Nov 28, 2020  
2020-2021 Course Catalog 
    
2020-2021 Course Catalog
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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.
MnTC Goals
None

Prerequisite(s): MKTG 2050  
Corequisite(s): None
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.

Major Content
  1. Back end integration
  2. Business-to-business (B2B) marketing strategies
  3. Business-to-consumer (B2C) marketing strategies
  4. Channel constraints
  5. Consumer acceptance and trust
  6. Describe security issues
  7. E-marketing planning
  8. E-tools
  9. Entrepreneurial opportunities
  10. History of e-marketing – e-commerce development
  11. Logistical and fulfillment challenges
  12. Site design
  13. Strategic options for internet (B2B) businesses
  14. Traffic building
  15. Value-adding customer service strategies

Learning Outcomes
At the end of this course students will be able to:

  1. compare business-to-consumer (B2C) and business to business (B2B) marketing strategies.
  2. examine the online marketplace.
  3. identify elements of an e-marketing plan.
  4. analyze online customers¿ buying behavior.
  5. apply basic Customer Relationship Management (CRM) principles to web and mobile marketing.
  6. identify advantages and disadvantages of e-tools.
  7. identify risks, resources, and rewards of web and mobile marketing.
  8. describe the history of e-marketing, e-commerce development and mobile marketing.
  9. describe security issues relative to conducting business online.
  10. identify elements of a successful web site.
  11. search out online entrepreneurial opportunities.
  12. identify strategies for traffic building

Competency 1 (1-6)
None
Competency 2 (7-10)
None


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