Nov 28, 2020
MKTG 2055 - Web and Mobile Marketing Credits: 3
Hours/Week: Lecture None Lab None
Course Description: This introductory course exposes students to the basic tools for electronic marketing in the business-to-consumer (B2C) marketplace or business-to-business (B2B). Students will explore e-commerce, e-business, web and mobile marketing and develop an e-marketing plan. Topics include basic e-commerce processes and translating marketing strategies into accessible, attractive, and profitable options for consumers.
Prerequisite(s): MKTG 2050
Recommendation: CAPL 1050 and CAPL 1053. Course placement into college-level English and Reading OR completion of ENGL 0950 with a grade of C or higher OR completion of RDNG 0940 with a grade of C or higher and qualifying English Placement Exam OR completion of RDNG 0950 with a grade of C or higher and ENGL 0090 with a grade of C or higher OR completion of ESOL 0051 with a grade of C or higher and ESOL 0052 with a grade of C or higher.
- Back end integration
- Business-to-business (B2B) marketing strategies
- Business-to-consumer (B2C) marketing strategies
- Channel constraints
- Consumer acceptance and trust
- Describe security issues
- E-marketing planning
- Entrepreneurial opportunities
- History of e-marketing – e-commerce development
- Logistical and fulfillment challenges
- Site design
- Strategic options for internet (B2B) businesses
- Traffic building
- Value-adding customer service strategies
At the end of this course students will be able to:
- compare business-to-consumer (B2C) and business to business (B2B) marketing strategies.
- examine the online marketplace.
- identify elements of an e-marketing plan.
- analyze online customers¿ buying behavior.
- apply basic Customer Relationship Management (CRM) principles to web and mobile marketing.
- identify advantages and disadvantages of e-tools.
- identify risks, resources, and rewards of web and mobile marketing.
- describe the history of e-marketing, e-commerce development and mobile marketing.
- describe security issues relative to conducting business online.
- identify elements of a successful web site.
- search out online entrepreneurial opportunities.
- identify strategies for traffic building
Competency 1 (1-6)
Competency 2 (7-10)
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