This course provides an overview of the business value of Internet marketing and ways it can be used to attract, convert, and retain customers. Students will be introduced to the broad array of interactive marketing programs used to achieve business goals including search marketing, display advertising, email marketing, site optimization, social media, mobile marketing, and online analytics. Students will learn the key differences between Internet marketing and traditional marketing and the advantages and disadvantages of both. Topics include the critical metrics used to assess and improve marketing campaigns, including methodologies for tracking the impact of online channels such as e-mail, paid search (pay-per-click), organic search (higher page ranking in search engines), and display/banner ads.
By the end of the course, students will be able to:
- Demonstrate the techniques of Internet marketing in the context of the marketing mix and the Ps: product, place, promotion, and price).
- Differentiate and appraise Internet marketing versus traditional marketing channels.
- Identify and discuss how organizations and consumers utilize the Internet.
- Discuss the strengths, weaknesses, and application of the various channels of Internet marketing including Google, Facebook, Twitter, YouTube, Internet ads, websites, and other social media platforms.
- Define the basics of strategic website design and interaction for marketing an organization’s products and services.
- Evaluate and examine the quality and effectiveness of website design using real examples for marketing an organization’s products and services.
- Demonstrate effective content creation for internet publication including text, images, audio, and video.
- Illustrate the differences between business-to-consumer (B2C) and business-to-business (B2B) Internet marketing.
- Examine the differences between PPC (Pay Per Click) and SEO (Search Engine Optimization).
Textbooks & Technology
Stokes, R. (2018). eMarketing: The Essential Guide to Marketing in a Digital World. It is available as a free eBook through OER Commons.
There are no specific technology requirements for this course.
- Module 1: What is Digital Marketing?
- Module 2: Segmentation & Targeting
- Module 3: Data, the Primary Benefit of Digital Marketing
- Module 4: Designing Digital Experiences
- Module 5: Modern Website Design
- Module 6: Search Engine Optimization (SEO)
- Module 7: Online Paid Advertising
- Module 8: Social Media Advertising
- Module 9: B2B vs. B2C Digital Marketing
- Module 10: Content Marketing Strategy
- Module 11: Social Media Marketing
- Module 12: Direct to Consumer Digital Marketing
- Module 13: Introduction to Digital Analytics
This is a self-paced asynchronous course which means that students will be starting and progressing at different rates throughout the term. Once you feel like you have a strong handle on the material, and you have completed all of the assignments for the module, you should feel comfortable moving on, regardless of the pace, as long as you complete the course within the semester timeframe. If you are starting at the beginning of the term, you could spend one week on each module to successfully complete the course within the term. If you are starting 7 weeks into the course, you could spend one week covering two modules so that you complete the course successfully within the term.
Your final grade will be based on the following assessments:
|Assignment Category||Grade Weight Percentage|
|Demonstrate Your Learning Forums||15%|
|Assignments & Quizzes||25%|
|Mid-Term & Final Exam||25%|
|Digital Marketing Plan||35%|
Your learning modules will consist of learning resources, demonstrate your learning forums, assignments, quizzes and exams. You will also be working towards a final Digital Marketing Plan throughout the course. Please review all of the assignment rubrics for details on grading.
Demonstrate Your Learning forums are a part of every learning module and most are post-first discussions which means that you will post your reply before seeing the replies of others. Discussions will be graded based on the following rubric:
|Exceeds Expectations||Meets Expectations||Approaching Expectations||Does Not Meet Expectations||Points|
|Knowledge||Comprehensive, in-depth and wide-ranging
|Up to date and relevant
|Relevant but not comprehensive
|Limited superficial knowledge/response
|Understanding||Outstanding ability to grasp concepts and relate theory to practice
|High level of ability to conceptualize essential ideas and relate theory to practice
|Some ability to conceptualize essential ideas and relate theory to practice
|Limited ability to draw out concepts and relate theory to practice
|Writing Skills||Excellent mechanics, sentence structure, and organization
|Significant mechanics, structure and organization
|Some grammatical lapses, uses emotional response in lieu of relevant points
|Poor grammar, weak communication
|Application & Analysis||Grasps inner relationship of concepts. Excellent use of a wide range of supporting material
|Demonstrates the ability to analyze and synthesize, independent analysis, good use of a range of supportive material
|Informed commentary with some evidence of genuine analysis; some supportive materials used
|Lacks evidence of critical analysis, poor use of supportive evidence
|Total Points:||20 points|
Student Support & Policies
Please review the following policies and support services:
The syllabus page shows a table-oriented view of the course schedule, and the basics of course grading. You can add any other comments, notes, or thoughts you have about the course structure, course policies or anything else.
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