MGMT-6200

Marketing and the WWW

This course discusses how the World Wide Web and electronic commerce are transforming marketing practices in business-to-business and business-to-consumer arenas. In business-to-business marketing, we can examine the different revenue-based and user-based Web business models; e-commerce as the direct marketing model; and the effect of disintermediation/reintermediation on traditional channels of distribution. On the business-to-consumer marketing side, we will discuss the characteristics of the online consumers, virtual communities, online support, and service and quality. Prerequisites: MGMT-6510 or a graduate level marketing/product management course, or permission of the instructor. Fall and spring terms.

3 credit hours