《Internet Marketing》Syllabus

Course Number:           2110060803

Course Name:               Internet Marketing

Instructors:                    Zhang Yan

Required Text:              Feng Yingjian. Internet Marketing [M]. Beijing: Higher

Education Press, 2021.

Course Description:      This course serves as a core subject for marketing majors, building upon the theoretical foundation of marketing and providing guidance for subsequent courses. It covers guiding principles, strategic frameworks, implementation methods, environmental factors, and resource allocation for Internet marketing. Through this course, students will gain an understanding of the content, applications, and functions of Internet marketing. They will learn the principles of information dissemination, master marketing strategies and their execution, utilize common marketing tools, stay updated on industry trends, and develop practical and research skills in Internet marketing.

Credit/Teaching Hours

Outline of UG CPC Topics Covered in this Course:  (3Credits/48 Teaching Hours)

I.   Introduction to Internet Marketing                            4Teaching Hours

-Essence of Internet Marketing

-Theoretical Basis and Guiding Principles

-Content System of Internet Marketing

II.   Internet Marketing Strategy Framework                      6Teaching Hours

-Overview of the Strategy Framework

-Research on Information Sources

-Research on Communication Channels

-User and Interaction Studies

-Technical Support System

III.   Information Source Strategies                               10Teaching Hours

-Overview of Information Source Strategies

-Controllable Information Sources

-Open Network Information Sources

-Social Media Marketing Strategies

-Subscription-based Marketing Strategies

-Uncontrollable Information Sources

IV.   Communication Channel Strategies                            10Teaching Hours

-Overview of Communication Channel Strategies

-Search Engine Marketing

-Internal Website Platform Resources

-Social Internet Marketing

-Network Resource Cooperation Marketing

V.   User and Interaction Strategies                                 6Teaching Hours

-User Acquisition Channels and Characteristics

-Basic Content of User Strategies

-User Data Types and Applications

-User Data Analysis

VI.   Environmental and Resource Strategies                         8Teaching Hours

-Overview of Service Market Resources

-Resource Cooperation Strategies

-Competitive Strategies

-Application of Environmental and Resource Strategies

VII.  Internet Marketing Management and Diagnosis                  4Teaching Hours

-Overview of Internet Marketing Management

-Marketing Diagnosis

-Management Norms

-Summary of Covered Business Topics:
Total (Teaching Hours)                                                                                 48  

Summary of UG CPC Topics Covered in this Course:                   (48Teaching Hours)