Internet Marketing Foundations

Internet marketing isn't your father's marketing channel. How will you make your Web campaigns count? Lesson One explains the ways in which Internet marketing can be more measurable, targeted, and cost-effective, than print, radio, and TV ads. You'll read case studies on companies that have successfully leveraged online advertising and examine reasons that companies succeed or fail in this space. You'll explore the critical issue of how to identify and attract your target audience through thematic, language, technology, and even color choices. In the exercise, you'll conceptualize a product, company, or service (this could be your own entrepreneurial project), analyze its target market, and design a home page targeted to this market.