When a new marketing medium emerges, in this case, the Internet, marketers have to adapt. No matter how marketing savvy they may have been in the use of traditional media, such as newspapers, magazines, radio, and television, the Internet is a whole new world. In this course, marketers will be brought up to speed in the fast-paced world of online branding by a thorough examination of the e-marketplace and its customers. Learners will explore the difference between traditional brands and cyberbrands as well as discover how to use the Web's interactivity to build strong online brands. The course also examines how consumers adopt brands in the Web environment and how marketers build strong brand relationships with consumers. If online branding seems perilous to you now, with this course as a guide, you can be assured of smooth sailing and a successful transition of your brands to the online world.
This course is for managers, brand managers, and marketing personnel who wish to build strong brands in the e-marketplace.