Course Description
Introduces electronic commerce distribution channels, web-based marketing and promotion, and online marketing strategies for customer acquisition and retention. Includes business models used for Internet marketing, and techniques and methods for online market research and Internet marketing strategies based on the marketing mix.
Course Objectives
- Analyze the environment, terminology, and future potential of Internet marketing
- Evaluate the ethical and legal aspects of Internet marketing
- Examine Internet marketing strategies for customer acquisition and retention
- Apply Internet marketing strategies focused on the marketing mix
- Evaluate web-based marketing and promotion approaches
Week 1
Lecture: View lecture Introduction
Lecture: View lecture History of Internet Marketing.
Lecture: View lecture Social Media and Web 2.0
Lecture: View lecture Planning Internet Marketing
Lecture: View lecture Defining Tactics and Goals
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Explain how the advances in Internet and information technology offer benefits and challenges to consumers, businesses, marketers, and society
- Describe the importance of strategy and strategic planning as it relates to e-marketing
- Become familiar with the history and main types of Internet marketing, including social media
Week 2
Lecture: View lecture Creative Development
Lecture: View lecture Exploring Creative Planning
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Describe the nature and importance of an e-marketing plan and the steps required
- Discuss overall trends in Internet access, usage, and purchasing around the world
- Review the special challenges of Internet marketing in the context of globalization
- Identify current and emerging ethical and legal issues among organizations, consumers, and other stakeholders
- Examine how to plan a new website and the steps of creative development through proper planning
Week 3
Lecture: View lecture Web Standards and Conventions
Lecture: View lecture Principles of Design
Lecture: View lecture Testing Creative
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Compare and contrast online marketing research and traditional marketing research methods
- Describe the context in which online consumer behavior occurs, the characteristics and resources of online consumers, and the outcomes of the online exchange process
- Identify web standards, conventions, and principles of design
Week 4
Lecture: View lecture How to Make Your Website Valuable and Relevant
Lecture: View lecture Writing Winning Web Content
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Examine the various bases for market segmentation and the classifications and characteristics of e-marketing segments
- Describe utility, likability, usability, speed, and appropriate content in building websites
Week 5
Lecture: View lecture Affiliate Networks
Lecture: View lecture Adding Components to a Website
Lecture: View lecture Why Tracking is Vital
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Analyze the development of products that capitalize on the Internet’s properties and technology by delivering online benefits through branding, support services, and labeling
- Describe both the buyer’s and seller’s perspective of pricing online.
- Describe affiliate networks and models, widgets, and tracking
Week 6
Lecture: View lecture Unique Value Propositions, Calls-to-Action, and Messaging
Lecture: View lecture Affiliate Marketing for Publishers
Lecture: View lecture Creating Effective Messaging
Lecture: View lecture Creating Winning Visual Ads and Graphics
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Learn how the Internet is used as a distribution channel while identifying channel members and analyzing the functions they perform in the channel
- Describe the Internet as a tool for efficiently and effectively exchanging marketing communication messages between marketers and their audiences
- Learn appropriate communications and language to engage potential consumers of a website
Week 7
Lecture: View lecture Defining Search Marketing
Lecture: View lecture How Search Engines Work
Lecture: View lecture Overview of Search – Organic
Lecture: View lecture Overview of Search – Paid
Lecture: View lecture Marketing Tactics for Social Media, Blogs, and Podcasts
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Describe the growing number of social media sites and their use and effectiveness for marketing communication campaigns
- Learn how the Internet is a medium for efficiently and effectively exchanging marketing communication messages between marketers and their audiences
- Identify the basics of search engines and how they work
Week 8
Lecture: View lecture Search Engine Optimization – Part I, On-Page
Lecture: View lecture Search Engine Optimization – Part II, Off-Page
Lecture: View lecture Pay Per Click – Keywords and Bidding
Lecture: View lecture Pay Per Click – Testing and Refining
Lecture: View lecture Promoting a Website
Outcomes
Upon completing this week’s assignments and lectures, students will be able to
- Describe the purpose and process of building a company’s relationship capital through customer relationship management
- Learn how to optimize search engines and pay-per-click strategies for driving and promoting website traffic
The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. November 2013
