Course: Internet Marketing Strategy - Industry Trend or Event

Industry Standard, The, Oct 9, 2000 by Kathi Black

LOCATION: Owen Graduate School of Management at Vanderbilt University

INSTRUCTOR: Donna Hoffman

CLASS SIZE: 40

DESCRIPTION: Hoffman introduced this class in 1994, making it, she says, America's oldest e-commerce course. In the last six years, the Internet has only gotten messier. Hoffman tries to teach students how to find order in that chaos by analyzing various e-marketing proposals to see what sort of patterns emerge. Ultimately, she says, she wants "to get students to think about the Internet in terms of strategy."

The required text this semester is Ward Hanson's Principles of Internet Marketing, but Hoffman recommends several other books to her students. One of her favorites isn't even a book but a downloadable PDF file from Morgan Stanley Dean Witter called "The Internet Company Handbook," which details the financial ins and outs of 146 Internet companies.

Hoffman is also a fan of Michael Lewis. "[I] love, love The New New Thing. It's a fascinating glimpse into life in the Valley from ... someone who flies in a different orbit. It helps students understand what it'll be like out there, the thinking at the top," she says.

BOOKS

Clicks and Mortar: Passion Driven Growth In an Internet Driven World by David Pot-truck and Terry Pearce (Jossey-Bass)

Connections: New Ways of Working in the Networked Organization by Lee Sproull and Sara Kiesler (MIT Press)

Designing Web Usability: The Practice of Simplicity by Jakob Nielsen (New Riders)

Electronic Marketing and the Consumer by Robert Peterson (Sage)

Enterprise One to One: Tools for Competing in the Interactive Age by Don Peppers and Martha Rogers (Doubleday)

Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge by Geoffrey Moore (HarperBusiness)

Life on the Screen: Identity in the Age of The Internet by Sherry Turkle (Touchstone)

The Media Equation: How People Treat Computers, Television and New Media Like Real People and Places by Byron Reeves and Clifford Nass (Cambridge)

The New New Thing: A Silicon Valley Story by Michael Lewis (Norton)

New Rules for the New Economy: 10 Radical Strategies for a Connected World by Kevin Kelly (Viking Press)

Principles of internet Marketing by Ward Hanson (South-Western College)