BUSN 238 - E-Marketing

5 Credits

Students will explore how Internet technology is reshaping fundamental business marketing strategies. Focuses on how the Internet enables marketing organizations to become interactive and customer oriented. Topics include e-marketing for consumer and business-to-business, Internet promotion, network and facilitation services and providing electronic marketing content. Includes broad analysis of Websites for marketing effectiveness.

FeesCF

Quarters Typically Offered
Summer Online

Designed to Serve Community at large, as well as students in the following departments: General Business, CIS, IMP, Travel/Transportation, Hotel/Tourism, and Office Occupations
Active Date 2011-03-02

Grading Basis Decimal Grade
Class Limit 28
Contact Hours: Lecture 55 Lab 0 Field Studies 0 Clinical 0 Independent Studies 0
Total Contact Hours 55
Degree Distributions:
ProfTech Course Yes
Restricted Elective Yes
Course Outline
I. Introduction to E-marketing II. E-Marketing technology and business strategy A. The Internet: A new business model creates marketing change B. Market-facing enterprises and customer driven strategy C. The World Wide Web: history and how it works III. Promotion and communication on line A. Hypermedia communication goals B. The AIOA Model C. Advertising and building customer relations on line IV. Computer mediated marketing A. Creating value: How interactivity creates business advantage B. On line purchasing: Shopping, selling and information collection strategy C. Site analysis: Visuals, content, interactivity, and on line research design D. Business-to-business marketing strategy E. The mechanics: Privacy, pricing and distribution V. The future of web-based marketing A. Web content B. Network facilitation C. Nature of marketing innovation: where do we go from here?

Student Learning Outcomes
Explain the role of internet technologies in business marketing strategies.

Explain how the internet produces customer-focused, market facing marketing organizations.

Define and identify how internet sites carry out the marketing activities of content, network service, promotion and sales.

Explain the major web analytics tools.

Create an internet marketing plan.