MKT 455 Internet Marketing
This course examines the impact of the Internet on traditional marketing methods and how it has transformed the contemporary marketing landscape. Emphasis will be placed upon the uses of the Internet for the marketing of goods, services, information, and the impact of Internet technology on marketing strategy and practices. The course examines strategies for Internet marketing and analyzes customer relationship management models and applications in the Business to Business (B2B) and Business to Consumer (B2C) environments.
This undergraduate-level course is 5 weeks.
Introduction to Internet Marketing
- Compare the cost, benefit, and return on investment (ROI) of traditional and Internet marketing.
- Explain the opportunities the Internet offers to strategic marketing.
Implications for Internet Marketing
- Analyze the impact of the global marketplace and technology on Internet marketing.
- Identify legal and ethical considerations of Internet marketing.
- Identify forms of social networking media and their influence on brand image.
Data Collection for Internet Marketing
- Evaluate methods for acquiring primary and secondary customer data.
- Describe challenges of collecting data through the Internet.
Online Consumer Behavior and Market Segmentation
- Identify characteristics that influence online consumer behavior.
- Analyze how market segmentation is used to reach online consumers.
Communication and Customer Relationship Management
- Evaluate Internet tools used for integrated marketing communication.
- Describe the advantages and disadvantages of social networking media in communicating a marketing message.
- Explain how Internet marketers use customer relationship management.
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