Are you thinking about moving a product into the e-marketplace; that is, sell it on the Internet? This course will provide the learner with a comprehensive overview of the effects the Internet has on marketing a particular brand. Beginning with a brief review of the basics of branding, the learner will then move on to explore how, using traditional principles, today's e-marketers are refining older paradigms to create successful, online brands. To present the full scope of online branding, the learner will examine the unique characteristics of the e-marketplace, the e-customer, and the effect technology has had on brand messages. If you are already a brand manager, you will discover a fresh perspective regarding just who should be building brands on the Web and content ideas for a Web presence. Regardless of your title, you will also examine the factors to consider when entering the global marketplace of the Web and how to evaluate the success of an online brand. The sum total will be a thorough grounding in the principles needed to gain the success your online brand deserves.
This course is an overview for managers, brand managers, and marketing personnel who wish to build strong brands in the e-marketplace.