Syllabus

Greg Stuart

www.gregstuart.com/nyu

Location: NYU Midtown Center 11 West 42^nd Street Rm. 413

First class date: May 18, 1998

Class time: Monday's, 6:10PM - 8:40PM

Other class dates: No class 5/25 Memorial Day; otherwise 6/1, 6/8, 6/15, 6/22, 6/29, 7/6, 7/13, 7/20, and 7/27

Course Description:

It has become obvious that the Internet will play a major role in the future of direct marketing. Some direct marketers already function entirely on the Internet. Others use the Internet for brand branding, as an additional medium to advertise to prospects, to deliver information to existing customers, and to provide customer service. Some companies have elaborate Web pages that offer detailed information regarding products and services in an interactive mode preparing prospects for visits to dealers.

This course provides students with basic information about how the Internet functions, how it is being used by different direct marketers, measurement and results research and costs. Most importantly, it helps students to think about how the Internet might be used by direct marketers in the future

Course Objectives:

Students taking this class will learn how to manage and conduct direct marketing online successfully; whether that be adapting an existing product or service to the online world or to successfully apply the principles of direct marketing to an existing online business.

Students are expected to gain the following from this class:

1. Comprehensive understanding of the Internet/Web as a commercial communications channel
2. Overview of brand marketing, eCommerce and direct marketing online today
3. Goal and strategy setting for an online direct marketing business or campaign
4. How to manage the development, design and building of a direct marketing or transactional oriented web site
5. Apply syndicated and custom research to marketing online
6. The optimal practices for driving traffic and building user acquisition
7. Apply the theory and early application of relationship marketing online
8. See the future of direct marketing and direct selling online

Course Format:

• Class lectures and discussion
• Topics of discussion from the weekly readings (see text)
• Guest lectures from industry experts
• Each student must have email and internet/web access

Course Assignments, projects and exams:

• Midterm quiz
• Final quiz
• Class Project - To be defined
• Group or Individual
• Business strategy, marketing program, testing experiment, course lecture

Texts:

1. Forrester - Online (weekly readings required)
1. www.forrester.com
2. Username:
3. Password:
4. Limited usage: Class assignments only, not to be used for class
2. Online e-newsletters required to subscribe to:
1. ICONOCAST
1. E-mail majordomo@iconocast.com with "subscribe iconocast" in body
2. The Industry Standard
1. Thestandard.net
3. The E-Tailer's Digest: Discussing both online and offline retailing methods
1. http://www.gapent.com/etailer/subscribe.html
4. Larry Chase's Newsletter for Marketers
1. http://wdfm.com
5. iShop
1. mailto:i-shop@gs2.revnet.com with the word - subscribe - in the body of your message.
6. ClickZ Today
1. http://www.clickz.com
7. Channel Seven
1. www.channelseven.com
3. Suggested but not required books:
1. Net Gain - Hagel/Armstrong
2. Webnomics - Evan Schwartz

Grading Criteria

• Attendance                10%
• Class Participation    10%
• Midterm Quiz           20%
• Final Quiz                  30%
• Class Project            30%

Course Syllabus: