MRKT 275 - Marketing in a Virtual World

3 Credit: (3 lecture, 0 lab, 0 clinical) 3 Contact Hours: [Co-requisite: MRKT 233 ]

This course offers an overview of online marketing strategies and techniques. Main topics include operating in a global marketplace, online marketing to individuals with personalization services, traffic building, and branding. It features development of an e-commerce website. In addition, students visit, analyze, and discuss a host of websites.
OFFERED: odd-year spring semesters

Course Goals/ Objectives/ Competencies:
Goal 1: Explore the foundations of Internet marketing.

Examine Internet marketing as part of marketing communications mix.
Diagram the Internet value chain.
Investigate business models and strategies.

Goal 2: Examine essential Internet marketing tools.

Evaluate branding and video marketing.
Evaluate email marketing to build consumer and business relationships.
Explore search marketing-SEO and PPC.
Investigate social media marketing.

Goal 3: Develop Internet marketing strategies and programs.

Examine lead generation and conversion in B2B and B2C markets.
Practice customer relationship development and management.
Optimize customer service and support in web space.

Goal 4: Develop and maintain an effective web site.

Create a web site for a business.
Practice effective online marketing strategies.
Compare e-commerce sites.

Goal 5: Evaluate performance and opportunities.

Measure and evaluating a web marketing program.
Explore social and regulatory issues: privacy, security, and intellectual property.
Investigate mobile marketing and media convergence.