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.
Semesters Offered: odd-year spring semesters

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

Examine Internet marketing as part of the 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 the web space.

Goal 4: Develop an effective website.

Create a website for a business.
Practice effective online marketing strategies.
Explain ways marketers maintain effective websites.
Compare e-commerce sites.

Goal 5: Evaluate performance and opportunities.

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

Goal 6: Display brand imagery in relationship to an omnichannel strategy.

Create a brand book.
Understand brand unity.
Develop a value proposition.
Apply consistent brand imagery on a webpage.