Exploring Web Marketing and Project Management Interactive Workbook

About

Features

• Written in a lively, non-intimidating tone.

• Encourages students to think like working professionals.

• Challenges students by offering real-world examples—similar to those experienced by a working pro.

• Supporting Web-site, with sample code.

• HTML versions of the material are available. The WOW-certified Study Guides will be made customizable through Prentice Hall's Custom Publishing Program.

• Endorsed by the World Organization of Webmasters—A non-profit organization dedicated to the support of individuals and organizations who create, manage, or market Web-sites.



Description

• Copyright 2000
• Edition: 1st

• Book
• ISBN-10: 0-13-016396-1
• ISBN-13: 978-0-13-016396-7

• 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 expert's 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, you'll 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 you're 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 communications

Exploring Web Marketing and Project Management is great for hands-on classroom use, self-paced study toward certification, or just as a practical guide for anyone who wants to do business on the Worldwide Web.

About the Foundations of Web Site Architecture Series

Endorsed by WOW, The World Organization of Webmasters, these fully interactive workbooks-and their companion websites at www.phptr.com/phptrinteractive.com-give you the core skills you need to manage content, business, and technology on the Worldwide Web. They are building blocks in Prentice Hall's comprehensive curriculum for professional Webmaster certification.

About WOW

The World Organization of Webmasters is a professional organization with thousands of members and affiliates worldwide. Started as a non-profit organization, WOW was created to enhance the role and position of those individuals who create, manage, maintain, and market websites. This support is provided through membership in WOW. For more information on becoming a member, please visit, www.world-webmaster.org



Sample Content

Downloadable Sample Chapter

Click here for a sample chapter for this book: 0130163961.pdf

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.



Updates

Online Support

www.phptr.com/emerick

Submit Errata

