Exploring Web Marketing and Project Management Interactive Workbook

Exploring Web Marketing and Project Management Interactive Workbook

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Appropriate for introductory Internet/World Wide Web courses.This book is designed to provide individuals with the core skills needed to meet the demands of the Web development and Internet community. This user-friendly interactive text provides competency in three key skill areas: 1. Web Business Management, from financial issues to project management and marketing. 2. Content Management, including user interface, authoring languages, multimedia and graphics. 3. Technical Management involving administration, protocols, performance, and security.
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Product details

  • Paperback | 682 pages
  • 178.3 x 235 x 47.2mm | 1,342.65g
  • Prentice Hall
  • Upper Saddle River, United States
  • English
  • 0130163961
  • 9780130163967

Table of contents

(NOTE: All chapters conclude with Test Your Thinking.)I. MARKETING AND COMMUNICATIONS. 1. Internet Marketing Basics. The Internet as a Communications Tool. Roles of Direct Marketing and Relationship Marketing.2. Internet Marketing: Planning, Targeting & Evolving. The Importance of Planning an Internet Marketing Effort. Defining Audiences and Targeting Information on the Web. The Evolution of Internet Marketing Efforts.3. Developing and Integrating Internet Communication Strategy. Four Forces Affecting Web Communication. Expense Justification and Return on Investment. Addressing Internal Issues in a Basic Strategic Internet Communications Plan. Addressing External Issues in a Basic Strategic Internet Communications Plan.4. Web Site Architecture. Using Mapping to Build Presentations. Determining and Mapping Information Exchanges and Presentations. Building Presentations Using Story Boards.5. Creative Strategies. Identifying Creative Concepts. Creative Evaluation. Creative Development. A WWW Critique Model.6. Promotion and Measurement. Promoting Internet Communication Efforts. Measuring Internet Communication Activities.7. Internet Marketing: Legal Issues. Establishing and Documenting Agreements in a Contract. Developing Web Content.II. EXPLORING WEB MARKETING AND PROJECT MANAGEMENT. 8. Project Life Cycle Basics. Goals of Successful Project Management. Comparing Project Management in Various Industries. Project Tasks. Project Life Cycle Formats.9. The Project Team. The Definition of a Team. Team Dynamics.10. Project Bids, Contracts, and Specifications. Bids. Contracts. Project Specifications.11. Creative Development. Content Identification. Graphic Design. Writing and Editing.12. Technical Development. Hardware/Software Requirements. Technical Brief. Programming and Testing.13. Launch/Post Launch Activities. Web Marketing Strategy. Documentation/Training. Internal Audit.14. Web Firm Start Ups. Evaluating Financing. Marketing. Work Flow. Reputation.Appendix: Answers to Self-Review Questions. Index.
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About Donald Emerick

Donald Emerick is an instructor at Merrimack College in Massachusetts and a member of WOW. Kimberlee Round is also a Merrimack instructor and a manager at Surf's Up Web Development. Susan Joyce is the president of www.job-hunt.org
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