MKTG 240 eMarketing • 5 Cr.
Provides an overview and in depth understanding of the principles and practices of using the internet to market goods and services. Includes learning in the areas of ethical and legal issues surrounding eMarketing. Emphasizes processes for planning and implementing an eMarketing strategy. Prerequisite: MKTG 154. Recommended: BUS& 101 and MKTG 110.
After completing this class, students should be able to:
- Demonstrate an understanding of the growth and integration of eMarketing by reviewing the historical development of marketing on the web, and exploring different types of websites, social media and social networking sites, blogging, wikis, Mash-ups and Virtual Worlds.
- Contrast twenty-first century advertising and public relations vs. traditional media; discussing strengths, weakness, opportunities, and threats.
- Analyze and embrace emerging market opportunities, applications, technologies, and the future of the web in reference to social networking sites and marketing.
- Explain the importance of strategic web site design.
- Explain the organizational environment of e-Marketing including the people and business functions that are necessary to collaboratively deliver optimum value to an organization and its customers via e-Marketing.
- Specify strategic pricing strategies as a marketing tool appropriate for selling products and services over the internet.
- Evaluate the impact of external and internal environmental factors of eMarketing.
- Evaluate methods of measuring for success and the effectiveness of eMarketing strategies, including traffic analysis, electronic media, and branding.
- Understand the major ethical concerns impacting e-Marketing and customers in this business environment along with how industries are addressing ethical these concerns, and specify working strategies to address those concerns.
- Summarize how eMarketing and technology trends are impacting business.CCZD