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Section 1 Marketing Basics. How the Internet has changed marketing (or not!) as well as traditional marketing concepts: 4 P's, Target Marketing, Positioning (positioning statement, USP, etc.), acquiring and retaining customers. Website Development. Overview of different options, creating a site, choosing a hosting service, registering domain names, going "live" with a site, and managing it. Effective Websites. Information about making the site easy to use, search engine issues, privacy statements. Section 2 Developing a Marketing Plan. Steps in a Website marketing plan, gathering and analyzing information, verbalizing site challenge, choosing a Website objective, developing strategies, choosing online marketing programs, figuring break even points, detailing, and summarizing a marketing plan. Implementing a Marketing Plan. Developing action plans, tracking / analyzing performance, considering return on investment (ROI). Information Gathering. Getting started, competitors, company, customers, suppliers, substitutes. Research and Data Analysis. Secondary, primary qualitative research, primary quantitative research, industry analysis, SWOT analysis. Segmenting and Targeting. Identifying / describing customer segments, profiling, positioning, reaching target customers. Section 3 Public Relations. Message boards, press releases, leveraging expertise. Search Engines and Directories. Developing submission strategy, search engine submission tips, follow-up and optimization, pay-per-click. Website Cross Promotion. Affiliate programs - participating in and creating you own, reciprocal linking. Advertisements - Paid, Bartered, and Free. Know goals, advertisement types, creating ads. Direct Email. No spam, opt-in / opt-out, getting a list, management of list, email message, follow-up. Electronic Newsletters (Ezines). Content, formatting, building subscriber base, newsletter distribution and administration. Customer Incentives. Multi-merchant and private reward programs, sweepstakes / contests, coupons, freebies. For
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