CHAPTER 4:

In this chapter, you will learn:

-How firms use product-based and customer-based marketing strategies

-Strategies for communicating with different market segments

-To identify customer’s characteristics as they move through the customer relationship life cycle

-How online advertising has developed and grown

– About e-mail marketing strategies

-About technology-enabled customer relationship management

-How to create and maintain brands on the Web

-How businesses use social media in viral marketing campaigns

-About search engine positioning tactics and domain name selection strategies

WEEKLY READING: FROM INDUSTRY STANDARD SOFTWARE, LAUNCHMETRICS

[CLICK HERE] “Marketing Strategies for Fashion e-Commerce: Measuring Success”

 

CHAPTER 3:

In this chapter, you will learn about:

-What a revenue model is and how companies use various revenue models

-What characteristics identify specific revenue models

-How some companies experiment with alternative revenue models to achieve success

-About revenue strategy choices that companies face when selling online

-How to create an effective business presence on the Web

-What factors enhance Web site usability

-How companies use the Web to connect with customers

READING MATERIAL

Read the below article from AdWeek.com advising brands to shift communication methods to engage customers. Please be prepared to discuss and provide examples.

https://www.adweek.com/brand-marketing/why-brands-must-quickly-shift-from-communication-with-consumers-to-conversation/

CHAPTER 2:

In this chapter, you will learn:
– About the origin, growth, and current structure of the Internet

-How packet-switched networks are combined to form the Internet

-How Internet, e-mail, and Web protocols work

– About Internet addressing and how Web domain names are constructed

– About the history and use of markup languages on the Web

-How HTML tags and links work

-About the cost and performance of Internet connections technologies

-About Internet2 and the Semantic Web

WEEKLY READING: ‘DIGITAL IDENTITIES’

10 Billion Items of Connected Clothing: The Internet of Things Just Became A Lot More Fashionable. 

 

In this chapter, you will learn:
– What electronic commerce is and how it has evolved in three waves of development

-Why companies concentrate on revenue models and the analysis of business processes instead of business models when they undertake electronic commerce initiatives

-How to identify opportunities for and barriers to electronic commerce initiatives

-How economic forces have led to the development and continued growth of electronic commerce

-How businesses use value chains and SWOT analysis to identify electronic commerce opportunities

-How the international nature of electronic commerce affects its growth and development

READING MATERIAL

Read the below article from Forbes.com and be prepared to discuss the current e-Commerce barriers fashion companies are facing and brainstorm potential growth opportunities for retailers to compete with Amazon.

FORBES, E-commerce Reading [CLICK HERE]