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May 21, 2024
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2022-2023 Catalog [ARCHIVED CATALOG]
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MKTG 257 - Digital Marketing Management
PREREQUISITES: MKTG 252 - Introduction to Digital Marketing
PROGRAM: Marketing
CREDIT HOURS MIN: 3
LECTURE HOURS MIN: 3
DATE OF LAST REVISION: Fall, 2014
Provides an introduction to the management functions involved in digital marketing, including digital market’s effect on the traditional 4 P’s of marketing, developing an integrated digital marketing strategy, and effectively transforming a traditional, non-digitally integrated organization into a digitally integrated organization. Profiles digital audiences and market segments and reviews using the Internet as a primary and a secondary marketing research tool as well as using cloud-based customer relationship-marketing (CRM) applications.
MAJOR COURSE LEARNING OBJECTIVES: Upon successful completion of this course the student will be expected to:
- Describe the impact of the internet and digital tools on marketing management.
- Identify methods of employing digital marketing for demand generation.
- Apply marketing concepts (i.e., 4P’s, integrated marketing strategy, adopter categories, product life cycle, market segmentation, and decision making process) to digital marketing.
- Discuss the use of the Internet for primary and secondary marketing research.
- Judge digital product strategies including differentiation, branding, and positioning.
- Distinguish the factors putting downward pressure on online pricing and general pricing strategies for digital marketing.
- Explain how the Internet has both shortened and lengthened distribution channels and changed channel leadership and power.
- Compare the advantages and disadvantages of e-commerce.
- Propose the implications of the Internet and digital media for sales promotion, advertising, personal selling, public relations, customer service, and relationship marketing.
- Evaluate website effectiveness, plan a website, and measure return-on-investment (ROI) of a website.
- Discuss the major ethical, legal, and security issues of digital marketing and e-commerce.
- Describe global marketing environmental factors for digital marketing and e-commerce.
- Examine the importance of tracking online user behavior and identify the latest digital tracking methods.
- Integrate an organization’s goals and values into an integrated digital organization by transforming the organizational culture, attitudes and proficiencies toward digital media.
- Evaluate and explain the effectiveness and return-on-investment (ROI) of an integrated digital marketing strategy using digital analytics tools.
COURSE CONTENT: Topical areas of study include -
- Online audience characteristics and online consumer behavior
- Targeted marketing, developing marketing personas and market segmentation using the Internet
- Best practices for digital demand generation
- The Internet as a primary and secondary research tool
- Create and manage the execution of an integrated Digital Marketing Strategy for differentiation, branding, and positioning pricing strategies
- Digital distribution and the cloud-based Customer Relationship Management (CRM) tools
- Digital tools and tactics for sales promotion, advertising, personal selling, public relations customer service
- Legal and ethical issues of the digital marketing and e-commerce Plan and promote a web-site in line with search engine optimization (SEO) fundamentals and search engine marketing (SEM) tactics
Course Addendum - Syllabus (Click to expand)
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