MKTG 342
INTERNET MARKETING

1. Catalog Entry

MKTG 342. Internet Marketing
Three hours lecture (3).

Prerequisite: MKTG 340, and ITEC 100 or ITEC 120

This course is designed as an introduction to the rapidly evolving world of Internet marketing. The opportunities, problems, tactics and strategies associated with incorporating electronic methods into the marketing function are examined. Emphasis is placed on experiential learning and the latest technological aspects of marketing in the online environment.

2. Detailed Description of Content of Course

This course examines the application of marketing principles to marketing products and services over the Internet. While it is clear that the Internet will not replace traditional marketing vehicles and will become increasingly mainstream, the intricacies and dynamic nature of the Internet make it a unique medium that can be used to make a firm’s marketing strategy more effective and efficient. Online marketing tools unleash the power of interactivity and individuality afforded by the Internet allowing marketers to create marketing synergy by supporting and enhancing the effects of offline activities. Internet Marketing explores Internet technologies as products in and of themselves, as a mass and personal communications tools, and as distribution/transaction channels. It also addresses user characteristics and behavior, direct marketing and online strategies for relationship marketing. Additionally the course focuses on the development of an effective Internet presence, web-site traffic and brand building, online customer support and date collection, online pricing tactics and Internet marketing models. Topics covered in this course include:

• The impact of the Internet and its effect on marketing
• Web site design and development
• Online business models
• Internet marketing strategies
• Online consumer behavior
• Online data collection and marketing research
• Branding on the Internet
• Product and pricing strategies
• E-mail marketing strategies
• Search engine positioning and optimization
• Online promotional strategies
• Trust, privacy and security in the online environment
• Legal and ethical considerations
• Web performance metrics

3. Detailed Description of Conduct of Course

This course emphasizes an applied approach with practical applications that give students a solid understanding of the dynamic nature of Internet Marketing. This course is taught in a computer lab so that the students can immediately apply what they are learning. Course content will be provided through lecture, discussion of real-world applications of Internet Marketing, and up-to-date readings on each of the content areas. Assignments, both in and outside of class, will be used to immediately apply the course content. Additionally, students will be required to complete an individual project which allows them to creatively apply Internet Marketing strategies to create a personal portfolio. Teams of students will serve in a consultative capacity by developing a strategic Internet Marketing plan for an existing organization.

4. Goals and Objectives of the Course

At the conclusion of the course, the students will be able to:

• Develop an internet marketing plan
• Understand the characteristics and needs of Internet users
• Understand the latest technologies used in Internet commerce and communications
• Understand how the Internet affects a firm’s marketing strategy
• Describe the demographic, geographic, psychographic and behavioral factors of consumers in an online marketing environment
• Identify what constitutes successful web design
• Develop an effective web page
• Describe and know when to appropriately apply online business models
• Understand how to collect data and conduct marketing research online
• Recognize the value of online branding
• Position and optimize a web site for search engine marketing
• Identify the various promotional methods used online and develop an online promotional strategy
• Discuss online product and pricing strategies
• Discuss the measurement of web traffic
• Understand the implications of trust, privacy and security in Internet marketing

5. Assessment Measures

Assessment of the student’s success in the course is measured by performance on exams, in and outside of class assignments, active participation, the creation of a web-based portfolio and the development of a team-based Internet marketing plan.

6. Other Course Information

None

7. Approval and Subsequent Reviews

DATE ACTION APPROVED BY
10-18-04, reviewed and approved by the Dept. of Management and Marketing faculty