The main aim of this course is to learn about the alternative marketing choices to consider in planning a marketing program that may involve the Internet. The Internet can play many important roles within a traditional marketing effort and it can also serve as the foundation of a firm's marketing effort. Although the Internet is increasingly prominent in successful marketing programs, recent developments have shown that it is not an easy ticket to success. Marketing and e-commerce professionals today need a good understanding of which marketing objectives that can be achieved using electronic tools.
Best approached by traditional means, marketing is about anticipating and satisfying buyers needs. The purpose of this course is to acquaint you with the special behavioral considerations for buyers that emerge when the Internet plays a role in the firm's marketing.