George Mason University

Online Marketing 

Objectives

  • To identify customers.
  • •To differentiate online customers
  • To examine the advantages of tailored communications
  • To review data on effectiveness of tailored communications

Readings

  1. Read Peppers D, Rogers M, Dorf B.  One to One Field Book.  Chapter 3 pages 24 to 55. 
  2. Read Peppers D, Rogers M, Dorf B.  One to One Field Book.  Chapter 4 pages 56 to 92.
  3. Read Peppers D, Rogers M, Dorf B.  One to One Field Book.  Chapter 5 pages 93 to 123.
  4. Read Peppers D, Rogers M, Dorf B.  One to One Field Book. Chapter 6 pages 124 to 155.

Examples

Presentations

The following additional resources are available to help you think through this lecture:

  1. Listen to presentation on how to send mass emails tailored to individuals
  2. See slides with no voice

Listening to presentation requires access to Flash software.

What Do You Know?

No assignments, focus on your project.

Always remember that one indication of your participation in the class is your active formulation of questions about the lecture topic.  Your questions help your instructor gauge your understanding of the topic.  In addition, they help you get more information.  The answers to your questions are posted on the web, in the lecture in which you asked the question, under the section titled:  Recently Asked Questions.

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Learn one, teach one

One of the best ways to master a topic is to teach it.  By presenting two of these chapters, you get to have in-depth understanding of the topic.  For the chapter you plan to present, prepare a slide show.  Bring the slides show to the class or mail it on a compact disk to the instructor.  Your presentation will be judged successful to the extent that you can solicit your colleagues comments and input.   Please be prepared to present two of the chapters in the following list on two separate Power Point slides: 

  • One to One Field Book.  Chapter 3 pages 24 to 55.
  • One to One Field Book.  Chapter 4 pages 56 to 92.
  • One to One Field Book.  Chapter 5 pages 93 to 123.
  • One to One Field Book.  Chapter 6 pages 124 to 155.

Please read the entire 4 chapters and not just the chapters assigned to you.

More

 

This page was created by Farrokh Alemi, Ph.D.  Last revised on 10/22/2011.  This page is part of the course on Electronic Commerce and Online Market for Health Services.  This is the session on Online Marketing.