teachers
at
Old Dominion University

Objectives:
  • Explain how the World Wide Web has impacted the way organizations conduct business .
  • Identify four e-business models.
  • Define promotional mix concepts as they apply to the Internet.


Essential Readings:

Only two years ago, there was buzz of all of the industries that would soon fall like a house of cards with the proliferation of the Internet.  While the Internet has certainly had an impact, travel agencies still exist, full service stock brokers still flourish, and eToys didn't close down Wal-Mart (trust me, I had stock in this one!).  What we have discovered is that while the Internet is an extremely valuable marketing tool, and it is revolutionizing the way many industries do business, it is not the end all panacea in sales that many believed it would be.  The bottom line is this:  How does a Web presence fit into the organization's overall business plan, and how does this presence enhance the organization's overall value? These are the questions that must be answered.

An entire semester could be spent on the topic "Goods and Services on the Web," yet we need to explore it in one lesson.  For an overview of some of the ways a Web presence can be integrated into an organization's business plan, please read the following:

http://www.lions.odu.edu/org/deca/ots596/lessn3reading.html

Answer the following questions:

1. Based on the reading, list two industries that have been affected by the World Wide Web, and explain how the Web has changed how they operate.

2.  According to the author, is personalization on the Web a good thing or a bad thing?  Explain.

PURPOSES FOR BEING ONLINE

This topic will be explored more in depth in the second half of this course.  Meanwhile it is important to understand the current business models being utilized by organizations today.  Read pp. 194-207 in E-Marketing, then answer the following questions:

3. List and briefly describe the various e-business models

4. Which of these models do the following organizations fall into?

privaseek.com
live365
shoeguy.com
venusswimwear.com
pricescan.com
columbiahouse.com
5. Do virtual malls work? Why or why not?

6. What is e-tailing?  What is a bit vendor?

7. Explain the concept behind an infomediary.
 

THE INTERNET AND THE PROMOTIONAL MIX

Organizations can utilize the Internet to market their goods and services, as touched on above.  In addition, it can also be used as a promotional tool.  Read pp. 220-256 in E-Marketing, then answer the following questions: 

8. Define and briefly explain the following concepts:

Banner ads - 
Interstitials - 
Community building - 
Permission marketing1- 
9. Briefly define the following types of audience measurement:
Visitors
Stickiness
Impressions
 
 

E-mail your completed assignment to mkoslosk@odu.edu

1Seth Godin's Permission Marketing  is a highly touted book written entirely on this concept.  Although written in 1999, the concepts are still as valuable today as the day they were written.  It is a must read for anyone who wants to learn more about marketing on the Internet.
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  Course Home | Schedule | Syllabus

Lesson 1 | Lesson 2 | Lesson 3 | Lesson 4 | Lesson 5
Lesson 6 | Lesson 7 | Lesson 8 | Lesson 9 | Lesson 10

Workshop | Project 1 | Resources

Contact Mickey Kosloski at mkoslosk@odu.edu