MBAD642

The Internet provides new opportunities and managerial challenges for firms in the digital era. The concepts and practices of marketing have been changing with electronic technologies. This course will provide students a roadmap on how to properly plan for success within the Internet environment and properly develop an e-marketing strategy. This course addresses an overview of the internet marketing environment as well as various e-marketing tools and tactics. Students will learn various e-marketing tactics such as search engine marketing, email marketing, online advertising, affiliate marketing, PPC (Pay-Per-Click) marketing, social media, online reputation management, web PR, mobile marketing and website development and design, as well as how to apply these tactics in e-business. Using case discussions, students will learn current e-marketing practices and have opportunities to cultivate ideas. By developing an e-marketing plan, students will learn how to integrate the ideas into e-marketing planning as an integral part of a firm's marketing mix.