Exploring web marketing and project management

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Title:

Personal Author:

Emerick, Donald

Publication Information:

New Jersey : Prentice Hall, 2000

ISBN:

9780130163967

Subject Term:

Electronic commerce -- Case studies

Added Author:

Round, Kimberlee

Joyce, Susan

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000004266668	HF5548.32 E436 2000	Open Access Book	Book	Searching... Unknown
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*Develop an Internet business strategy *Build a winning project team *Work toward your Webmaster Certification Total Management Strategies for Web-based Projects. Written by Donald Emerick and Kim Round with Susan Joyce Get the experts view on marketing and communications for the Web. Learn insiders tips for developing and implementing a business plan that works in the online community, then follow through by learning how to build a great project team and manage clients, workers, and technology to achieve your goals. With this interactive workbook, youll be creating your own real outline as you work through the case studies, exercises, and labs that underscore the reading in each section. By the time youre through, you will have a complete work plan to refer to as you manage your next project. Exploring Web Marketing and Project Management gives you the skills to: *Turn your creative vision into a marketing strategy and find the technology to support it *Reach the clients that are right for your business *Develop your plans into reality *Manage the project, the team, and the client *Get to the product launch-and through it *Understand the special legal issues surrounding Internet c

Author Notes

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

From the Editor	p. xv
Executive Foreword	p. xvii
Introduction	p. xix
About the Authors	p. xxv
Part I Marketing and Communications
Chapter 1 Internet Marketing Basics	p. 1
Lab. 1.1 The Internet as a Communications Tool	p. 2
1.1.1 Evaluate How Your Organization Communicates	p. 3
1.1.2 Evaluate How a Live Web Site Communicates	p. 4
Lab 1.2 Roles of Direct Marketing and Relationship Marketing	p. 10
1.2.1 Understand the Roles of Direct Marketing and Relationship Marketing	p. 15
1.2.2 Understand the Concept of Customization	p. 16
1.2.3 Understand the Simple Mechanics of Internet Marketing	p. 17
1.2.4 Identify and Evaluate Your Favorite Web Site	p. 18
Chapter 1 Test Your Thinking	p. 25
Chapter 2 Internet Marketing: Planning, Targeting and Evolving	p. 27
Lab 2.1 The Importance of Planning an Internet Marketing Effort	p. 29
2.1.1 The Importance of Planning	p. 34
2.1.2 Utilizing the Five Ws and One Big H in Web Communication	p. 35
Lab 2.2 Defining Audiences and Targeting Information on the Web	p. 42
2.2.1 Understand the Concept of Defining an Audience	p. 44
2.2.2 Understand the Targeting of Your Favorite Web Site	p. 44
2.2.3 Understand How Targeting Is Used on the Web	p. 44
Lab 2.3 The Evolution of Internet Marketing Efforts	p. 51
2.3.1 Understanding the Evolution of Internet Marketing Efforts	p. 54
Chapter 2 Test Your Thinking	p. 59
Chapter 3 Developing and Integrating Internet Communication Strategy	p. 61
Lab 3.1 Four Forces Affecting Web Communication	p. 63
3.1.1 Determining Strategy/Vision, Needs/Use, Tactics, and Economics	p. 65
3.1.2 The Business Application of These Four Issues	p. 66
Lab 3.2 Expense Justification and Return on Investment	p. 74
3.2.1 Understand the Cost of Communication	p. 79
3.2.2 Assign Value to Communication	p. 79
3.2.3 Understand Fixed Versus Variable Costs in Traditional and Internet Communication	p. 80
3.2.4 Justify Internet Communication Based on Delivery Costs and Value	p. 80
3.2.5 Assign Costs to Traditional Media	p. 80
3.2.6 Justifying Internet Communication Based on Replacing Current Communication Efforts	p. 81
Lab 3.3 Addressing Internal Issues in a Basic Strategic Internet Communications Plan	p. 89
3.3.1 Assessing and Strategizing for Your Organization	p. 92
3.3.2 Assess and Strategize Existing Internal and Competitive Use of the Internet	p. 92
3.3.3 Assess and Strategize Internal Staffing and Capabilities	p. 93
3.3.4 Assess and Strategize Enhancing Functional Processes Using Internet Communication	p. 93
Lab 3.4 Addressing External Issues in a Basic Strategic Internet Communications Plan	p. 101
3.4.1 Assess the Strategies of External Parties	p. 104
3.4.2 Involve E-Commerce Vendors	p. 105
Chapter 3 Test Your Thinking	p. 112
Chapter 4 Web Site Architecture	p. 113
Lab 4.1 Using Mapping to Build Presentations	p. 115
4.1.1 Describing Movements in the Physical World	p. 116
4.1.2 Mapping in the Physical World	p. 117
4.1.3 Provide Directions on the Internet	p. 119
4.1.4 Map a Web Site Visit	p. 119
Lab 4.2 Determining and Mapping Information Exchanges and Presentations	p. 129
4.2.1 Catalog Current Successful Communications	p. 130
4.2.2 Map Current Communications	p. 131
4.2.3 Converting Traditional Information Exchanges to Internet Exchanges	p. 137
Lab 4.3 Building Presentations Using Story Boards	p. 149
4.3.1 Putting Audience Objectives First	p. 151
4.3.2 Create Story Boards	p. 151
4.3.3 Using Story Boards for Internet Presentation Architecture	p. 153
Chapter 4 Test Your Thinking	p. 179
Chapter 5 Creative Strategies	p. 181
Lab 5.1 Identifying Creative Concepts	p. 183
5.1.1 Understand Look, Feel, and the Big Idea	p. 185
5.1.2 Identifying Audience Appeal and Engagement	p. 186
5.1.3 Identifying Branding Activities	p. 187
Lab 5.2 Creative Evaluation	p. 195
5.2.1 Identify Text Usage in Creative Strategy	p. 196
5.2.2 Assess Visuals in Creative Strategy	p. 197
Lab 5.3 Creative Development	p. 202
5.3.1 Brainstorm the Evaluation of a Product or Organization	p. 205
5.3.2 Brainstorm the Targeted Audience Solutions	p. 205
5.3.3 Build Connections and Visualization	p. 205
5.3.4 Repurpose Information	p. 206
5.3.5 Understand the Importance of Copywriting	p. 206
Lab 5.4 A WWW Critique Model	p. 212
5.4.1 Rating a Good, Ugly, and Bad Web Site	p. 213
Chapter 5 Test Your Thinking	p. 217
Chapter 6 Promotion and Measurement	p. 219
Lab 6.1 Promoting Internet Communication Efforts	p. 221
6.1.1 Understand Traditional Media Promotion	p. 227
6.1.2 Understand Search Engine Positioning	p. 227
6.1.3 Understand Directory Listings	p. 228
6.1.4 Understand Banners and Buying Links	p. 229
6.1.5 Understand Relationship Links	p. 229
Lab 6.2 Measuring Internet Communication Activities	p. 243
6.2.1 Understand Web Site Usage Reporting	p. 245
6.2.2 Understand Cookies that Compile	p. 246
6.2.3 Profiling People	p. 246
Chapter 6 Test Your Thinking	p. 252
Chapter 7 Internet Marketing: Legal Issues	p. 253
Lab 7.1 Establishing and Documenting Agreements in a Contract	p. 255
7.1.1 Describe the Three Basic Elements of a Contract	p. 263
7.1.2 Evaluate a Contract	p. 264
Lab 7.2 Developing Web Content	p. 269
7.2.1 Copyright and Trademarks	p. 283
7.2.2 The Five Basic Sources of Web Content	p. 284
7.2.3 Safe Outbound Linking Strategies	p. 286
7.2.4 Advertising on the Internet	p. 286
Chapter 7 Test Your Thinking	p. 294
Part II Exploring Web Marketing and Project Management
Chapter 8 Project Life Cycle Basics	p. 295
Lab 8.1 Goals of Successful Project Management	p. 297
8.1.1 Identify Client Goals	p. 299
8.1.2 Identify Contractor Goals	p. 299
Lab 8.2 Comparing Project Management in Various Industries	p. 303
8.2.1 Compare Web Project Management to Construction Project Management	p. 304
8.2.2 Compare Web Project Management to Software Development Project Management	p. 306
Lab 8.3 Project Tasks	p. 311
8.3.1 Identify Creative Tasks	p. 312
8.3.2 Identify Technical Tasks	p. 314
8.3.3 Identify Administrative Tasks	p. 316
8.3.4 Identify Marketing Tasks	p. 317
Lab 8.4 Project Life Cycle Formats	p. 325
8.4.1 Understand the Flow of Project Events	p. 327
8.4.2 Identify the Team Members Involved with Each Project Phase	p. 332
Chapter 8 Test Your Thinking	p. 341
Chapter 9 The Project Team	p. 343
Lab 9.1 The Definition the Project Team	p. 345
9.1.1 Define the Writing Process	p. 347
9.1.2 Define the Artistic Process	p. 347
9.1.3 Define the Engineering Process	p. 348
9.1.4 Define the Marketing Process	p. 348
9.1.5 Determine How Divergent Processes Interface	p. 349
Lab 9.2 Team Dynamics	p. 354
Chapter 9 Test Your Thinking	p. 372
Chapter 10 Project Bids, Contracts, and Specifications	p. 373
Lab 10.1 Project Bids	p. 376
10.1.1 Qualify the Client	p. 379
10.1.2 Create a Client Questionnaire	p. 383
10.1.3 Determine Client Organization	p. 386
10.1.4 Write a Project Profile	p. 389
10.1.5 Determine a Flat versus Time/Materials Bid	p. 392
Lab 10.2 Contracts	p. 402
10.2.1 Identify Project Pitfalls	p. 403
10.2.2 Create a Work Order	p. 407
10.2.3 Evaluate a Sample Contract	p. 410
Lab 10.3 Project Specifications	p. 421
10.3.1 Establish Web Site Hierarchy	p. 436
10.3.2 Write a Project Description	p. 439
10.3.3 Identify a Project Budget and Schedule	p. 440
Chapter 10 Test Your Thinking	p. 451
Chapter 11 Creative Development	p. 453
Lab 11.1 Content Identification	p. 456
11.1.1 Conduct a Client Creative Interview	p. 457
11.1.2 Establish Branding	p. 460
11.1.3 Identify the Main Ideas	p. 462
11.1.4 Storyboard the Web Site	p. 464
Lab 11.2 Graphic Design	p. 471
11.2.1 Write a Creative Brief	p. 473
11.2.2 Invite Feedback	p. 476
11.2.3 Identify Site Look and Feel	p. 478
11.2.4 Create Finalized Graphics	p. 480
Lab 11.3 Writing and Editing	p. 488
11.3.1 Oversee Writing	p. 489
11.3.2 Oversee Editing	p. 491
11.3.3 Oversee Proofing	p. 494
Chapter 11 Test Your Thinking	p. 499
Chapter 12 Technical Development	p. 501
Lab 12.1 Hardware/Software Requirements	p. 504
12.1.1 Identify Server Requirements	p. 506
12.1.2 Identify Connectivity Requirements	p. 509
12.1.3 Identify Operating System	p. 511
12.1.4 Identify Middleware Requirements	p. 513
12.1.5 Identify User Requirements	p. 515
Lab 12.2 Technical Brief	p. 522
12.2.1 Write Programming Plan	p. 530
12.2.2 Write Test Plan	p. 532
12.2.3 Invite Client Feedback	p. 534
Lab 12.3 Programming and Testing	p. 542
12.3.1 Oversee Coding	p. 563
12.3.2 Oversee Testing	p. 566
Chapter 12 Test Your Thinking	p. 572
Chapter 13 Launch/Post Launch Activities	p. 573
Lab 13.1 Web Marketing Strategy	p. 574
13.1.1 Define Marketing Communications Objectives and a Promotional Mix	p. 579
13.1.2 Promote a Web Site with an Existing Promotional Mix	p. 581
13.1.3 Identify Marketing and Promotional Opportunities on the Web	p. 583
Lab 13.2 Documentation/Training	p. 590
13.2.1 Supply Site Administration Documentation	p. 591
13.2.2 Provide Training	p. 594
13.2.3 Develop a Maintenance Agreement	p. 596
Lab 13.3 Internal Audit	p. 601
Chapter 13 Test Your Thinking	p. 612
Chapter 14 Web Firm Start Ups	p. 613
Lab 14.1 Evaluating Financing	p. 617
14.1.1 Analyze Current Resources	p. 618
14.1.2 Determine Need for Outside Investors	p. 621
Lab 14.2 Marketing	p. 627
14.2.1 Utilize Networking Opportunities	p. 629
14.2.2 Develop Strategic Partnerships	p. 632
14.2.3 Analyze Advertising Options	p. 634
Lab 14.3 Work Flow	p. 641
14.3.1 Keep Business Coming In	p. 643
14.3.2 Determine Personnel Requirements	p. 645
Lab 14.4 Reputation	p. 651
14.4.1 Charge Clients Fairly	p. 652
14.4.2 Underpromise and Overdeliver	p. 654
14.4.3 Understand the Value of Firm Reputation	p. 657
Chapter 14 Test Your Thinking	p. 662
Appendix Answers to Self-Review Questions	p. 663
Index	p. 675

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