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College Catalog 2021-2022 [ARCHIVED CATALOG]

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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

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.
  2. Analyze the difference between PPC (pay per click) and SEM (search engine marketing).
  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).
  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. 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.

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.
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:
Communication: YES
Critical Thinking: YES
Information Literacy: YES
Quantitative Reasoning: YES
COURSE CONTENT OUTLINE
Overview of E-marketing

  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. 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

Strategic E-marketing Practices

  1. Search Engine Optimization
  2. Web Site Development and Design
  3. Online Copywriting
  4. Web Analytics and Conversion Optimization
Primary Faculty
Beauchamp-Doll, Monique
Secondary Faculty
Rice, Joe
Associate Dean
Johnson, Elise
Dean
Balsamo, Michael

Official Course Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088


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