Course Code: MKTG 3505
Academic Year: 2020-2021
This course focuses on the why and the how of digital marketing and selling strategies and explores how they are integrated with an organization's business strategy and technology focus. Students explore the impact of multi-channel selling and internet marketing strategies on business. Topics include traditional versus online marketing; traditional versus online marketing communications; costs and benefits of online marketing; online customer acquisition, service and retention; and successful and failed e-marketing strategies. Digital marketing methods explored include those for the web, email services, mobile marketing platforms and social networking technologies.