《Internet Marketing》Syllabus
Course Number: 23100608060
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)
a. | Marketing | 14 Teaching Hours |
b. | Business Finance | 0 |
c. | Accounting | 0 |
d. | Management | 6 Teaching Hours |
e. | Legal Environment of Business | 8 Teaching Hours |
f. | Economics | 2 Teaching Hours |
g. | Business Ethics | 0 |
h. | Global Dimensions of Business | 2 Teaching Hours |
i. | Business CommunicationsM | 6 Teaching Hours |
j. | Information Systems | 10 Teaching Hours |
k. | Quantitative Techniques/Statistics | 0 |
l. | Business Policies | 0 |
m. | Integrating Experience | 0 |
| Total Number of Teaching Hours Covering CPC | 48Teaching Hours |