Academic Catalog 2017–2018

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MKT412 E-Marketing

[3–0, 3 cr.]

The course offers a broad overview of e-marketing principles and best practices. E-Marketing is the process of creating, communicating and exchanging value between different stakeholders using information technology, generally over the Internet. By adding an online presence to their existing structure, most organizations are becoming hybrid entities. The ability to think strategically in a fast changing E-Marketing landscape became an essential skill for every business-oriented individual given the changes brought forth by the electronic medium in the expectations of both customers and business partners. Topical coverage includes among other issues: marketing communications strategies and tactics for the World Wide Web; distribution channels; implications of e-Marketing for customer relations; online privacy, security issues and cyber law.

Prerequisite: MKT201 Introduction to Marketing