Academic Catalog 2023–2024

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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:  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