MKT314 E-Commerce Marketing

[3–0, 3 cr.]

This course offers undergraduate students a comprehensive overview of marketing goods and services on digital platforms, encompassing both strategic and operational perspectives. It explores how emerging digital technologies influence customer acquisition, engagement, and retention strategies, with special emphasis on leveraging data-driven insights to enhance conversion rates and develop customer-centric online experiences.

Topical coverage: digital consumer decision-making processes, digital storefront architecture, search engine marketing (SEO/SEM), omnichannel distribution management, e-payment ecosystems, shopping cart optimization, performance marketing, and web analytics.