HOME

International Program
University of California, Santa Barbara

References

Instructor

PLEASE NOTE:

Most of the readings and other materials on this site are protected under US copyright law, but are permitted for use here under the 2002 Technology Education and Copyright Harmonization Act. Please do not disseminate the materials or link to them.

Day 1:

• A Review of Today's Global Brands

• Internet Advertising Glossary

Online Exercise: Marketing Glossary (Key Terms: Acquisition Cost, Brand, Channel of Distribution, Competitive Advantage, Market, Market Segmentation, Market Share, Marketing Mix, Value Proposition)

    _____________________________________________

Day 2:

• What's CPM, CPC, CPA?
• World's Online Populations
• The Cell Phone as Currency

Online Exercise: Interactive Advertising Formats

    _____________________________________________

Day 3:

• Stealth Marketing
• Marketing Analysis of the Breakfast Cereal Industry

Online Exercise: Marketing Plan - Suckers! 
Online Exercise: New Marketing Research Resources

_____________________________________________

Day 4:

• More Online Music Stores Expected
• High Tech Media Marketing
• Bubble Bursts for E-Books

Online Exercise: Online Newsrooms

_____________________________________________

Day 5:

• Marketing Career Profile

• Sample US Salaries/Positions in Marketing

Online Exercises: Browse Marketing Career Links  

________________________________________________________________

      [ Course Homepage ]