MKTG 1050 - E-Marketing

Credit Hours: 3.00

Objectives:

1. Describe how the Internet has evolved.
2. Convey how the four Ps have been influenced by the Internet.
3. Explain how e-marketing fits into the overall marketing strategy.
4. Identify how e-mail developed into an important e-marketing tool.
5. Identify how mobile marketing became an important e-marketing tool.

Outcome 2: Upon completion of this course, students will be to explain how to use technology to implement various advertising tactics.

Objectives:

1. Explain how all elements of online advertising work together - including when to use online advertising, online payment methods, ad servers and advertising networks.
2. Analyze the difference between PPC (pay per click) and SEO (search engine optimization).
3. Detail how to prepare an e-mail campaign.
4. Illustrate how the three categories of mobile phones (SMS, MMS and USSD) fit into e-marketing.

Outcome 3: Upon completion of this course, students will be able to clarify how the internet and technology compliments a public relations plan.

Objectives:

1. Explain why it is important to engage in online conversations.
2. Describe how brands can best recover from an online threat.
3. Articulate the basic fundamentals of Web Public Relations (WebPR) using online press rooms.
4. Evaluate how search and social media can be used as a powerful tool for press releases.

Outcome 4: Upon completion of this course, students will be able to use technology to engage and communicate with customers.

Objectives:

1. Explain the fundamental concepts behind social media.
2. Demonstrate how creating content and sharing content work together.
3. Identify how crowdsourcing is used.
4. Explain the different types of viral marketing, steps before a campaign goes live and how to manage a viral campaign.
5. Describe how technology influences CRM (customer relationship management).
6. Illustrate how important online research panel are to research and how to get responses.

Outcome 5: Upon completion of this course, students will be able to incorporate strategic e-marketing practices into a marketing plan.

Objectives:

1. Explain what search engine optimization (SEO) is and how a web site needs to be structured.
2. Illustrate how key phrases fit into search engine optimization (SEO).
3. Describe how online copywriting works.
4. Define the fundamental concepts of web site usability.
5. Explain how to become visible to search engines.
6. Identify the basic fundamentals of Web analytics and conversion optimization including data tracking and collection.

1. Introduction to E-Marketing
2. E-Marketing Strategy

Advertising with Technology

1. Pay per Click Advertising
2. Online Advertising
3. Mobile Marketing
4. E-mail Marketing
5. Affiliate Marketing
6. Search Engine Marketing

Public Relations with Technology

1. Online Reputation Management
2. Web Public Relations

Using Technology to Engage & Communicate

1. Social Media
2. Crowdsourcing
3. Viral Marketing
4. Market Research
5. Customer Relationship Management

Strategic E-marketing Practices

1. Search Engine Optimization
2. Web Site Development and Design
3. Online Copywriting
4. Web Analytics and Conversion Optimization