Course Page

Interactive Marketing

Course Number:



Alan Montgomery,





Course Description

This course develops a set of principles so that the marketing manager can implement a strategy that utilizes electronic and social media. Marketing strategy has at its core a customer-centered focus, and we evolve this focus further into Interactive Marketing. Interactive marketing focuses not just on the company's interaction with the customer (e.g. advertising and direct communications) but the customer's interaction with the company and their interactions with each other. This interaction has been enabled by electronic technologies, such as the Internet, World Wide Web, Social Media, E-mail, Instant Messaging, Telephone, and Direct Mail. The basic premise of the course is that these technologies (of which the Internet is the most prevalent) bring about a radical increase in the effectiveness of marketing. These changes are brought about by cheap and powerful computing available to all members of the marketplace: customers, channels and producers. Our goal for this course is to develop a set of principles so that the marketing manager can develop and implement a marketing strategy using electronic and social media. (10/12-AM)




Lecture: 100min/wk and Recitation: 50min/wk