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GBUS 8690 Interactive Marketing

Quarter 2
Late Week
8:00 to 9:25
Classroom 180

COURSE DESCRIPTION
This course examines the concepts, strategies, and applications involved in interactive marketing. Interactive marketing is characterized by activities that address customers directly (usually through some form of response advertising) for the purposes of initiating an exchange as well as developing, managing, and exploiting a customer relationship. Interactive marketing encompasses aspects of direct mail, database marketing, customer relationship management, and Internet marketing. The course will use the slow moving medium of direct mail to illustrate some fundamental principles and then explore how these principles apply to the real-time customer interactions possible with telecommunications and the Internet. The integration of interactive marketing programs into the total marketing efforts of the firm will also be covered.

COURSE OBJECTIVES
Upon completion of the course, students will be able to:

  1. Define the scope of interactive marketing and identify key forces in the interactive marketing environment.
  2. Assess the effectiveness of an interactive marketing program, including mastery of various metrics that are used for this purpose.
  3. Analyze the information available in a large customer database and develop a plan for capitalizing on the results.
  4. Apply the concepts of interactive marketing to a reasonably complex business problem.

RELATIONSHIP WITH OTHER ELECTIVES
This course has no pre-requisites other than successful completion of the first year. Because Interactive Marketing finds application in both B2B and B2C arenas, the course can be a valuable complement to either Managing Consumer Brands or Business to Business Marketing. While Interactive Marketing and Marketing Intelligence both address the collection and use of information about customers, marketing research information usually comes from a carefully selected sample of customers. In contrast, interactive marketers use and analyze data collected during their normal interactions with customers. The Marketing Analytics course exposes students to advanced quantitative techniques used in a variety of marketing applications, whereas in this course our focus is on customers and customer relationships.

COURSE IMPLEMENTATION
The course will make heavy use of cases and exercises.  Most exercises involve quantitative analysis. We have a course policy of Laptops Down for guest speakers.

GRADING
  45% Class Participation (note attendance policy below)
  10% Exercises
  45% Final Exam.

Attendance: Students are expected to attend all classes. Regular attendance will be rewarded in the following way: You class participation score will be multiplied by an attendance factor = to 1 - .05* number of absences in excess of two (you have two freebies).
 

Last updated: 10/13/09