Internet As Part of and Interactive Marketing Plan

The following outline provides the schedule for the Internet class. If you are in the four day class, we will cover the same material.....just faster.

EFFECTIVE MARKETING USING THE INTERNET

First Day: Lecture

1. History of the "Net"
   1. Structure of the Internet, -- DOD and Universities
   2. Growth 1971 - 1999 -- ARPANET -- USENET -- The World Wide Web
      1. Major players
         1. Paul Baran
         2. Ray Tomlinson -- email
         3. Vinton Cerf
         4. Paul Berners-Lee
         5. Marc Andreesen and Netscape
      2. Graphic interface -- Mosaic -- Silicon Graphics
      3. Internic -- National Science Foundation, Network Solutions
      4. Who is using the Internet -- Yahoo Survey, HERMES Survey
      5. Gophers, Ftps, Telnet and other animals
2. Vocabulary of the Net
   1. Alphabet soup
      1. Url, DNS -- Domain names
      2. .edu, .gov, .com, .net, .org, Country designations, new domains etc.
      3. Ftp file transfers
      4. Telnet and the UCI Library (Melvyl, Antpac etc.)
      5. Irc chat rooms -- Etiquette and Supervision -- ethics and software
      6. Newsgroups or BBS
      7. Http
   2. Ethics of the Net
      1. Telecommunications bill -- rationale of wide-band vs narrow band broadcasting
      2. Supervision vs control
      3. Internet accountability
      4. Who owns the Net?
3. Internet Mechanics
   1. Internet services
      1. AOL, Compuserve, Prodigy, Microsoft Network
      2. Internet Service Providers (ISP) Netcom, Earthlink, Cerfnet -- Portals
      3. Web page services
   2. Technology
      1. Hardware -- servers, ISDN, Cable companies, T1, T3, fiber optic
      2. Software -- Java, Shockwave, ActiveX etc
      3. "Thin" clients
   3. Future of the Net

Day 1 Assignment -- Find the following and bring addresses to next class:
Find and print:

• A Glossary of Internet terms.
• Latest version of Hobbes Timeline.
• Glossary of HTML

Second Day: Lab
Windows application, use of Telnet and the UCI Melvyl system. Location of Gophers, searching Melvyl databases for information. Searching ABI and NEWS databases for periodicals and newspaper articles. Melvyl syntax and search criteria; find, display, capture, abstracts, non-UCI searches. Introduction to Internet through Mosaic.

Internet Explorer features and uses, capturing text and graphics, locating search tools, preliminary searches, identifying industry specific search engines. Understanding domain names, newsgroups and IRC locations. "Ezines", data sources, locating surveys and data on the Net.

1. Basic Computer operations
   1. Windows
   2. Notepad
   3. Browsers -- IE & Netscape
2. Working with Internet Tools
   1. Internic
   2. Whois
   3. Telnet
   4. Gopher
   5. FTP
3. IRC
   1. Finding a group
   2. Application as a marketing tool
   3. Cautions, ethics and applications
4. Newsgroups
   1. Finding a group
   2. Application as a marketing tool
   3. Cautions, ethics and applications

Day 2 Assignment:

• Locate public clipart sources
• Meet with you team to develop a site concept
• Find a freeware/shareware graphics manipulation program
• Find an HTML editor (Homesite)

Third Day: Lab
Strengths and weaknesses of five different search engines: Yahoo, Alta Vista, Web Crawler, Lycos, Excite. Manuals for each provided. Exercises to illustrate differences and develop some level of proficiency in search techniques, understanding Boolean logic searches.

Web page capture and modification. Shareware, HTML commands, graphics and layout.

1. Search Engines
   1. Which ones exist -- Yahoo, Alta Vista, Lycos etc.
   2. What are their specialties
      1. Research
      2. Information technology
      3. Consumer searches
   3. Syntax, commands, identifying garbage
   4. Bulletin boards as opposed to Web searches
   5. Specialty search engines -- jobs, industry specific, within Web sites

Day 3 Assignment:

• Create basic page format
• Develop tables
• Establish active email
• Develop page theme "feel"
• Link to other pages

Fourth Day: Lecture
Mid-Term Exam 1 hour

1. Using the Internet as an effective marketing tool
   1. Assessing effectiveness
   2. Establishing visitor rapport -- responding
   3. Generating return visits -- keeping it fresh
   4. Communicating effectively
   5. Accomplishing everything in the sales cycle
      1. Prospecting
      2. Contacting
      3. Information delivery
      4. Developing rapport -- knowing the customer/listening
      5. Positioning for the close
      6. Closing the sale, asking for the order
      7. Dealing with buyers remorse -- keeping the deal closed
      8. Customer service -- generating repeat customers
2. Vertical marketing, database building, customer relations
3. Internet as part of a marketing plan
   1. Advertising and Promotion
      1. Cross promoting/driving people to your page
      2. How to handle graphics
   2. Cable companies, companies, companies/vendors, industries, communities of interest
   3. International marketing
   4. Accepting payment over the Internet -- Visa/Mastercard SET protocol and other forms of payment
   5. PR and Internet "E-zines"
   6. Internet backlash 1991
      1. Strategic planning with the Internet
      2. Viable long range marketing strategies
   7. Content -- Keeping the page fresh.
4. Intro to HTML

Day 4 Assignment:

• Review other pages, come to class day five with two recommendations of particularly good or bad "marketing" pages. Be prepared to discuss why you think these pages are adequate or not.
• Meet with your team.
• Be prepared for a preliminary discussion of your project in class day 5.

Fifth Day: Lab

1. Web page construction
   1. Layout
      1. Generate excitement at 72 DPI
      2. Frames
      3. Navigation -- graphics vs. hypertext
   2. Linkage -- Find common interests
   3. Attraction vs distraction
   4. Tracking hits
   5. HTML for those who care
      1. How to "borrow" formats you like and what does "copyright" mean
      2. Graphics etiquette -- 15k or less
      3. Java, 3D, audio, Internet talk and other tricks
   6. CGI/ASP -- making more out of less, finding out about your visitors
   7. Database servers and their application
   8. Server push/client pull
2. Current overview of marketing efforts on the Net
   1. Promotion/graphics -- Disney, Kodak, Silicon Graphics, Adobe, Isuzu
   2. Customer service -- IBM, Compaq, Dell
   3. Secured financial transactions
      1. Visa/MasterCard SET protocol
      2. Consumer trends -- HERMES survey
      3. Home banking vs Internet transactions
      4. Secured vs unsecured environments
   4. Order fulfillment
   5. Jobs on the Net
3. Case studies of web pages

Sixth Day: Lab
Project Presentation
Each team will present their project. Presentations will be as if to a client buying you web services. Stress each element of the page, design, theme, links, graphics etc. and explain why they are necessary or beneficial to the application of the page in the marketing plan.
Final Exam :
Final exercise: Download information from the Internet and present it in a formatted web page. The page will then be uploaded to an FTP site. Pages which are organized well, answer the questions and present a creative format earn an A grade. Location of the specific topic with some attempt to format it on a page without successful upload or creative format earns a B. A written description of the methodology of how to go about a search, what syntax was used and why, without successfully finding the files or creating a page, earns a C.

The final would have two parts. In one and one-half hours, the student should be able to figure out what is being asked for, use a search engine to locate the files and, download the information. The second part requires the information be inserted into a simple web page and mounted on the Internet. This is not a team assignment.

Back