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MKTG2214 – E-Marketing pdf

Credits: 3 (3/0/0)
Description: This course examines emerging electronic technologies and their impact on a firm's marketing strategy. Emphasis is placed on trends in e-marketing as well as the unique opportunities and challenges faced in the electronic environment. Students will apply the components of the traditional marketing mix to an electronic marketing strategy.
Prerequisites: MKTG2206
Corequisites: None
  1. Distinguish the differences in the terms electronic commerce and electronic marketing and recognize their increasing importance in strategic planning.
  2. Analyze and apply the characteristics of e-marketing: addressability, interactivity, databases, control, accessibility, and digitization.
  3. Examine how characteristics of electronic marketing strategies differentiate from traditional methods.
  4. Explain significant differences in the development of the marketing mix in the dynamic electronic environment.
  5. Analyze the components of consumer-generated electronic marketing, including social networks, blogs, wikis, online forums, instant messaging, online games, podcasts, and online videos.
  6. Determine how electronic marketing and information technology can facilitate customer relationship management.
  7. Identify the legal and ethical considerations in electronic marketing.
  8. Apply the four phases of marketing online: pre-sale, taking orders, delivering products and posting the sale.
  9. Explain the components of web page development: graphic design, advertising banners, color usage, HTML basics, and interactive tools such as hyperlinks and e-mails.
  10. Demonstrate design and layout principles in creating effective web pages within the constraints of an electronic environment.
MnTC goal areas: None

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