《互联网营销》N0860048课程教学大纲英文版

1、Syllabus ofInternet MarketingCourse Name：Internet Marketing Course Code：N0860048 Credits：2.0 Total Credit Hours：32 Lecture Hours：32 Experiment Hours：0 Programming Hours：0 Practice Hours：0Total Number of Experimental (Programming) Projects 0 , Where, Compulsory ( 0 ), Optional ( 0 ).School：School of

2、Business, Jiangnan University Target Major：Marketing; Business Administration、Course Nature & AimsThis course is an optional course of business administration majors and belongs to general course in major training program of business administration. From taking this course, students mainly study the

3、 relevant concepts and theories of Internet marketing and specific tools and methods of Internet marketing. Internet marketing or Internet marketing is changing, and consumers access to information and the marketing environment they are facing has changed a lot. Therefore, it is necessary to adapt c

4、ontent system, the concept of teaching idea and teaching mode of the Internet marketing to the new Internet application environment. The principles of this course include the combination of theory and practice, knowledge learning and ability cultivation, knowledge application. The main purpose of th

5、is course is to help students to acquire knowledge and skills that are useful for Internet marketing practice, such as fully understanding the basic knowledge of Internet marketing, learning how to use the tools and methods of Internet marketing and mastering the operation principles and correspondi

6、ng skills of Internet marketing.、Course Objectives1. Moral Education and Character Cultivation.Through learning the course of Internet marketing, students will have a comprehensive understanding of the theoretical system and technology of Internet marketing, as well as the main tools and methods of

7、Internet marketing. By explaining the development of Internet marketing and the evolution of relevant theories, let students understand the macro and micro factors that promote the success of some e-commerce enterprises and brands, make students know how to grasp potential opportunities and overcome

8、 difficulties, help students to establish a scientific way of thinking and train their ability to face challenges in life and work. Based on the important role of business science in driving the development of innovation and entrepreneurship in China, this course will take the frontier theoretical k

9、nowledge system of Internet marketing as the carrier, help students correctly understand the law of market development, remember the basic national conditions of our country and grasp scientific world view and methodology. Accordingly, we will motivate students to develop correct world views and val

10、ues, and integrate the educational elements of socialism with Chinese characteristics, such as the four dimensions of self-confidence, into the curriculum.2.Course ObjectivesThrough the study of this course, students qualities, skills, knowledge and abilities obtained are as follows：Objective 1. Und

11、erstand the theoretical knowledge system of Internet marketing. （Corresponding to Chapter 1-5, supporting for graduation requirements index 2.2） Objective 2. Understand and master the main tools and methods of Internet marketing.（Corresponding to Chapter 7-10, supporting for graduation requirements

12、index 2.5） Objective 3. Master the operation thoughts and corresponding operation skills of Internet marketing （Corresponding to Chapter 11-14, supporting for graduation requirements index 2.6） 3. Supporting for Graduation RequirementsThe graduation requirements supported by course objectives are ma

13、inly reflected in the graduation requirements indices 2.2, 2.5, 2.6, as follows:Supporting for Graduation RequirementsCourse ObjectivesGraduation RequirementsIndices and Contents Supporting for Graduation RequirementsTeaching TopicsLevel of Support IndicesContentsObjective 1Ability to analyze the pr

14、oblemsIndex 2.2Understand the basic knowledge and theoretical system of Internet marketing, and be able to find and analyze the deficiencies and problems in the Internet operation of enterprises.Chapter 1-5LObjective 2Professional competenceIndex 2.5Proficient in using Internet marketing tools and m

15、ethods such as search engine, social network, understand the application skills of viral marketing, word-of-mouth marketing, event marketing and personalized marketing.Chapter 7-10HObjective 3Practical abilityIndex 2.6Master the characteristics of marketing strategy in the context of Internet market

16、ing, be able to use Internet marketing tools and methods to carry out marketing activities, have the practical ability to manage the Internet marketing performance.Chapter 11-14M、Basic Course ContentChapter 1 Introduction to Internet Marketing (supporting course objective 1)The background of Interne

17、t marketingOverview of Internet marketing Teaching Requirements: By studying the content of this chapter, students should understand the technical background, economic background, market background, social background and behavioral background of Internet marketing; understand the meaning, characteri

18、stics and functions of Internet marketing; understand the differences and connections between Internet marketing and e-commerce, and what challenges Internet marketing brings to traditional marketing; understand how to integrate Internet marketing and traditional marketing, and on this basis master

19、the practical ability to describe and analyze the environment and activities of Internet marketing.Key Points：Understand the characteristics and functions of Internet marketing, as well as differences and connections between Internet marketing and e-commerceDifficult Points：Understand how to integra

20、te Internet marketing and traditional marketing.Chapter 2 The Theoretical Basis of Internet Marketing (supporting course objectives 1, 2)2.1 Direct marketing theory2.2 Relationship marketing theory2.3 Database marketing theory2.4 Integrated marketing communication theoryTeaching Requirements: By stu

21、dying the content of this chapter, students should understand the main theoretical basis of Internet marketing; understand the different roles played by direct marketing, relationship marketing, database marketing theory and integrated marketing communication theory in Internet marketing; understand

22、 the main types and characteristics of the origin of direct marketing; master the meaning and characteristics of relationship marketing and the main methods of network relationship marketing; understand the origin, operation and unique value of database marketing, master the concept and characterist

23、ics of integrated marketing communication and its core values and objectives.Key Points：Understand the different roles played by direct marketing, relationship marketing, database marketing theory and integrated marketing communication theory in Internet marketing.Difficult Points：Use different theo

24、ries of Internet marketing to explain specific Internet marketing activities and phenomena in a comprehensive way.Chapter 3 The Development Trend of Internet Marketing (supporting course objective 1)3.1 The modes of search engine marketing will be further improved3.2 Social networks will reshape cus

25、tomer value3.3 Mobile terminal competition is becoming increasingly fierce, mobile marketing is developing rapidly 3.4 The forms of network advertisement emerge in endlessly, mobile advertisements keep growing3.5 Big data will enable precision marketing3.6 O2O will Lead to a deep integration of onli

26、ne and offline3.7 The penetration rate of intelligent terminal hardware products is gradually increasingTeaching Requirements: By learning the content of this chapter, students should understand the position of search engine in the future development of Internet marketing; grasp the development tren

27、d of mobile Internet marketing; understand the role of social network in shaping customer value; master the profound change of marketing modes brought by social network; grasp the new trends of online advertising and the main forms of mobile advertising; understand the characteristics and unique val

28、ue of big data marketing, as well as the significance of O2O online and offline interaction and deep integration; understand the contribution of intelligent hardware, especially the development of wearable devices, to Internet marketing.Key Points：Master the profound change of marketing modes brough

29、t by social network; understand the characteristics and unique value of big data marketing, as well as the significance of O2O online and offline interaction and deep integration; understand the contribution of intelligent hardware, especially the development of wearable devices, to Internet marketi

30、ng.Difficult Points：Understand the position of search engine in the future development of Internet marketing, grasp the development trend of mobile Internet marketing.Chapter 4 Internet Marketing Strategies and Business Model (supporting course objective 1)4.1 Internet marketing strategy4.2 E-commer

31、ce model4.3 Target marketing strategy 4.4 Performance evaluation indicatorTeaching Requirements: By studying the content of this chapter, students should understand what is strategy and strategy management, as well as the dilemma of strategy in the network era; grasp the main theories of business mo

32、del, as well as the constituent elements and characteristics of business model; understand the relationship between business model and strategy; get familiar with the e-commerce model and its levels; understand the embodiment of target marketing strategy as well as the performance evaluation indicat

33、ors in the Internet marketing environment.Key Points：Understand what is strategy and strategy management; grasp the constituent elements and characteristics of business model; understand the embodiment of target marketing strategy in the Internet marketing environment.Difficult Points：Understand the

34、 relationship between business model and strategy; get familiar with the e-commerce model and its levels.Chapter 5 Internet Market and Consumer Behavior (supporting course objectives 1, 2)5.1 Internet market5.2 Internet consumers5.3 The exchange process of the Internet Teaching Requirements: By lear

35、ning the content of this chapter, students should understand the history and current situation of the development of the Internet market; get familiar with the characteristics and existing problems of the Internet market; master the types and characteristics of Internet consumers; understand the cha

36、racteristics of Chinese Internet consumers; master the characteristics of Internet consumer demands; understand the network exchange environment; understand the purchase process of Internet consumers and its influencing factors; understand the consequences of online transactions; have the practical

37、ability to analyze the online purchase process of specific individual consumers and its influencing factors.Key Points：Master the characteristics of Internet consumer demands; understand the purchase process of Internet consumers and its influencing factors.Difficult Points：Have the practical abilit

38、y to analyze the online purchase process of specific individual consumers and its influencing factors.Chapter 6 Internet Survey (supporting course objective 1)6.1 Information technology and market research6.2 Data sources of Internet research 6.3 Data analysis and reporting of Internet research Teac

39、hing Requirements: By learning the content of this chapter, students should understand the role of data and knowledge of Internet marketing in marketing; understand the influence of technology on Internet marketing research methods; get familiar with the definition, types and characteristics of Inte

40、rnet research, as well as existing problems and solutions; have the ability to analyze the differences and connections between Internet marketing research and traditional research; get familiar with the process of Internet research; master the acquisition methods of various data sources and the corr

41、esponding advantages and disadvantages in Internet research; master some basic methods of data analysis in Internet research and the writing of research reports.Key Points：Get familiar with the process of Internet research; master the acquisition methods of various data sources and the corresponding

42、 advantages and disadvantages in Internet research.Difficult Points：Master some basic methods of data analysis in Internet research and the writing of research reports.Chapter 7 Internet Marketing Tools and MethodsSearch Engines (supporting course objectives 1, 2, 3)7.1 The history and current statu

43、s of search engines7.2 Functions and charge modes of search engines7.3 Analysis of search users behavior 7.4 Search engine marketing7.5 Key words marketing strategy7.6 Search engine optimizationTeaching Requirements: By learning the content of this chapter, students should understand the history and

44、 current situation of search engines; understand the principles of search engines; master the classification and functions of search engines; get familiar with the interpretation of search results; understand the browsing behavior of users and analysis of search results; understand search engine use

45、rs recognition and acceptance of advertisements; master the process, characteristics and implementation methods of search engine marketing; master keyword types, keyword selection and other contents in keyword marketing strategy; understand the characteristics, process and the influencing factors of

46、 search engine optimization; master the link modes and charging modes of search engines.Key Points：Get familiar with the interpretation of search results; understand the browsing behavior of users and analysis of search results; master the process, characteristics and implementation methods of searc

47、h engine marketing.Difficult Points：Understand the principles of search engines; master keyword types, keyword selection and other contents in keyword marketing strategy; master the link modes and charging modes of search engines.Chapter 8 Internet Marketing Tools and MethodsSocial Network (supporti

48、ng course objectives 1, 2, 3)8.1 Introduction to social network8.2 Social network sites8.3 Instant messaging 8.4 MicroblogTeaching Requirements: By studying the content of this chapter, students should master the theories related to social network and understand the history and development of social

49、 network; get familiar with the characteristics and the differences in user behaviors of social network sites, WeChat and Microblog; understand the influence of social network on relevant industries and the commercialization of social network applications; have a good command of the usage skills, ma

50、rketing strategies and profit models of social network sites, WeChat and Microblog; have the practical ability to carry out Internet marketing activities with different social network methods.Key Points：Master the theories related to social network; have a good command of the usage skills, marketing

51、 strategies and profit models of social network sites. Difficult Points：Have the practical ability to carry out Internet marketing activities with different social network methods.Chapter 9 Internet Marketing Tools and MethodsEmail and Affiliate Programs (supporting course objective 1)9.1 E-mail mar

52、keting9.2 Affiliate programs marketingTeaching Requirements: By studying this chapter, students should be able to understand the history of E-mail and the difference between spams and permission E-mails; grasp the meaning, characteristics and main functions of e-mail marketing and affiliate programs

53、; understand the composition and commission of the affiliate program marketing system and how the affiliate programs marketing is implemented.Key Points：Grasp the meaning, characteristics and main functions of email marketing and affiliate programs.Difficult Points：Understand the composition and com

54、mission of the affiliate program marketing system and how the affiliate programs marketing is implemented.Chapter 10 Comprehensive Application of Internet marketing Tools and Methods (supporting course objectives 1, 2, 3)10.1 Online experience marketing, interactive marketing and word of mouth marke

55、ting10.2 Event marketing and viral marketing10.3 Targeted and personalized marketing Teaching Requirements: By learning the content of this chapter, students should master the meaning and operation steps of online experience marketing; understand the basic requirements and components of participatio

56、n and interactive marketing; master the characteristics, advantages and operation skills of online word-of-mouth marketing; firmly grasp the characteristics, functions, key points and operation essentials of event marketing; understand the concept and characteristics of viral marketing; grasp the ke

57、y elements and design ideas of effective viral marketing strategy; accurately grasp the difference between viral marketing and word-of-mouth marketing; master the concept and means of operating precision Internet marketing; understand the meaning, objectives and implementation steps of personalized

58、marketing; master the functions and models provided by location-based services (LBS); have the practical ability to comprehensively apply the above Internet marketing methods.Key Points：Understand and master the basic concepts, characteristics, design ideas, basic requirements and operation steps of

59、 the Internet marketing tools and methods in this chapter.Difficult Points：Have the practical ability to comprehensively apply the above Internet marketing methods.Chapter 11 Internet Products and Brands (supporting course objectives 1, 2, 3)11.1 Internet products and online customer value11.2 Influ

60、ence of network on product decisions11.3 New product development strategy of Internet marketing11.4 Brand building in the Internet environmentTeaching Requirements: By learning the content of this chapter, students should understand the Internet products; understand the basic characteristics of onli