MAR 2251: Internet Marketing Principles

Description

Presents the conceptual and practical knowledge needed to comprehend the implications of the Internet for business. Guides learners through the concepts, trends, and characteristics of doing business online to provide the ability to develop and implement effective strategies for digital business.

Outcomes

  1. Explain the increased use of the Internet as a direct marketing tool.
  2. Detail the evolving role of Internet marketing in a company's marketing strategy.
  3. Describe how market segmentation contributes to a marketer fulfilling the value proposition.
  4. Outline how Internet technologies influence each of the 4 Ps (product, place, promotion, price) of the marketing mix.
  5. Discuss how Internet marketing affects a company's overall brand management.
  6. Describe Internet marketing tools commonly used by companies in marketing communications.
  7. Summarize customer relationship management (CRM) methods.
  8. Compare and contrast methods of evaluating Internet marketing initiatives.

Prerequisites

None

Textbook(s)

E-marketing (Rev: 8th ed.)

Publisher: Routledge (2019)
Author: Frost, R., Fox, A. K., & Strauss, J.
ISBN: 9781138731370
Price: $181.94

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu