mark 430: online marketing
This online marketing course starts from the premise that the technologies that comprise the Internet are impacting traditional marketing and business relationships in fundamental ways. We will critically examine the ways in which marketers can leverage new technology to achieve functional efficiencies and to devise powerful marketing strategies.
Topics covered will include:
Understanding customer needs and online behaviour; Web analytics; The internet and the marketing mix; Integrated marketing communications; Online marketing strategy and tactics; Planning and designing the customer experience; Web customization and personalization; Search marketing; Interactive advertising; eMail and viral marketing.
Please note: use of the resources on this website is an integral part of the course. You must use it to access weekly course materials, readings, videos, and lecture notes.