MKTG 1050 - E‑Marketing
Credit Hours: 3.00
Prerequisites: MKTG 1010
This course provides students with a broad understanding of concepts related to E‑Marketing and how to incorporate technology into a marketing strategy. Some of the topics covered in the class include e‑mail marketing, online advertising, social media, search engine marketing, and mobile marketing.
Billable Contact Hours: 3
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OUTCOMES AND OBJECTIVES
Outcome 1: Upon completion of this course, students will be able to incorporate technology into marketing strategy
- Describe how the Internet has evolved.
- Convey how the four Ps have been influenced by the Internet.
- Explain how e-marketing fits into the overall marketing strategy.
- Identify how e-mail developed into an important e-marketing tool.
- 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.
- Explain how all elements of online advertising work together.
- Analyze the difference between PPC (pay per click) and SEM (search engine marketing).
- Detail how to prepare an e-mail campaign.
- 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.
- Explain why it is important to engage in online conversations.
- Describe how brands can best recover from an online threat.
- Articulate the basic fundamentals of Web Public Relations (WebPR).
- 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.
- Explain the fundamental concepts behind social media.
- Demonstrate how creating content and sharing content work together.
- Identify how crowdsourcing is used.
- Describe how technology influences CRM (customer relationship management).
Outcome 5: Upon completion of this course, students will be able to incorporate strategic e-marketing practices into a marketing plan.
- Explain what search engine optimization (SEO) is and how a web site needs to be structured.
- Illustrate how key phrases fit into search engine optimization (SEO).
- Describe how online copywriting works.
- Define the fundamental concepts of web site usability.
- Explain how to become visible to search engines.
- Identify the basic fundamentals of Web analytics and conversion optimization including data tracking and collection.
COMMON DEGREE OUTCOMES (CDO)
• Communication: The graduate can communicate effectively for the intended purpose and audience.
• Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
• Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
• Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
• Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
• Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.
CDO marked YES apply to this course:
Critical Thinking: YES
Information Literacy: YES
Quantitative Reasoning: YES
COURSE CONTENT OUTLINE
Overview of E-marketing
- Introduction to E-Marketing
- E-Marketing Strategy
Advertising with Technology
- Pay per Click Advertising
- Online Advertising
- Mobile Marketing
- E-mail Marketing
- Search Engine Marketing
Public Relations with Technology
- Online Reputation Management
- Web Public Relations
Using Technology to Engage & Communicate
- Social Media
Strategic E-marketing Practices
- Search Engine Optimization
- Web Site Development and Design
- Online Copywriting
- Web Analytics and Conversion Optimization
Official Course Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088
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