MKTG 2055 - Digital Marketing Fundamentals

Credits: 3
Hours/Week: Lecture 3
Course Description: This course introduces the basic tools for electronic marketing in business-to-consumer (B2C) and business-to-business (B2B) contexts. Course assignments and activities provide opportunities to explore e-commerce, e-business, digital marketing, and identify elements of 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): None.
Corequisite(s): None.
Recommendation: MKTG 2050. 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

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
E-tools
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

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

compare and contrast business-to-consumer (B2C) and business to business (B2B) marketing strategies.
analyze the online marketplace.
explain the elements of an e-marketing plan.
analyze online customers’ buying behavior.
apply basic Customer Relationship Management (CRM) principles to digital marketing.
identify advantages and disadvantages of e-tools.
identify risks, resources, and rewards of digital marketing.
describe the history of e-marketing, e-commerce development and digital marketing.
describe security issues relative to conducting business online.
identify elements of a successful web site.
research trends and opportunities in digital marketing.
analyze strategies for traffic building.

Minnesota Transfer Curriculum (MnTC): Goals and Competencies None.
Competency Goals (MnTC Goals 1-6)
None.
Theme Goals (MnTC Goals 7-10)
None.

Practicum hours per week: None.

Courses and Registration