MBA 639 Digital Marketing & E-Commerce

Internet and related technologies are changing the landscape of traditional marketing greatly. This course is designed to prepare students to succeed in this changing environment. The course develops the foundations for electronic commerce by presenting relevant theory from economics, marketing, and other related fields. Students will examine ecommerce business models including internet retail and subscription commerce. Topics include online buyer behavior, online advertising, email marketing, web analytics, and social media. Students will also examine privacy and other ethical issues as well as how digital marketing integrates with other marketing communications tools.  Thought out the course emerging trends in the field will be discussed. Students will analyze case studies and real advertising data to translate theory into practice.  Through this course students will develop the foundation necessary to develop effective digital marketing campaigns.

Credits

3