45-934 Interactive Marketing
6 units, Carnegie Mellon University
Marketing strategy has at its core a customercentered focus. Electronic media does not change this focus, but our ability to foster this interaction with technology has been dramatically increased. The Internet provides new forms of communications like web sites, email, social media, and mobile communications. However, these technologies do not necessarily replace traditional marketing vehicles like mass media, direct mail, and telephone marketing, but instead augment them to improve the customer experience. The basic premise of this course is that these technologies can be used to fulfill the goal of a customercentered marketing strategy. This course advocates an interactive marketing strategy as a framework for how to go about marketing to consumers with electronic tools. Interactive marketing evolves this strategy further by focusing not just on the companys interaction with the customer e.g. advertising and direct communications but the customers interaction with the company. This interaction has been enabled by electronic technology, such as the Internet, World Wide Web, Email, Instant Messaging, Search, and Social Media. The basic premise of the course is that these technologies of which the Internet is the most prevalent are bringing about radical changes in how markets work. These changes are brought about by cheap and powerful computing available to all members of the marketplace customers, channels and producers.
Prerequisites: none listed
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