Peer Review

Web Marketing Tutorial & Guide

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Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:: This module is an introductory guide to marketing a web site. It presents basic
information such as definitions of terminology and descriptions on how online
tools work. This website is a marketing tutorial that covers the following
areas:

* search engine optimization
* search engine advertising
* reciprocal link programs
* site search
* e-mail newsletters
* offline marketing programs
* affiliate marketing programs (outline only with links to information)
Type of Material:: This is an online tutorial consisting of a series of online lecture-type
material with links to resources and additional readings.
Recommended Uses:: Recommended use of this material is via self-study. However, instructors can
use the content as background support for forming mini-lessons on Internet
marketing. Material can be used to support student homework assignments and
projects.
Technical Requirements:: None.
Identify Major Learning Goals:: The major learning goal is to learn how to attract visitors to web sites and
keep them coming back. A secondary goal is to provide information on web site
design for effective web marketing and management.
Target Student Population:: Graduate and undergraduate students of Internet marketing, e-marketing,
e-commerce, entrepreneurship, and integrated marketing communications.
Prerequisite Knowledge or Skills:: Students should be familiar with basic principles of marketing or marketing
management.

Rating:
Strengths:: The module appears to be evolving with future topics to be included such as:
proactive email campaigns, marketing metrics, on-line PR including discussion
forums and chat rooms, "viral" (on-line word-of-mouth) marketing, micro sites
and content syndication. The module is very current and captures the latest
trends in Internet marketing. It is also clear, concise, and easy to read.
Concerns:: There is simply a lot of content on this website and it could be perceived as
overwhelming to a student. Some of the resources found on the website are a bit
dated (e.g., 2001) however the content is quite good nonetheless. As with many
"free" sites, it sells the author's consulting services as part of the site
offerings.

Rating:
Strengths:: The greatest strength of this module is the flexibility provided to the
instructor. It can be used as reference material for either the instructor or
student or it can serve as self-study material.
Concerns:: None.

Rating:
Strengths:: The navigational system is simple and easy to use. The site has a clean layout
and design. When finished with a lesson, users are guided back to the "Web
Marketing Tutorial & Guide" main page of the site. Users can follow lessons in
order or skip around to topics that they like. In addition "printer-friendly"
versions of each lesson are provided.
Concerns:: None.

Other Issues and Comments:: An excellent and inclusive resource if the author continues to keep the site
updated. The site is commercially-oriented, but has many possible uses in an
academic environment. It would provide an excellent introductory module for an
Internet Marketing unit.
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