Academic Catalog 2022–2023

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MKT312 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 different electronic media (internet, mobile, information technology, digital media). 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 has become an essential skill for every business-oriented individual given the changes brought forth by the electronic medium to the expectations of both customers and business partners. Topical coverage includes, among other issues: strategic e-marketing and performance metrics, e-marketing research, online consumer.

Prerequisite: MKT201 Introduction to Marketing