Course Schedule and Catalog

Department: Management

Grade Mode: Standard Letter

Course Type: Lecture

Credit Hours: 2

Description: MARKETING FOR HIGH TECHNOLOGY INDUSTRIES ***** This course examines the opportunities and challenges of marketing on the Internet, focusing on three distinct area: strategy, communications and consumers. First, we consider strategic issues facing internet marketers, and examine emerging and traditional theoretical frameworks and concepts of value. Second, we examine the media characteristics and potential of the digital environment, and compare it to traditional forms of marketing communication. Third, we study demand-side issues, examining consumer behavior in digital environments with implications for marketers. These topics will be studied through cases, discussions of academic and trade articles, and projects.