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.
- Explain the fundamental concepts of website usability and content strategy.
Outcome 2: Upon completion of this course, students will be able to use technology to engage and communicate with customers.
- Explain why it is important to engage in online conversations.
- Articulate the fundamentals of Web Public Relations (WebPR).
- Explain the fundamental concepts behind social media.
- Explain the value of creating and sharing content.
- Analyze website content and navigation best practices.
Outcome 3: Upon completion of this course, students will be able to incorporate strategic e-marketing platforms into a marketing plan.
- Understand and explain the difference between SEO and SEM.
- Explain how all elements of online advertising and paid search work together.
- Create landing page content using copywriting best practices.
- Select relevant keywords.
- Write search ads.
- Explain how to become visible to search engines.
Outcome 4: Upon completion of this course, students will be able to identify basic performance indicators for e-marketing platforms.
- Identify key performance indicators for various e-marketing platforms including websites, online advertising, e-mail, searches, social media, and mobile.
COMMON DEGREE OUTCOMES (CDO)
CDO marked YES apply to this course:
- 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.
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
Using Technology to Engage & Communicate
- Social Media
- Online Reputation Management
- Web Public Relations
Strategic E-marketing Practices
- Search Engine Optimization
- Web Site Development and Design
- Online Copywriting
- Web Analytics and Conversion Optimization
Primary Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088
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