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 * Thanks for your various feedbacks, it was a real pleasure lecturing you, reading what you had to say it seems a bit sad that you did not share during the classes.. but perhaps i did not give you enough space to do so. Next course in jan there will be more space for you to react and most of to disagree - lor.

See below more details on your assignmen t

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September Grenoble outline more detailed here below in your wiki ** else see it in your moodle, or best of it more dynamic at []

Based on a quote by Prof Ted Levitt, HBS „A powerful force drives the world towards a converging commonality and that force is technology“
 * Global Marketing and Strategy **

Intro

Marketing on the Internet, partly based on slides at []

· **promote a website through metatags; usage of google adwords and analytics, pay per click marketing** SEO and the hidden world of a website – the technical backbone of a website, beyond design techniques but into customers perception, market watch, the world wide and the local internet. Keywords and tagging – the importance of tags in today’s internet, the ability to read trends and customers behavior to succeed with your website. Users themselves create value through tagging. Rules and regulations, do’s and don’ts for SEO in a borderless internet – some of the creative ideas which seem to make sense but are no go’s

It’s a google world, google sets new standards of global branding and imagine. Today one of the most powerful companies in opinion building Google ranking the new world standard for business success in cyberspace or what is the problem of all Britney Spears being the most important woman in the internet? Google invents pay per click and reinvents advertisment. Looking at the details on how google adwords works.
 * · gobal marketing positioning in google **

Web 2.0 opens up a new are of marketing, the inclusion of the audience, the social feedback systems, the trust into the unknown out there. The Net Gen client, so different from all the generations before. Memberfeeling in todays marketing. Digital footprints everywhere for successful branding. Viral marketing through movies, games. Content becomes king. Twitter the latest killer application, the why, the how and the now. Web2.0 contributes as well to image
 * · how to use latest web applications, specifically web2, for marketing **

From Encyclopedia Britannica to Encarta and Wikipedia, different business models and very different marketing strategies
 * Sidestory 1 **

Crowdsourcing opens up totally new business models NOT only for marketing. Crowdsourcing replacing the R&D department Partly based on slides at [] support as well from []
 * · globalization – from outsourcing to crowdsourcing **

From Woodstock to Marillion.com or how to turn thieves in invenstors (download vs devoted fans paying for a new record) – how a whole industry had to reinvent itself thanks to internet technology and mindset change. A look at the british band Marillion and how they managed to turn the web to their favor (check as well on french band ....) Based on slides at [] the car chanegd not only how people moved around, but it had a huge influence on city building, on travel industry etc so has the web2 and with it file sharing p2p [] What about your favorite band?
 * Sidestory 2 **

Niche marketing is king, the internet enables to reach any corner of the world Supported through slides at
 * · long tail marketing possible using the internet **

SEO and longtail – landing page as a solution to target the niche markets Workshop exercise
 * · usage of landing pages to promote your product **

the xings, nings, plaxos and facebooks of today’s www. You know somebody who knows somebody
 * · networking is king **

The marketing of I – on the how and the why to promote yourself http://www.123people.ch/s/lukas+ritzel The starbucks, the dyson and the harley story
 * Sidestory 3 **
 * · creativity marketing and story telling on case stories like Harley Davidson, Dyson etc **

The merge of off and online. Relevant marketing possible through digital codes and mobilephones and creative usages http://www.newmediabytes.com/2008/04/09/how-to-create-and-use-qr-codes-for-your-newspaper/ Some cool samples and stories of products and applications which first appeared Online and now are applied to the offline world On is cool, some cool samples of cool online marketing campaigns and technologies
 * · latest technologies like QR codes which bridge the offline marketing world with the online world **
 * · how the online world influences the off line marketing world (on becomes off) **

[] Seth Godin argues the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people the power to lead and make big change. He urges us to do so. [] a closer look at the competencies, talents and mindset which enable to use those new technologies as if they have always exisited. NetGen and more stories, what would 'Knigge' say. ** Delivery in PDF/ Powerpoint or Prezi (link). Minimum at 3 * A4 or some 5-7 slides with note pages. Can as well be more BUT not quantity or form will give your grade but relevance, technical understanding of the subject and creativity applied in using the below marketing tools. The idea on a business is NOT graded, only the way different marketing techniques are used to promote the idea, product or service. The business does NOT need to be a online business itself. Every business idea must be carefully researched if already in existence and if yes, to avoid to copy same marketing strategies. No text should be copied from the internet (lecturer is using sw turn-it in to screen for copy-paste) **
 * · tribes and marketing (based on Seth Godins book) **
 * . know the audience
 * Assignment, deadline October 22 at midnight, 2009

Each student comes up with a business idea and supports it through a newly launched website. Now the website stands and the real work starts.

HOW To make it a successful globally recognized website and how to reach the target audience. The student then covers 5 out of 6 of the below listed techniques which have been discussed in class and must propose in form of a research paper what and how he/she would proceed

SEO - define the major tags needed for your new website, suggest title, description and keywords (explain your choice)

Linking - suggest some major portals international and local to which you would like your site linked to (explain your choice)

Pay per Click - Suggest a facebook ad for a budget of 20 usd per day, suggest target audience (and explain), suggest design and words (research on restrictions and possible format)

Web2 markting - Suggest 4 different ways of how to use web2.0 to market your website (for each come up with a strategy, explain the how, the what and the why)

Long Tail - come up with some Long tail ideas to market your business through 2 specific landing pages, suggest design, domain name and metatags for your landing pages

Twitter - Suggest some innovative ways on how to use twitter in a different way as shown in class to promote your business proposal or build a tribe

Lukas O Ritzel lukas.ritzel@imi-luzern.com  Head of Marketing Switzerland & Web Strategist Seeacherweg 1, 6047 Kastanienbaum - Lucerne – Switzerland T: ++4141 349 64 21 F: ++4141 349 64 64 contact website for mobile devices [] skype: lritzel official IMI twitter account [] meet us in Facebook [|www.facebook.com/imi.luzern]  internet: www.imi-luzern.com & www.ici-luzern.com for culinary
 * IMI University Centre, International Hotel Management Institute Switzerland, Lucerne **