MKTG 1050 - E‑Marketing

Credit Hours: 3.00

Objectives:

1. Define digital marketing and its role in the marketing mix.
2. Describe how the Internet has evolved.
3. Convey how the four Ps have been influenced by the Internet.
4. Explain how e-marketing fits into the overall marketing strategy.
5. Understand and explain the difference between SEO and SEM.
6. Explain how all elements of online advertising and paid search work together.
7. Identify key performance indicators and how to use decisions to influence performance.

Outcome 2: Upon completion of this course, students will be able to use technology to engage and communicate with customers.

Objectives:

1. Explain the fundamental concepts of website usability and content strategy.
2. Explain why it is important to engage in online conversations.
3. Articulate the fundamentals of Web Public Relations (WebPR).
4. Explain the fundamental concepts behind social media.
5. Explain the value of creating and sharing content.
6. Analyze website content and navigation best practices..

Outcome 3: Upon completion of this course, students will be able to implement strategies into an e-marketing campaign using real world scenarios.

Objectives:

1. Create landing page content using copywriting best practices.
2. Select relevant keywords.
3. Write search ads.

• 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.

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

Using Technology to Engage & Communicate

1. Social Media
2. Online Reputation Management
3. Web Public Relations

Strategic E-marketing Practices

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